What is Minecraft?
Minecraft is a sandbox video game created and designed by Swedish game designer Markus "Notch" Persson and later fully developed and published by Mojang. The creative and building aspects of Minecraft allow players to build with a variety of different cubes in a 3D procedurally generated world. Other activities in the game include exploration, resource gathering, crafting, and combat.
When was it created?
Minecraft was released on 18 November 2011. It was first released on 17th May 2009 as a developmental release.
By who?
Minecraft was created and designed by Swedish game designer Markus "Notch" Persson.
Who purchased it?
Microsoft bought out the company 'Mojang'.
How much is it worth?
Microsoft bought it for $2.5billion.
What is the age demographic?
Some reports suggest the biggest group are kids between the ages of 5 and 15.
(https://www.huffingtonpost.com/ondi-timoner/the-minecraft-generation_b_5900518.html)
Key Terminologies
Digitally convergent media: Video games consoles are an excellent example of a digitally convergent device, you can not only play games but access social media, surf the internet, stream films and TV content and upload content into cloud based servers. Cross-media content helps maximise profits and also improve reach to new customers.
Production: This refers to all phases of designing, developing and making the media product; this process is addressed in this factsheet.
Distribution: This refers to all processes linked to delivering the media product to audiences both through tangible (disc) and digital (Cloud based) media.
Consumption: Explores the way in which the media text is used by audiences for pleasure but also explores the rise of user generated content across several platforms.
Di
Discuss how Youtube was used as a platform to market the game.
Youtube was used as a platform to market the game 'Minecraft' by creating gameplays and different videos relating to the game to act as an advertising device for the game. Official advertisements can cost a lot of money, and uploading a youtube video is free, giving Minecraft and the company behind the game a cheap way to advertise their product to the world and their specific age demographic (around the range of 5 to 15 year old). These videos create a viral hype and talkability, which helps the games to be marketed and advertised to people around the world. When people see this particular video, it may then cause them to click on other similar youtube videos, or to tell other people about the game and persuade them to buy it, or stream it, and then play it.
The success of the games market:
– The UK’s: US$4 billion
– China: US$24.4 billion
– America: US$23.6 billion.
A recent report by the UKIE suggests that the global games market is now worth in excess of US$100 billion. In comparison to traditional media like film, radio, print and television, video games are much younger, exponentially growing since the 1970s.
The Origin of Minecraft:
- Minecraft's Swedish creator, Markus “Notch” Persson started creating the game in May of 2009 having been inspired by similar games such as Dwarf Fortress, a single- player construction and management game; his goal was to produce a Role Playing Game variation.
Minecraft’s initial reception wasn’t commercially viable, seen more as a niche product for players with expert knowledge of computers and programming.
Marketing and Distribution:
Without the commercial backing of a mainstream publisher, and no money spent on advertising revenue, the game relied on word of mouth between gamers and featured on sites such as the Penny Arcade web comic to generate interest amongst gamers.
By January 2011, the beta-version of the game had passed over one million purchases in just only a month, and by April 2011 Persson estimated that $33 million of revenue had been made.
Minecraft and Lego:
Minecraft and Lego have collaborated on a product that would appeal to their age demographic, but that also would be able to market both products in an effective way. Both Lego and Minecraft are creative 'sandbox' games with a relatively same age range. The game was carefully marketed to audiences as identified above, as an online version of Lego and in doing so aligned itself with one of the most iconic ‘learning construction education products’ in history.
Minecraft: Eduction Edition
Minecraft can be used in education as teachers are able to incorporate it in their lessons to get across what they are trying to teach. Minecraft can be used in various lessons such as maths and physics and it offers special features for teachers such as tutorials, classroom management tools, classroom collaborations and sample lessons.
Minecraft's Multiplatform Format:
In November 2011, prior to the game’s official release, Minecraft had over 16 million registered users and 4 million purchases. Due to its popularity, Minecraft was released across multiple platforms becoming a commercially viable franchise with increased interactivity. In particular, Minecraft: Pocket Edition was released on Sony Xperia Play, available on Sony Xperia smartphones. Minecraft also become available on Android and iOS devices shortly after.
Distribution:
Versions of the game can be purchased over the internet using such outlets
the Playstation Network or Xbox Live Arcade. Recent additions include the Nintendo platform which was excluded from the initial Minecraft releases; available to download from December 2015 with physical copies from June 2016 and most recently for Nintendo Switch (May 2017) and Nintendo 3DS (download only from September 2017).
the Playstation Network or Xbox Live Arcade. Recent additions include the Nintendo platform which was excluded from the initial Minecraft releases; available to download from December 2015 with physical copies from June 2016 and most recently for Nintendo Switch (May 2017) and Nintendo 3DS (download only from September 2017).
First Version of Minecraft:
Newest Version of Minecraft:
Developments in production:
Minecraft started in 2009 when Swedish game developer Markus “Notch” Persson started working on an experimental sandbox game where players could build and navigate a world of textured cubes. Notch himself credits other indie games like Zachary Barth’s Infiniminer for this idea.
2010 Minecraft was developed as a multiplayer game using JAVA code. Gamers were able to contribute to the development of the program eliminating bugs and facilitating multiplayer capability. In September of 2013, Microsoft bought all rights to Minecraft from Mojang for $2.5 billion dollars.
