Synergies between video game and other media forms

Synergies between video game and other media forms

Definition

  • Synergies often refer to the mutual advantages gained when multiple elements/companies work together.
  • In the context of video games, a synergy can occur when a video game connects with and benefits from other media forms such as cinema, television, literature and music.

Impact on Market

  • Synergies between video games and other media forms have a profound impact on both markets, often driving engagement and sales across both platforms.
  • They can enhance the consumer experience by immersing them in a multimedia universe which extends far beyond the gaming console.

Examples

  • A classic example of synergy is the relationship between gaming franchises like Call of Duty or FIFA and the music industry, where popular songs are featured in the games and thus gain exposure to a broad audience.
  • Similarly, movie franchises like Star Wars and Marvel create games as a part of their universe, enriching the movie experience and driving revenues.

Function

  • The primary function of these synergies is to expand reach and engagement. For instance, a fan of a book might become interested in the video game adaptation, and vice-versa.
  • It also aids in marketing and brand recognition, as one successful media form can help to popularise the other.

Issues

  • Critics argue that such synergies can lead to over-commercialisation and drift from artistic value, as the priority becomes cross-selling rather than high-quality content creation.
  • The drive for synergy can result in negative impact on creativity as game developers could be pressured to stick to the narrative of the parent media form, limiting innovation and original storytelling.

Regulation

  • Regulation of such synergies is a complex issue due to the interwoven nature of media rights. Each country has its own regulations regarding media ownership and synergistic relationships.
  • The Communications Act of 2003 regulates commercial interactions between British broadcasters and producers, including in video games.

Trend Movements

  • There is an observable increase in the cross-platform collaborations, such as Fortnite’s in-game concerts featuring big-name musicians like Travis Scott.
  • Transmedia storytelling, where a single narrative unfolds across multiple media forms, is another trend driven by synergies between videogames and other media forms.