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72
Visualized Messages
As useful as integration can be, visualization is a more realistic future for video game PR.
This has already taken shape in the way game companies release their information.
Since video games are a visual product and call for actual playing experience, visual
demonstration is a more direct format than verbal material in video game communication.
Like the motion picture industry, game companies release trailers and gameplay videos
for pre-launch marketing, and game reviews and commentaries by third-party media are
also often in video format. Large portions of game news on major portal sites like IGN53
and GameSpot54 contain video clips that summarize the whole article. These videos are
usually more popular with visitors. As an interviewee points out: “I don’t see why
traditional news release is still being used. It’s static and tedious. Video is so much better
and more effective.”55
The future social media environment will see more video sharing websites like YouTube
and GameTrailer.com, and video releases will almost completely replace traditional news
releases. Trailers and gameplay demos with commentaries will become the standard
53 IGN official website: http://www.ign.com
54 GameSpot official website: http://www.gamespot.com
55 Player interviewee #6, Vinson Lu, 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 77 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 72 Visualized Messages As useful as integration can be, visualization is a more realistic future for video game PR. This has already taken shape in the way game companies release their information. Since video games are a visual product and call for actual playing experience, visual demonstration is a more direct format than verbal material in video game communication. Like the motion picture industry, game companies release trailers and gameplay videos for pre-launch marketing, and game reviews and commentaries by third-party media are also often in video format. Large portions of game news on major portal sites like IGN53 and GameSpot54 contain video clips that summarize the whole article. These videos are usually more popular with visitors. As an interviewee points out: “I don’t see why traditional news release is still being used. It’s static and tedious. Video is so much better and more effective.”55 The future social media environment will see more video sharing websites like YouTube and GameTrailer.com, and video releases will almost completely replace traditional news releases. Trailers and gameplay demos with commentaries will become the standard 53 IGN official website: http://www.ign.com 54 GameSpot official website: http://www.gamespot.com 55 Player interviewee #6, Vinson Lu, Appendix II |
