Discuss the
phenomenon of digital media convergence
in relation to Advertising & New Media
Digital
media convergence has changed the face of gaming, and it has also taken the
world of advertising and new media to unforeseen heights. A clear demonstration
of this convergence is found within MMO style games and games that now require
a social network interaction site in order to launch the game. Firstly, this
paper will explore why advertisements are becoming abundant within these new
forms of media including in-game advertisements, and how this directly relates
to convergence. Secondly, we will analyse specific examples of these
advertisements and discuss how they compare to more traditional advertisements
in other mediums. Lastly, the notion of digital media convergence will be
explored, and an understanding of what this actually means for the video game
market will be highlighted. Advertising within present and future mediums of
gaming consoles is growing. The convergence of gaming consoles with other forms
of digital media is the reason why this is a growing trend.
The convergence of online market
places with gaming has opened up a whole new revenue stream for gaming
companies. In-game advertisements are becoming increasingly common throughout
most mediums of video games. What started as simple banner ads featured on the
main menu of such consoles including the Xbox 360 or the PlayStation 3; has now
evolved to being displayed directly in game, such as those featured in mobile
gaming. Advertisements within gaming are becoming more abundant because game
companies want to attract more consumers to their games. This is effectively
highlighted by Spurgeon, C. He denotes that some form of social games generate
their revenue by providing incentives to existing customers to recruit new
members. These rewards include in game currencies and bonus items not otherwise
obtainable through more traditional means of playing. He also refers to this
notion as 'Advergaming'. We can see this is hugely apparent within MMO
style games found on the computer. World of Warcraft also incorporates this 'recruit
a friend' style ‘Advergaming’,
which is being adopted massively by other gaming companies. This directly
highlights the growing trend companies are utilising to get the most out of
their product and their consumers. Through these examples we are able to see
the successful convergence of online market places, and online based rewards
with traditional video games resulting in this whole new form of social
interactivity.
Advertisements
within this medium of video games share their similarities and differences with
more traditional types of advertisements in other forms of media. Traditional
advertising and 'Advergaming' both share the ultimate goal of selling a
product or a service to its respective customers. Depending on what platform,
game or even the genre of game a particular user is playing, companies are
incorporating 'behavioural advertising', (Wilken, R. 2009). This are
more tailored or targeted in game advertisements which are what these
particular consumers should be interested in. Wilken, R. again points out the
shift towards these style advertisements in mobile devices, but similarities
can be drawn to ‘Advergaming’. A
notable example is the implementation of the 'Battlefield Premium'
service by DICE and Electronic Arts, which when first released, almost
overwhelmed the user with banner ads and videos on the ‘Battlelog’ website, needed to launch the game. This would not be
technically feasible without the incorporation of a web-site/social media hub
for battlefield, which is at the hands of the convergence of social media and
gaming. This can be directly comparable to another social network, Facebook,
which in some cases can be flooded with ads - and even these Facebook apps and
games can contain in-game advertisements. This demonstrates to us that
advertisements in completely different mediums can follow the same general
method of getting to the consumer.
According to Jenkins (2006),
convergence is the 'flow of content across multiple media platforms...'
Digital media convergence is rapidly changing the way we can purchase video
games, play video games, and even be persuaded by other products through
in-game advertising. It is through this convergence of social media, online
market places and interaction across multiple forms of video game mediums that
these styles of advertisements are even possible. It was through the
implementation of game market places, directly accessible on video game
consoles including the Xbox Live Market Place, The Wii Shop Channel or the
PlayStation Store, that displays direct ‘Advergaming’
to consumers from their own console. This has changed the video game market.
Jenkins (2006) points out this flow of varying content, which are directly available
on these market places ranging from full games to music and TV shows. It is
also strongly shown on Battlefield 3’s social interaction site ‘Battlelog’ which features its own store
for one specific game and includes game expansions and soldier upgrades. Gaming,
through digital media convergence, has changed the way consumers perform all
their gaming related shopping, it is through social interaction and ‘Advergaming’ that this is possible.
Digital
media convergence has changed the face of gaming, advertising and new media,
specifically those of video game mediums have also reached new social
interaction heights. It is through the implementation of social networks for
certain games, incentives and ‘Advergaming’
that the true extent of this convergence is apparent. By demonstrating the
types of advertising we see within these new forms of social media, comparing
them to other contemporary types of advertising in other mediums, and by
highlighting what it will actually mean for the gaming community clearly shows
this phenomenon of convergence has changed the face of gaming.
Albert Latham
References:
Spurgeon, C. (2008) Advertising & New Media Oxon Routledge, pp 24 – 45
Spurgeon, C. (2008) Advertising & New Media Oxon Routledge, pp 24 – 45
Wilken, R. (2009) 'Waiting for the Kiss of Life' Mobile
Media and Advertising University of Melbourne ,
Australia
Jenkins,
H. (2006) Convergence Culture: Where Old and New Media Collide NY university
press
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