Minecraft
Minecraft is a multi-national 'sandbox' game which has become increasingly popular over the last decade. The creator of this game, Markus 'notch' Persson (mojang), initially began the game using the 'sandbox' platform which allowed players to have immense freedom and creative possibilities as it did not require the completion of levels. This creativity enforced its popularity.
Its success led to many online gamers playing the game and/or reviewing it. Videos were then created of their gameplay which marketed the game further. Youtube placements were introduced as popular gamers such as 'Ali-A' and 'Syndicate' endorsed the game and posted videos of them playing. Many other platforms such as 'twitch' were also being used by gamers and fans to watch the gameplay videos.
The active audience of the game accounts for the majority of its success. As the game became more popular conventions and clubs emerged promoting the game. Fans of the game would come together and would be able to play the game and meet youtube celebrities while purchasing merchandise. Minecon became an annual event globally and occurs often with thousands of fans visiting each year.
The game is becoming digitally convergent as originally it was played only on PC. The game has now moved on to platforms such as X Box and on the app store. Microsoft also has plans to move the game to Nintendo Switch and Sony Playstation which would be one of the first games to do this.
The game is also adapting into a Movie by Warner brothers which is not only promoting the marketing of the game but is also allowing a new source of income to Mojang as the movie can be developed further if it is successful. Further marketing has also been shown with companies such as lego investing in the brand and producing Minecraft Lego which is then available to reach new audiences (possibly for younger audiences that do not have access to the game thus promoting the brand and subverting traditional methods).
Its success led to many online gamers playing the game and/or reviewing it. Videos were then created of their gameplay which marketed the game further. Youtube placements were introduced as popular gamers such as 'Ali-A' and 'Syndicate' endorsed the game and posted videos of them playing. Many other platforms such as 'twitch' were also being used by gamers and fans to watch the gameplay videos.
The active audience of the game accounts for the majority of its success. As the game became more popular conventions and clubs emerged promoting the game. Fans of the game would come together and would be able to play the game and meet youtube celebrities while purchasing merchandise. Minecon became an annual event globally and occurs often with thousands of fans visiting each year.
The game is becoming digitally convergent as originally it was played only on PC. The game has now moved on to platforms such as X Box and on the app store. Microsoft also has plans to move the game to Nintendo Switch and Sony Playstation which would be one of the first games to do this.
The game is also adapting into a Movie by Warner brothers which is not only promoting the marketing of the game but is also allowing a new source of income to Mojang as the movie can be developed further if it is successful. Further marketing has also been shown with companies such as lego investing in the brand and producing Minecraft Lego which is then available to reach new audiences (possibly for younger audiences that do not have access to the game thus promoting the brand and subverting traditional methods).
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