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Red Dead
Redemption
Production
Glossary                                                    Open Source software - is computer software that is available for use that is free of
                                                              copyright reservations. This means that users of the software can
                                                              study, change, improve and at times also distribute the software.
Parent Company - A company that controls subsidiaries         Technical Convergence - Technological convergence is the tendency for different
through its ownership of voting stock, as well as runs its    technological systems to evolve towards performing similar task
own business.                                                 Cloud computing - Cloud computing refers to the provision of computer resources
Subsidiary - Controlled by a holding or parent company        (primarily software) on demand via a computer network. Its principal is, in effect, no
Vertical Integration - The combination in one company of      different to the supply of gas or electricity – the digital content is streamed down the
two or more stages of production normally operated by         internet to the users computer ready for immediate use.
separate companies                                            Gaming-on-demand - Gaming on demand is a game service which will take advantage
Horizontal Integration - Production of different varieties    of a broadband connection, large servers and digital encryption and compression to
of the same product, or different products at the same        stream game content directly to a subscriber. Game content isn't stored on the user's
level of processing, within a single firm.                    machine and game code execution occurs primarily at the server so a less powerful
Publisher - A person or company that prepares and issues      computer can be used than the game would normally require.
books, journals, music, or other works for sale               OnLive - is a cloud computing, gaming-on-demand medium: the games are
Game Developer - A person who develops games.                 synchronized, rendered, and stored on remote servers and delivered via the Internet.
Distributor - An agent who supplies goods to stores and       Onlive itself is not a platform. The games offered run off of Onlive servers (mostly
other businesses that sell to consumers                       installed with Windows). The Onlive service allows game content to be passed along
Software Developer - A software developer is a person or      the internet to end users running the Onlive game system.
organization concerned with facets of the software
development process
Transnational - A large company operating
internationally; a multinational
Globalisation - growth to a global or worldwide scale
Exclusivity - This refers to an advertiser requesting that
their ad not be shown in rotation. This normally results in
a higher fee for the publisher, as it reduces the number
of ads they could otherwise show.
Synergy - The interaction or cooperation of two or more
organizations, substances, or other agents to produce a
combined effect greater than the sum of their separate
effects
Partnership - A business or firm owned and run by two or
more partners
Proprietary software - Computer programs which are the
legal property of one party, the use of which is made
available to a second or more parties, usually under
contract or licensing agreement.
Factfile
   Made by Rockstar Games
   Rockstar Games are the Subsidiary of Take-
    Two Interactive
   This means that Take –Two is the parent
    company as it owns Rockstar.
   Who is Rockstar?
   Rockstar Games is a Publishing company that
    publishes games such as Grand Theft Auto,
    Midnight Club and Red Dead Redemption.
   Who runs Rockstar?
   The Rockstar Games label started in New
    York in 1998 by the English video game
    producers Sam Houser, Dan Houser, Terry
    Donovan, Jamie King and Gary Foreman.
For Red Dead     Publisher
Rockstar                                                     Redemption
                                                                             Rockstar Games

Were the various Rockstar Studios something else before
they became Rockstar studios?
                                                                              Developer
 Some studies have been renamed and taken over by its
     parent company, Take-Two Interactive. This is to mix                   Rockstar San Diego
     the two companies together although some studies
     have kept their Brand so that they can become part of
     the companies ‘2k Games division’.
                                                                             Distributor
              Rockstar San Diego – Angel Studios
                                                                            Ditan Distribution
           Rockstar Vancouver – Barking Dog Studios
               Rockstar Vienna – Neo Software
Vertical/Horizontel Ownership
Rockstar is                        Parent Company
                                 Take-Two Interactive           The parent company,
controlling the
                                                                 Take-Two Interactive
production at two
                                                                 Owns the Publishing
stages of the
                                      Publisher                    company Rockstar.
production, the                    Rockstar Games                       This is vertical
publishing and
                                                                    integration as it is
the game
                                                                owning or controlling
developing as it is                Game Developer
                                                                        production at
the same                          Rockstar San Diego
                                                                      different levels.
company at both
levels. This is
vertical                              Distributor         Parent Company
                                  Titan Distribution    Take-Two Interactive
integration.
                                                             Publisher
                      Different companies are             Rockstar Games
                      working together on the same
                      level of production as a           Game Developer        Software developer
                                                        Rockstar San Diego       Natural Motion
                      partnership; nobody owns
                      Natural Motion.
                                                             Distributor
                      This is horizontal integration.    Titan Distribution
How is a game actually made?
   Rockstar Advanced Game Engine (RAGE)


