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27
The system works by setting different in-game tasks for players to complete in addition to
the game itself. Once a player successfully finishes the assigned task, a corresponding
“achievement” is unlocked and displayed on the player’s profile on the console-based
social network. A player’s accomplishments can be seen by his or her friends on the same
console system and also by outside friends if other social media tools are connected.
Rockstar Social Club is a console-based achievement system that covers all the
accomplishment-enabled games on a particular game console. The accomplishments and
their corresponding requirements are usually revealed after a game is launched and game
developers continually add new accomplishments as the game progresses. Examples of
console-specific achievement systems include Xbox 360’s Achievement System and
PlayStation 3’s Trophy system.
Social Media Integration
Compared to the engagement strategy, social media integration seems tactical and more
concerned with the operation level. However, the integration of different social media
tools is an essential component of organizing a powerful social PR framework: it keeps
messages consistent, allows content to be quickly disseminated, and “makes one always
connected.” 24The social media integration in video games can be divided into two
24 Player interviewee #1, Chenjia Yin, Appendix II
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 32 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 27 The system works by setting different in-game tasks for players to complete in addition to the game itself. Once a player successfully finishes the assigned task, a corresponding “achievement” is unlocked and displayed on the player’s profile on the console-based social network. A player’s accomplishments can be seen by his or her friends on the same console system and also by outside friends if other social media tools are connected. Rockstar Social Club is a console-based achievement system that covers all the accomplishment-enabled games on a particular game console. The accomplishments and their corresponding requirements are usually revealed after a game is launched and game developers continually add new accomplishments as the game progresses. Examples of console-specific achievement systems include Xbox 360’s Achievement System and PlayStation 3’s Trophy system. Social Media Integration Compared to the engagement strategy, social media integration seems tactical and more concerned with the operation level. However, the integration of different social media tools is an essential component of organizing a powerful social PR framework: it keeps messages consistent, allows content to be quickly disseminated, and “makes one always connected.” 24The social media integration in video games can be divided into two 24 Player interviewee #1, Chenjia Yin, Appendix II |
