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74
off if viewers find them distracting. This new form of interactive video watching is still
new and not widely spread and is not yet supported by major social media platforms.
Nevertheless, the author still believes that interactive videos will become a popular
engagement method in a future video game world dominated by video format. It will
completely change the engagement component of the proposed framework and will
ultimately merge the official contents with user-generated content. There will be no more
official content; once official trailers or game videos are released, players will add their
own comments, turn them into user-owned materials, and spread them alongside the
integrated social platform. Accordingly, the engagement pattern will also shift from
company vs. players to everyone vs. everyone.
Game Experience Delivery via Social Networks
Although interactive video is the future standard for video game communications, it is
still not the final version of real demonstration. The ultimate interaction will be playable
game demos delivered by game companies via social networks.
Unlike motion pictures, which primarily appeal to the visual senses, video games also
require player participation. Therefore, passively watching trailers is not the most
effective way to engage potential players. As a solution, game companies could offer beta
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 79 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 74 off if viewers find them distracting. This new form of interactive video watching is still new and not widely spread and is not yet supported by major social media platforms. Nevertheless, the author still believes that interactive videos will become a popular engagement method in a future video game world dominated by video format. It will completely change the engagement component of the proposed framework and will ultimately merge the official contents with user-generated content. There will be no more official content; once official trailers or game videos are released, players will add their own comments, turn them into user-owned materials, and spread them alongside the integrated social platform. Accordingly, the engagement pattern will also shift from company vs. players to everyone vs. everyone. Game Experience Delivery via Social Networks Although interactive video is the future standard for video game communications, it is still not the final version of real demonstration. The ultimate interaction will be playable game demos delivered by game companies via social networks. Unlike motion pictures, which primarily appeal to the visual senses, video games also require player participation. Therefore, passively watching trailers is not the most effective way to engage potential players. As a solution, game companies could offer beta |