            Made by RAGE Technology Group at
                   Rockstar San Diego.           Create the ‘game world’
                                                 using Euphoria, an
               Euphoria character animation      example of cross-media
                 engine at Natural Motion        convergence.
             Open Source bullet physics engine
What processes and people are
              involved in this long and complex
                                        process?
 Development
Trailer of the game was sent to Sony which also promoted the new Play Station 3 as it had yet to be released.
 Marketing and Release
Allowed people to ‘pre-order’ the game and gave them a vote on what outfit the main character could unlock
     straight away, which instantly provided new content to the game depending on the outfit they chose.
Exclusive additional things such as new gang buildings were available if you bought it on PS3.
Downloadable content that expanded the game with new missions and guns.
What gaming platforms is Red Dead Redemption
available on? Why do you think it is these
consoles and not others?
                      I think the game is only available on PS3 and XBOX
                           360 as it is probably a game that requires good
                              graphics and a high standard of game play, a
                                 system that is fast and can deal with a big
                             sandbox game. As the game is 3D is probably
                         takes up a lot of space and needs to have a good
                              console to support it. I also think it could be
                         because it means the company can charge more
                         for the game as generally, games for these types
                               of consoles are more expensive as they are
                          newer. Also, people will want to buy it for these
                             two consoles as they are most popular at the
                         moment and if they brought it out for PC, it may
                      not do as well. These consoles are also more likely
                            to be bought by people around the age of the
                        target audience for the game, 18. Other consoles
                          such as the Wii is more suitable for the younger
                       generation and families; therefore it wouldn’t get
                      many sales if they brought it out on that platform.
Which technologies do they converge and what
 impact does this have on the game and its
 players?
Xbox and Play station 3 have similar qualities so it means the game can be made alike and less money has to be
    spent on making it available on those two platforms. The interaction is very similar when using both consoles
    and you are able to carry out similar tasks on them due to what they can provide, they are like different devices
    in one.
Does this impact on the game?
This does impact on the game as it means that Rockstar can produce upgrades for the game and people can buy and
     download the upgrade or expansion packs to make the game better and introduce new things to the game all
     of the time. This impacts the game as it means it isn’t being forgotten about and the company can spend
     money on improving the game and giving the players what they want so that they will spend more money and
     get more out of the game overall. You can already download this new content for the game:
                Undead Nightmare
                Liars and Cheats
                Legends and Killers
                Outlaws to the End (co-op mission pack)


Does this allow for extra revenue to be generated?
It has slightly allowed for extra revenue to be made as games on these two platforms can be expensive, especially
     when they first come out. As both consoles are in high demand and are popular due to the fact you can go
     online and play with other people, whilst also being able to access stored games and have the ability to save
     the game whenever you want. The technical convergence has allowed more revenue in a way because people
     are willing to pay for a high quality game that is modern and can do new things on the consoles.
Take Two Interactive
 Is a large American publishing company that is headquartered in New York
 It is also a developer and distribution company as it owns:
2k Games and Rockstar Games.


                                            Games it has produced:
                                              Grand Theft Auto
                                               Midnight Club
                                                 Manhunt
                                                  Bioshock

It is a transnational business.
Why?
It sells its products beyond the boundaries and world wide. Therefore it is also a global and has globalisation
       due to the fact it uses other companies internationally to create the games.

Globalisation of the game means that the game is available globally, in many different countries instead of just
    one. The game is distributed to a lot of places and is growing due to this. The movement of people, goods,
    capital and ideas due to increased economic integration which in turn is propelled by increased trade and
    investment. The sharing of goods, services, knowledge and cultures between people and countries.
Which Game Engines run Red Dead
                  Redemption?
                           Rage Euphoria Engine




                        Who owns them?
                              Natural Motion



      How does this relate to cross-media
                 convergence?
Because Natural Motion also is used on other levels of production such as the
                 game developer and software developer.
Marketing
How was the game marketed in the UK?
Trailers –
http://www.youtube.com/watch?v=3gBctl1h_2o
http://www.youtube.com/watch?v=0QxQi1qasY4&feature=r
esults_main&playnext=1&list=PLBE314F1453C2B65C
THERE ARE MANY OTHER TRAILERS AVAILABLE
Bonus’ were available such as ‘the War Horse’
Free Red Dead Redemption t-shirt if you pre-order the game
online.
Exclusive additional content like gang hideouts for the Play
station version.
The game features rewards for your console avatar.
First ever trailers at the cinema for the game.

