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100
and forums, and then turn to social media outlets like YouTube or else if I find
something that interests me.
7. Like I said, some companies offer lotteries.
And some games on Facebook would directly invite me to play, like Farmville. 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.
8. I’d say, offer real incentives, either in-game bonuses or real rewards. Lottery can be a
good choice. Incentive is really important to attract light users or new players.
The 80-20 rule also applies in the game industry, where the 20 percent hardcores
generate most profits. But it’s also important to engage with light users or potential
gamers, and include them into the 20 percent. Social media may or may not be the
best way, but incentives are effective for engagement.
9. Not much. Since I can get news, videos, demos or game walkthroughs on the portal
website, I usually don’t turn to social media.
But I’d go to game forums to see discussions for new games. And I peek into the
official game sites for the same reason.
Twitter occasionally offers good stories, but you have to follow the right accounts.
10. I’d still say portal websites. Well, if that doesn’t count, it’s online forum.
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 105 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 100 and forums, and then turn to social media outlets like YouTube or else if I find something that interests me. 7. Like I said, some companies offer lotteries. And some games on Facebook would directly invite me to play, like Farmville. 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. 8. I’d say, offer real incentives, either in-game bonuses or real rewards. Lottery can be a good choice. Incentive is really important to attract light users or new players. The 80-20 rule also applies in the game industry, where the 20 percent hardcores generate most profits. But it’s also important to engage with light users or potential gamers, and include them into the 20 percent. Social media may or may not be the best way, but incentives are effective for engagement. 9. Not much. Since I can get news, videos, demos or game walkthroughs on the portal website, I usually don’t turn to social media. But I’d go to game forums to see discussions for new games. And I peek into the official game sites for the same reason. Twitter occasionally offers good stories, but you have to follow the right accounts. 10. I’d still say portal websites. Well, if that doesn’t count, it’s online forum. |
