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30
2. Integration of Internal and External Tools
Integration mainly involves the niche, internal social media tools, and popular external
ones. Examples include Rockstar Social Club, which integrates a Rockstar game player’s
profiles on console-based social networks; Battle Net, which links Blizzard players to
their Facebook and Twitter handles; and Xbox Live and PlayStation Network, which also
connect to Facebook and Twitter. The idea is the same: Let a player’s friends know what
he or she is doing within the game.
The social game company Zynga27 is a perfect example in this regard. Since Zynga’s
online game applications directly integrate with social media networks such as Facebook
and Myspace, the game itself becomes part of the media. Not only can this integration
increase participation, but it can also allow the game information to appear in the players’
daily feeds, making it viewable to other friends on the network.
27 Zynga is a San Francisco-based social game developer. It develops browser-based game applications that
build on social networks such as Facebook and MySpace. Works include FarmVille, City Ville, Mafia
Wars, etc.
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 35 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 30 2. Integration of Internal and External Tools Integration mainly involves the niche, internal social media tools, and popular external ones. Examples include Rockstar Social Club, which integrates a Rockstar game player’s profiles on console-based social networks; Battle Net, which links Blizzard players to their Facebook and Twitter handles; and Xbox Live and PlayStation Network, which also connect to Facebook and Twitter. The idea is the same: Let a player’s friends know what he or she is doing within the game. The social game company Zynga27 is a perfect example in this regard. Since Zynga’s online game applications directly integrate with social media networks such as Facebook and Myspace, the game itself becomes part of the media. Not only can this integration increase participation, but it can also allow the game information to appear in the players’ daily feeds, making it viewable to other friends on the network. 27 Zynga is a San Francisco-based social game developer. It develops browser-based game applications that build on social networks such as Facebook and MySpace. Works include FarmVille, City Ville, Mafia Wars, etc. |