There was a half an hour short film made:
http://www.youtube.com/watch?v=cZUUVV2rjoc

Pre-order deals – Look at slide 7.
$20 Walmart gift card and free pack of cards
Building sized billboard posters in New York
Games Magazines
What was the marketing budget?
Black, white and red colour scheme.

               Game Box Cover
                                Black connotates death and mystery.
                                Red connotates death, danger, anger.
                                White connotates purity, simplicity and
Shows snapshots of
                                emptiness. All of these things match
the action on the back,
to show what parts of
                                the genre of the game as it is a violent
the game are like and           game.                The character has
give examples of the                                 a gun as a prop, to
graphics.                                            show that there is
                                                     going to be
                                                     violence and
                                                     shooting within the
                                                     game – something
                                                     that will attract the
                                                     target audience.
                                                      Already introducing
                                                      the main character
                                                      as a medium shot.
                                                      Allowing you to see
                                                      his appearance. He
                                                      is scruffy and looks
                                                      rough, his hair looks
                                                      greasy and like he
                                                      doesn’t care. He has
                                                      a serious facial
                                                      expression which
                                                      means he has
                                                      power; his stance
                                                      helps with this idea
                                                      too.
Why do you think the RDR’s cinema advert
was shown before screenings of Robin
Hood, Iron Man 2 and Prince of Persia?
Because the films will have a similar target audience so by playing the
trailer for the game whilst waiting for one of the films to start, it will
introduce the people to the game. They chose to do it at these screenings
as they are probably the type of people who are most likely to buy and
play a game like this. The films are action films that will be mainly watched
by males around the age of 18 and over, they include violence and have
similar story lines. If they were to show the advert on films such as Bride
Wars, it would get ignored as it wouldn’t be being shown to the type of
people that would buy it.

“Speaking to MCV, Rockstar GM Neil Stephen said Redemption will get
the company's first ever cinema advertising campaign."We think the
cinematic nature of the game makes it a perfect fit for cinema," Stephen
said; the game will be advertising to audiences of Robin Hood, Iron Man 2
and Prince of Persia.”
“Rockstar added that its cinema campaign will incorporate some kind of
Bluetooth-enabled content download via posters in the cinema foyer”


This is an example of convergence as it is two companies
working on the same level in order to provide something.
The companies are coming together to create something on
a whole.
What partnerships did Rockstar make with various
                     retailers in order to generate pre-orders for RDR?
Rockstar made cross-media convergence partnerships as they were working with other
companies on the same level of production.
This level of production was marketing as they were coming up with ideas to promote and get
their product out there and known. So they did this by working with other companies such as:
Walmart – gift hard and free playing cards
GameStop – to provide the pre-order bonus on slide 7
PlayStation
Xbox
Game
HMV
Where any of these partnerships set-up
in the UK?
Rockstar set up partnerships with companies such as HMV and Game in the UK so that they could sell the
    game. They also set up cross-media convergence partnerships with online stores such as AMAZON UK,
    as they are popular and many people would rather buy a copy of the game online from a well known site
    that they trust and that offers good prices. There are other partnerships that were also set up in the UK,
    including:

HMV – The War Horse
GAME – The Deadly Assassins Outfit
GOOGLE SEARCH – Red Dead Redemption UK Pre-order Edition
AMAZON UK – The Golden Guns Weapon Pack
Why do shops form these partnerships with game publishers?
By using these partnerships, the shops gained sales too as they were offering special things compared to
    other shops. People would rather go to a shop that has a special deal on the game and gives you more
    for your money than a different shop that isn’t offering more for what you are paying.
Why would someone buy the game at the same price as somewhere that is offering it and more?
Appendix 2 – Interview with John Hillcoat
Distribution
• Physical or Digital media?
                                  Xbox Marketplace (http://marketplace.xbox.com/en-GB/)

Physical includes the actual       Digital media is things for the               Digital media is
console itself:                    game that you can download                    much cheaper to
The CD                             online:                                       do as it means less
The Game box                       Expansion packs                               post production
Blu-ray                            Play station Store                            costs, and it is also
Wii Optical Disc                   Steam                                         quicker. This means
UMB                                Direct2Drive                                  that the game can
- They are different               Mac App Store                                 be made cheaper
depending on the console.          - These also vary on the                      for people to buy
                                   console that you are using.                   so maybe more
                                                                                 people will buy it.

