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36
This kind of integration is the basis for Zynga’s success. According to a Zynga player
interviewee, it is because these social games are so visible on Facebook that Zynga is
able to enroll new players from so many different personal networks:
I started playing Farmville because I saw one of my friends playing it on
Facebook. I think Zynga is smart in using Facebook to invite players because if
one plays its games, many can see them—although these game applications may
not be as serious as the console games.33
The games may be different, but from a PR perspective, the idea is the same. The
integration of the internal and external social media tools is actually the externalization of
the games themselves, providing easy access not only to players, but to potential players
as well. After all, the business goal for every social media campaign for a video game
should be to increase participation.
3. Social media still has potential to evolve in game PR.
Despite social media’s common presence in today’s game industry, many interviewees do
not think game companies have utilized social media to its full potential in improving
video game communication. The future of social media in games are elaborated in
Chapter 6, and some major points are as follows:
33 Player interviewee #4, Hanxun Zheng, 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 41 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 36 This kind of integration is the basis for Zynga’s success. According to a Zynga player interviewee, it is because these social games are so visible on Facebook that Zynga is able to enroll new players from so many different personal networks: I started playing Farmville because I saw one of my friends playing it on Facebook. I think Zynga is smart in using Facebook to invite players because if one plays its games, many can see them—although these game applications may not be as serious as the console games.33 The games may be different, but from a PR perspective, the idea is the same. The integration of the internal and external social media tools is actually the externalization of the games themselves, providing easy access not only to players, but to potential players as well. After all, the business goal for every social media campaign for a video game should be to increase participation. 3. Social media still has potential to evolve in game PR. Despite social media’s common presence in today’s game industry, many interviewees do not think game companies have utilized social media to its full potential in improving video game communication. The future of social media in games are elaborated in Chapter 6, and some major points are as follows: 33 Player interviewee #4, Hanxun Zheng, Appendix II |
