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75
versions, organize game tests, and host pre-launch trials with the purpose of providing
players with the true experience of playing the game.
With the advancement of technology, the future may see all these events transfer to social
networks. Game companies can set up test play events on social tools like Facebook,
which would allow players will automatically receive a downloadable game demo from
companies when they sign up for the test. Companies could also embed playable game
demos directly into the website, much like the game applications from Zynga, and
players can share their experiences with friends in real time. This is already happening on
game consoles, where companies deliver playable demos for new games to players on the
internal console-based social network. The future will only see an expansion of such
activities on all game platforms.
The cloud computing technology will also facilitate the real demonstration of video
games. With a main sever that processes all the data and calculation, companies can
simply embed an interface on the social network, and players can directly play huge
games online as if they were playing on their own consoles or computers.
The gaming service company OnLive57 is a good example of this trend. This U.S.-based
company utilizes cloud computing to provide a game-on-demand experience on the
57 OnLive official website: http://www.onlive.com/ - 1
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 80 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 75 versions, organize game tests, and host pre-launch trials with the purpose of providing players with the true experience of playing the game. With the advancement of technology, the future may see all these events transfer to social networks. Game companies can set up test play events on social tools like Facebook, which would allow players will automatically receive a downloadable game demo from companies when they sign up for the test. Companies could also embed playable game demos directly into the website, much like the game applications from Zynga, and players can share their experiences with friends in real time. This is already happening on game consoles, where companies deliver playable demos for new games to players on the internal console-based social network. The future will only see an expansion of such activities on all game platforms. The cloud computing technology will also facilitate the real demonstration of video games. With a main sever that processes all the data and calculation, companies can simply embed an interface on the social network, and players can directly play huge games online as if they were playing on their own consoles or computers. The gaming service company OnLive57 is a good example of this trend. This U.S.-based company utilizes cloud computing to provide a game-on-demand experience on the 57 OnLive official website: http://www.onlive.com/ - 1 |