                                                               Steam (http://store.steampowered.com/)

                                            Windows Live Marketplace (www.gamesforwindows.com/en-GB/)
History of Take-Two Interactive

As a company do they have a in-house distribution division or has
this recently changed? If it has, who now distributes the games?
opopooopopoo                                            opopooopopoo




               How are Rock star's games distributed?
                                                            In-House Developers - These are
                                                            studios that are owned by a larger
               They are distributed by Take-Two             publisher, developing exclusively for
               interactive.                                 that publisher. They have varying
                                                            degrees of autonomy within the larger
                                                            publisher, but typically have fewer
                                                            funding issues. Examples
                                                            include Rare and Lionshead owned.
Was Red Dead Redemption released simultaneously across the globe
                or was it a staggered release?
It was released at the same time everywhere and on both available platforms.
PS3 & XBOX – 18th May, 2010.

But then different expansion packs were released at separate times.
 On June 22, 2010, they released the first downloadable expansion pack for Red Dead
Redemption - Outlaws to the End.
And then other downloadable content was released on different dates, making it available
for players.
July 8, 2010
August 10, 2010 and so on.

The short film directed by John Hillcoat was released on May 29, 2010.


      If it was staggered, what implications are there for the
          distribution of the game?
   In a way, it was staggered as you couldn’t buy the complete game as there were always
   new packs to download and improve the game. This had implication on the distribution of
   the game as it meant they had to make all of the packs available and send them out on
   the right time and make people aware of the new one.
1)Where can the game be bought?
                   2)Does this impact on the distribution of the game?
         3)Are these various points of sale going to have an impact on the price?

1) The game can be bought many places including online and in shops. Some examples of shops that would sell the game are
      HMV, Tesco, Game. And also online shops like AMAZON. The prices may vary depending where you buy it from due to the
      bonus deals that certain places have with the game. The game can also be downloaded on the gaming platform itself I
      think, making it easy.
2) This does impact on the distribution of the game as they can only be bought at certain places meaning the distribution
      process could be difficult although there are many places it can be bought from so people shouldn’t have any trouble
      finding it.
3) It definitely has an impact on the price as certain shops have special bonus deals on when you buy the game, which other
      places may not have.


                                                                                                  Do any of the above points of
                                                                                                   sale relate to technological
                                                                                                   convergence?
                                                                                                  Yes, the fact you can
                                                                                                   download new content online
                                                                                                   on the gaming platform.
USEFUL ARTICLES –Online Gaming
www.dfcint.com/wp/?p=14                                               http://www.detecon-dmr.com/en/article/the-
In 2006, DFC estimates that the worldwide online game market
                                                                      evolution-of-video-gaming-distribution_2010_01_19
      was $4.5 billion. They think that by2012 the worldwide online
      game market will pass $13 billion.                              40% of online games revenue coming from digital distribution by 2012
                                                                      and revenue from digital distribution of console games to surpass $1
Broadband penetration in the twenty leading online game               billion by the same year.
countries is expected to increase 48% from 2006 to 2012.
                                                                      Mobile gaming, which is predominantly digitally distributed, already
                                                                      generated $5.8 billion
The total overall number of online gamers in the twenty leading
online game countries is expected to increase 51% from 2006 to
                                                                      With digital distribution, developers and publishers can avoid retailers
2012.                                                                 entirely and distribute games to consumers themselves or through online
                                                                      aggregators such as Direct2Drive and Gametap. Console makers have
http://www.bbc.co.uk/news/technology-                                 also launched digital distribution networks on their game systems to
     17458205                                                         allow consumers to directly download content to internal hard drives.

http://www.bbc.co.uk/news/technology-                                 The first successful video game digital distribution platforms was Valve’s
     17464931                                                         Steam client - distributes almost 600 games available for download and
                                                                      has 16 million users.

                                                                      Telecom providers should be able to play a key role in the development of
                                                                      gaming digital distribution.
Creative Distribution (www.creativedistribution.co.uk)
          UK based games distribution company
Streaming Games
     Cloud
Consump
                                    tion
describes the audiences actual interaction with
  the media text. This can be either passive or
  interactive engagement :
Passive engagement is when you watch something
  on TV or on the internet and think about it.
Interactive engagement is when you describe the
  media text.
consumer to manipulate the technology in some
  way to either to access the media text or to
  progress it in some way – using an iPhone to
  access the internet, bid on eBay or purchase an
  item from Amazon would be a good example of
  the former while playing console games would
What interactive elements encourage the
audience/consumer to buy Red Dead
Redemption?

