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23
Rockstar Social Club18 is another example. This website, established by Rockstar Game
Inc.19, functions as an internal social platform for Rockstar game players. Social Club
allows players to connect to other social media accounts to expand their friend list and
posts friends’ updates on the “Message Wall”—a feature similar to the Facebook wall. It
also hosts multiplayer events to challenge players to various in-game tasks and posts
relevant (updates, video streams, etc.) content on the website.
Still another example is the player network on game consoles such as the Xbox Live20 for
Microsoft’s Xbox 360 game system, and the PlayStation Network 21 for Sony’s
PlayStation system. These networks operate like Battle Net and Social Club, but are only
used by players on the respective game systems. Therefore they have a highly focused
audience. In addition, these console networks can also connect to “external” social media
tools, thus strengthening players’ ability to socialize and share content.
18 Rockstar Social Club URL: http://socialclub.rockstargames.com/
19 Rockstar Games is a New York-based video game developer and publisher owned by Take-Two
Interactive. The company is known for its controversial gangster-themed games like the Grand Theft Auto
series, and Red Dead series.
20 The official website of Xbox Live: http://www.xbox.com/en-US/live
21 The official website of PlayStation Network: http://us.playstation.com/psn/
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 28 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 23 Rockstar Social Club18 is another example. This website, established by Rockstar Game Inc.19, functions as an internal social platform for Rockstar game players. Social Club allows players to connect to other social media accounts to expand their friend list and posts friends’ updates on the “Message Wall”—a feature similar to the Facebook wall. It also hosts multiplayer events to challenge players to various in-game tasks and posts relevant (updates, video streams, etc.) content on the website. Still another example is the player network on game consoles such as the Xbox Live20 for Microsoft’s Xbox 360 game system, and the PlayStation Network 21 for Sony’s PlayStation system. These networks operate like Battle Net and Social Club, but are only used by players on the respective game systems. Therefore they have a highly focused audience. In addition, these console networks can also connect to “external” social media tools, thus strengthening players’ ability to socialize and share content. 18 Rockstar Social Club URL: http://socialclub.rockstargames.com/ 19 Rockstar Games is a New York-based video game developer and publisher owned by Take-Two Interactive. The company is known for its controversial gangster-themed games like the Grand Theft Auto series, and Red Dead series. 20 The official website of Xbox Live: http://www.xbox.com/en-US/live 21 The official website of PlayStation Network: http://us.playstation.com/psn/ |