•   Violence
•   Online
•   Story
•   Combat
•   Gunplay
How does the Open World/ Sandbox nature
of the game (in terms of different
outcomes / challenges) relate to
Consumption?
 Online gaming – interact with other players

 Multi player gaming
Sales figures for Red Dead Redemption: Undead
                   Nightmare.
  How do these compare to the original games
                    release?
• Red Dead Redemption – 11 Million sales

• Read Dead Redemption: Undead Nightmare – 2 million so it
  is a lot less!
What are the key
characteristics of RDR game
play? game that enables up to 16 people to play the
• It is an online
    game at once together, so it is also a multiplayer game. This
    offers a different type of game play that people will like. The
    players can also interact with the environment and the world
    of the game as it is a sandbox game, so it shows a good
    perspective of the actual life of the character and includes a
    3D image of the world he lives in.
•   The players can also, along side of the main storyline, take
    part in special ‘random’ tasks.



In what ways is this similar to the way we
   consume other media products?


RDR game play is heavily reliant on technology.
  Describe the technologies used in online gaming,

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Red dead redemption

  • 2. Glossary Open Source software - is computer software that is available for use that is free of copyright reservations. This means that users of the software can study, change, improve and at times also distribute the software. Parent Company - A company that controls subsidiaries Technical Convergence - Technological convergence is the tendency for different through its ownership of voting stock, as well as runs its technological systems to evolve towards performing similar task own business. Cloud computing - Cloud computing refers to the provision of computer resources Subsidiary - Controlled by a holding or parent company (primarily software) on demand via a computer network. Its principal is, in effect, no Vertical Integration - The combination in one company of different to the supply of gas or electricity – the digital content is streamed down the two or more stages of production normally operated by internet to the users computer ready for immediate use. separate companies Gaming-on-demand - Gaming on demand is a game service which will take advantage Horizontal Integration - Production of different varieties of a broadband connection, large servers and digital encryption and compression to of the same product, or different products at the same stream game content directly to a subscriber. Game content isn't stored on the user's level of processing, within a single firm. machine and game code execution occurs primarily at the server so a less powerful Publisher - A person or company that prepares and issues computer can be used than the game would normally require. books, journals, music, or other works for sale OnLive - is a cloud computing, gaming-on-demand medium: the games are Game Developer - A person who develops games. synchronized, rendered, and stored on remote servers and delivered via the Internet. Distributor - An agent who supplies goods to stores and Onlive itself is not a platform. The games offered run off of Onlive servers (mostly other businesses that sell to consumers installed with Windows). The Onlive service allows game content to be passed along Software Developer - A software developer is a person or the internet to end users running the Onlive game system. organization concerned with facets of the software development process Transnational - A large company operating internationally; a multinational Globalisation - growth to a global or worldwide scale Exclusivity - This refers to an advertiser requesting that their ad not be shown in rotation. This normally results in a higher fee for the publisher, as it reduces the number of ads they could otherwise show. Synergy - The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects Partnership - A business or firm owned and run by two or more partners Proprietary software - Computer programs which are the legal property of one party, the use of which is made available to a second or more parties, usually under contract or licensing agreement.
  • 3. Factfile  Made by Rockstar Games  Rockstar Games are the Subsidiary of Take- Two Interactive  This means that Take –Two is the parent company as it owns Rockstar.  Who is Rockstar?  Rockstar Games is a Publishing company that publishes games such as Grand Theft Auto, Midnight Club and Red Dead Redemption.  Who runs Rockstar?  The Rockstar Games label started in New York in 1998 by the English video game producers Sam Houser, Dan Houser, Terry Donovan, Jamie King and Gary Foreman.
  • 4. For Red Dead Publisher Rockstar Redemption Rockstar Games Were the various Rockstar Studios something else before they became Rockstar studios? Developer  Some studies have been renamed and taken over by its parent company, Take-Two Interactive. This is to mix Rockstar San Diego the two companies together although some studies have kept their Brand so that they can become part of the companies ‘2k Games division’. Distributor Rockstar San Diego – Angel Studios Ditan Distribution Rockstar Vancouver – Barking Dog Studios Rockstar Vienna – Neo Software
  • 5. Vertical/Horizontel Ownership Rockstar is Parent Company Take-Two Interactive The parent company, controlling the Take-Two Interactive production at two Owns the Publishing stages of the Publisher company Rockstar. production, the Rockstar Games This is vertical publishing and integration as it is the game owning or controlling developing as it is Game Developer production at the same Rockstar San Diego different levels. company at both levels. This is vertical Distributor Parent Company Titan Distribution Take-Two Interactive integration. Publisher Different companies are Rockstar Games working together on the same level of production as a Game Developer Software developer Rockstar San Diego Natural Motion partnership; nobody owns Natural Motion. Distributor This is horizontal integration. Titan Distribution
  • 6. How is a game actually made? Rockstar Advanced Game Engine (RAGE) Made by RAGE Technology Group at Rockstar San Diego. Create the ‘game world’ using Euphoria, an Euphoria character animation example of cross-media engine at Natural Motion convergence. Open Source bullet physics engine
  • 7. What processes and people are involved in this long and complex process?  Development Trailer of the game was sent to Sony which also promoted the new Play Station 3 as it had yet to be released.  Marketing and Release Allowed people to ‘pre-order’ the game and gave them a vote on what outfit the main character could unlock straight away, which instantly provided new content to the game depending on the outfit they chose. Exclusive additional things such as new gang buildings were available if you bought it on PS3. Downloadable content that expanded the game with new missions and guns.
  • 8. What gaming platforms is Red Dead Redemption available on? Why do you think it is these consoles and not others? I think the game is only available on PS3 and XBOX 360 as it is probably a game that requires good graphics and a high standard of game play, a system that is fast and can deal with a big sandbox game. As the game is 3D is probably takes up a lot of space and needs to have a good console to support it. I also think it could be because it means the company can charge more for the game as generally, games for these types of consoles are more expensive as they are newer. Also, people will want to buy it for these two consoles as they are most popular at the moment and if they brought it out for PC, it may not do as well. These consoles are also more likely to be bought by people around the age of the target audience for the game, 18. Other consoles such as the Wii is more suitable for the younger generation and families; therefore it wouldn’t get many sales if they brought it out on that platform.
  • 9. Which technologies do they converge and what impact does this have on the game and its players? Xbox and Play station 3 have similar qualities so it means the game can be made alike and less money has to be spent on making it available on those two platforms. The interaction is very similar when using both consoles and you are able to carry out similar tasks on them due to what they can provide, they are like different devices in one. Does this impact on the game? This does impact on the game as it means that Rockstar can produce upgrades for the game and people can buy and download the upgrade or expansion packs to make the game better and introduce new things to the game all of the time. This impacts the game as it means it isn’t being forgotten about and the company can spend money on improving the game and giving the players what they want so that they will spend more money and get more out of the game overall. You can already download this new content for the game:  Undead Nightmare  Liars and Cheats  Legends and Killers  Outlaws to the End (co-op mission pack) Does this allow for extra revenue to be generated? It has slightly allowed for extra revenue to be made as games on these two platforms can be expensive, especially when they first come out. As both consoles are in high demand and are popular due to the fact you can go online and play with other people, whilst also being able to access stored games and have the ability to save the game whenever you want. The technical convergence has allowed more revenue in a way because people are willing to pay for a high quality game that is modern and can do new things on the consoles.
  • 10. Take Two Interactive  Is a large American publishing company that is headquartered in New York  It is also a developer and distribution company as it owns: 2k Games and Rockstar Games. Games it has produced: Grand Theft Auto Midnight Club Manhunt Bioshock It is a transnational business. Why? It sells its products beyond the boundaries and world wide. Therefore it is also a global and has globalisation due to the fact it uses other companies internationally to create the games. Globalisation of the game means that the game is available globally, in many different countries instead of just one. The game is distributed to a lot of places and is growing due to this. The movement of people, goods, capital and ideas due to increased economic integration which in turn is propelled by increased trade and investment. The sharing of goods, services, knowledge and cultures between people and countries.
  • 11. Which Game Engines run Red Dead Redemption? Rage Euphoria Engine Who owns them? Natural Motion How does this relate to cross-media convergence? Because Natural Motion also is used on other levels of production such as the game developer and software developer.
  • 12. Marketing How was the game marketed in the UK? Trailers – http://www.youtube.com/watch?v=3gBctl1h_2o http://www.youtube.com/watch?v=0QxQi1qasY4&feature=r esults_main&playnext=1&list=PLBE314F1453C2B65C THERE ARE MANY OTHER TRAILERS AVAILABLE Bonus’ were available such as ‘the War Horse’ Free Red Dead Redemption t-shirt if you pre-order the game online. Exclusive additional content like gang hideouts for the Play station version. The game features rewards for your console avatar. First ever trailers at the cinema for the game. There was a half an hour short film made: http://www.youtube.com/watch?v=cZUUVV2rjoc Pre-order deals – Look at slide 7. $20 Walmart gift card and free pack of cards Building sized billboard posters in New York Games Magazines
  • 13. What was the marketing budget?
  • 14. Black, white and red colour scheme. Game Box Cover Black connotates death and mystery. Red connotates death, danger, anger. White connotates purity, simplicity and Shows snapshots of emptiness. All of these things match the action on the back, to show what parts of the genre of the game as it is a violent the game are like and game. The character has give examples of the a gun as a prop, to graphics. show that there is going to be violence and shooting within the game – something that will attract the target audience. Already introducing the main character as a medium shot. Allowing you to see his appearance. He is scruffy and looks rough, his hair looks greasy and like he doesn’t care. He has a serious facial expression which means he has power; his stance helps with this idea too.
  • 15. Why do you think the RDR’s cinema advert was shown before screenings of Robin Hood, Iron Man 2 and Prince of Persia? Because the films will have a similar target audience so by playing the trailer for the game whilst waiting for one of the films to start, it will introduce the people to the game. They chose to do it at these screenings as they are probably the type of people who are most likely to buy and play a game like this. The films are action films that will be mainly watched by males around the age of 18 and over, they include violence and have similar story lines. If they were to show the advert on films such as Bride Wars, it would get ignored as it wouldn’t be being shown to the type of people that would buy it. “Speaking to MCV, Rockstar GM Neil Stephen said Redemption will get the company's first ever cinema advertising campaign."We think the cinematic nature of the game makes it a perfect fit for cinema," Stephen said; the game will be advertising to audiences of Robin Hood, Iron Man 2 and Prince of Persia.”
  • 16. “Rockstar added that its cinema campaign will incorporate some kind of Bluetooth-enabled content download via posters in the cinema foyer” This is an example of convergence as it is two companies working on the same level in order to provide something. The companies are coming together to create something on a whole.
  • 17. What partnerships did Rockstar make with various retailers in order to generate pre-orders for RDR? Rockstar made cross-media convergence partnerships as they were working with other companies on the same level of production. This level of production was marketing as they were coming up with ideas to promote and get their product out there and known. So they did this by working with other companies such as: Walmart – gift hard and free playing cards GameStop – to provide the pre-order bonus on slide 7 PlayStation Xbox Game HMV
  • 18. Where any of these partnerships set-up in the UK? Rockstar set up partnerships with companies such as HMV and Game in the UK so that they could sell the game. They also set up cross-media convergence partnerships with online stores such as AMAZON UK, as they are popular and many people would rather buy a copy of the game online from a well known site that they trust and that offers good prices. There are other partnerships that were also set up in the UK, including: HMV – The War Horse GAME – The Deadly Assassins Outfit GOOGLE SEARCH – Red Dead Redemption UK Pre-order Edition AMAZON UK – The Golden Guns Weapon Pack Why do shops form these partnerships with game publishers? By using these partnerships, the shops gained sales too as they were offering special things compared to other shops. People would rather go to a shop that has a special deal on the game and gives you more for your money than a different shop that isn’t offering more for what you are paying. Why would someone buy the game at the same price as somewhere that is offering it and more?
  • 19. Appendix 2 – Interview with John Hillcoat
  • 20. Distribution • Physical or Digital media?  Xbox Marketplace (http://marketplace.xbox.com/en-GB/) Physical includes the actual Digital media is things for the Digital media is console itself: game that you can download much cheaper to The CD online: do as it means less The Game box Expansion packs post production Blu-ray Play station Store costs, and it is also Wii Optical Disc Steam quicker. This means UMB Direct2Drive that the game can - They are different Mac App Store be made cheaper depending on the console. - These also vary on the for people to buy console that you are using. so maybe more people will buy it.  Steam (http://store.steampowered.com/)  Windows Live Marketplace (www.gamesforwindows.com/en-GB/)
  • 21. History of Take-Two Interactive As a company do they have a in-house distribution division or has this recently changed? If it has, who now distributes the games? opopooopopoo opopooopopoo How are Rock star's games distributed? In-House Developers - These are studios that are owned by a larger They are distributed by Take-Two publisher, developing exclusively for interactive. that publisher. They have varying degrees of autonomy within the larger publisher, but typically have fewer funding issues. Examples include Rare and Lionshead owned.
  • 22. Was Red Dead Redemption released simultaneously across the globe or was it a staggered release? It was released at the same time everywhere and on both available platforms. PS3 & XBOX – 18th May, 2010. But then different expansion packs were released at separate times. On June 22, 2010, they released the first downloadable expansion pack for Red Dead Redemption - Outlaws to the End. And then other downloadable content was released on different dates, making it available for players. July 8, 2010 August 10, 2010 and so on. The short film directed by John Hillcoat was released on May 29, 2010. If it was staggered, what implications are there for the distribution of the game? In a way, it was staggered as you couldn’t buy the complete game as there were always new packs to download and improve the game. This had implication on the distribution of the game as it meant they had to make all of the packs available and send them out on the right time and make people aware of the new one.
  • 23. 1)Where can the game be bought? 2)Does this impact on the distribution of the game? 3)Are these various points of sale going to have an impact on the price? 1) The game can be bought many places including online and in shops. Some examples of shops that would sell the game are HMV, Tesco, Game. And also online shops like AMAZON. The prices may vary depending where you buy it from due to the bonus deals that certain places have with the game. The game can also be downloaded on the gaming platform itself I think, making it easy. 2) This does impact on the distribution of the game as they can only be bought at certain places meaning the distribution process could be difficult although there are many places it can be bought from so people shouldn’t have any trouble finding it. 3) It definitely has an impact on the price as certain shops have special bonus deals on when you buy the game, which other places may not have.  Do any of the above points of sale relate to technological convergence?  Yes, the fact you can download new content online on the gaming platform.
  • 24. USEFUL ARTICLES –Online Gaming www.dfcint.com/wp/?p=14 http://www.detecon-dmr.com/en/article/the- In 2006, DFC estimates that the worldwide online game market evolution-of-video-gaming-distribution_2010_01_19 was $4.5 billion. They think that by2012 the worldwide online game market will pass $13 billion. 40% of online games revenue coming from digital distribution by 2012 and revenue from digital distribution of console games to surpass $1 Broadband penetration in the twenty leading online game billion by the same year. countries is expected to increase 48% from 2006 to 2012. Mobile gaming, which is predominantly digitally distributed, already generated $5.8 billion The total overall number of online gamers in the twenty leading online game countries is expected to increase 51% from 2006 to With digital distribution, developers and publishers can avoid retailers 2012. entirely and distribute games to consumers themselves or through online aggregators such as Direct2Drive and Gametap. Console makers have http://www.bbc.co.uk/news/technology- also launched digital distribution networks on their game systems to 17458205 allow consumers to directly download content to internal hard drives. http://www.bbc.co.uk/news/technology- The first successful video game digital distribution platforms was Valve’s 17464931 Steam client - distributes almost 600 games available for download and has 16 million users. Telecom providers should be able to play a key role in the development of gaming digital distribution.
  • 25. Creative Distribution (www.creativedistribution.co.uk) UK based games distribution company
  • 27. Consump tion describes the audiences actual interaction with the media text. This can be either passive or interactive engagement : Passive engagement is when you watch something on TV or on the internet and think about it. Interactive engagement is when you describe the media text. consumer to manipulate the technology in some way to either to access the media text or to progress it in some way – using an iPhone to access the internet, bid on eBay or purchase an item from Amazon would be a good example of the former while playing console games would
  • 28. What interactive elements encourage the audience/consumer to buy Red Dead Redemption? • Violence • Online • Story • Combat • Gunplay
  • 29. How does the Open World/ Sandbox nature of the game (in terms of different outcomes / challenges) relate to Consumption?  Online gaming – interact with other players  Multi player gaming
  • 30. Sales figures for Red Dead Redemption: Undead Nightmare. How do these compare to the original games release? • Red Dead Redemption – 11 Million sales • Read Dead Redemption: Undead Nightmare – 2 million so it is a lot less!
  • 31. What are the key characteristics of RDR game play? game that enables up to 16 people to play the • It is an online game at once together, so it is also a multiplayer game. This offers a different type of game play that people will like. The players can also interact with the environment and the world of the game as it is a sandbox game, so it shows a good perspective of the actual life of the character and includes a 3D image of the world he lives in. • The players can also, along side of the main storyline, take part in special ‘random’ tasks. In what ways is this similar to the way we consume other media products? RDR game play is heavily reliant on technology. Describe the technologies used in online gaming,