2017 Microsoft ownership develops the cross platform capability of Minecraft which is now available on C gamers but those who own smartphones, Microsoft consoles (Xbox); Playstation 3, 4 and PS Vita; and more recently Nintendo consoles (Wii U) and hand-held devices (Nintendo Switch and Nintendo New 3DS, New 2DS XL and New 3DS XL)
This opens up the market for the game (potentially increasing profits). Newer games e.g. for smart phones were programmed in C++ (which limit the Minecraft community from modifying the code).
Minecraft: Story Mode follows more of the recognisable institutional conventions of game development including tutorials on how to play the game.
Summary
Minecraft has been continuing to be developed since 2009 when game designier Markus Persson started this experimental sandbox game. The Minecraft from 2010 was developed into a mulitplayer game using a JAVA code. People involved in playing minecraft were able to contribute to the development of the game by eliminating bugs themselves and enabling multiplayer capability. Microsoft then bought Mojang (Persson's company) for $2.5billion. Minecraft is developing due to the fact that there are many different platforms to play video games on such as games consoles (Xbox, playstations etc.), Nintendo consoles (Wii, Wii U), and mobile devices (Apple, Samsung and Sony) as well as handheld consoles such as Nintendo Switch and Nintendo 3DS. The disadvantages of this for the minecraft community are that because the game has been bought out by Microsoft, the original gamers from the community are no longer able to fix bugs and make improvements to the game due to the fact that the game is being produced and distributed on such a large scale. Another disadvantage is that Minecraft for smartphones were programmed in C++, which is a much more complex code that limits the Minecraft community in how much they are able to modify the code due to the fact that the code is more difficult than a JAVA code.
28/11/17
Task 1
Describe how audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste.
- Apply the segmentation model GEARs as part of the analysis
- Question: In what way is the content suited to this wide age demographic?
- Read the following link and identify the factors which make the game particularly suited to young people and “safe”. (http://metro.co.uk/2013/11/22/the-mums-guide-to-minecraft-everything-you-need-to-know-about-the-worlds-biggest-game-4189492/)
- AGE: 21 – and upwards
- List reasons why in your opinion it might appeal to an older demographic,
Helpful Links:
- http://www.minecraftforum.net/forums/minecraft-editions/minecraft-playstation-3-edition/mcps3-discussion/2064622-how-old-is-too-old-to-play-minecraft
- http://www.minecraftforum.net/forums/minecraft-java-edition/discussion/2125268-what-do-you-think-about-old-people-playing
AGE
under 15 (147 votes [20.59%])
15-21 (312 votes [43.70%])
22-30 (150 votes [21.01%])
31-40 (58 votes [8.12%])
41-50 (23 votes [3.22%])
51-60 (5 votes [0.70%])
61-70 (1 votes [0.14%])
71-80 (1 votes [0.14%])
81+ (17 votes [2.38%])
Analysis
Over 80% of the demographic is represented by Under15’s through to 22 – 30’s
Of the 80% 50% are aged 15 -21 and 25% each are under 15 and between 22 – 30
Question: In what way is the content suited to this wide age demographic?
The content within Minecraft is suited to this wide age demographic as players are able to create their own world and they are able to create whatever they want within their specific Minecraft world, therefore making it suitable for people of all ages. Younger people may want to play the game to be creative and start gaming in a simpler way, and it could also help them to learn. Older people may play the game as they have grown up with it and they may also use it as a form of escapism. Additionally to this, there is a multiplayer feature in which friends can play Minecraft together.
Task 2
Describe How media producers target, attract, reach, address and potentially construct audiences.
Minecraft as a game /brand has been developed. The existing game has been upgraded and is increasingly becoming more sophisticated (Graphically and contains new features). It also includes open world game play.
Minecraft Realms was launched to attract and encourage audiences to use the game on dedicated servers and increase subscription revenues.
Minecraft StoryMode targets a newer audiences with New stories.
Mojang
Initially there was little work to advertise the original version of Minecraft; it was simply word of mouth across forums that created a buzz about the game.
Microsoft
Now that Minecraft is established and owned by a division of a conglomerate, the methods used to distribute and market the game are similar to popular mainstream releases.
Identify the approaches taken by Microsoft to market the game.
Educational Minecraft will help to introduce Minecraft to a younger audience and possibly persuading them to play the game outside of education. It also helps to make education more interesting and helps them to engage with the subject. Code is also modern and helps younger people to become interested in code and computer science.
There is evidence to suggest that mobile and hand-held devices are really driving the sales of Minecraft forward. For example, the release of the PlayStation Vita version of Minecraft boosted sales of Minecraft by 79%, outselling PS3 and PS4 releases and making it the largest launch on a PlayStation console. The appeal is being fuelled by a new generation of gamers who prefer hand-held devices over traditional consoles.
Minecraft Story Mode
Minecraft Story Mode is different from previous versions as it is a episodic point and click graphic adventure that in turn creates a story that the gamer can follow and continue into the game. It is also different because it is made by a different company (telltale games) and was not created by the original company.
17/11/17
The
introduction of Minecraft
Realms (2013) has tried to give the producers more control over the
distribution and circulation of the game since some pro-am consumers were
creating their own virtual spaces and hacks across illegitimate servers, such
as https://www.wizardhax.com/play/ as one example.
Minecraft Story Mode is different from previous versions as it is a episodic point and click graphic adventure that in turn creates a story that the gamer can follow and continue into the game. It is also different because it is made by a different company (telltale games) and was not created by the original company.17/11/17
Task 1:
Minecraft & Technological
change? Record
notes on how Minecraft has developed over recent years through the impact of microsoft, by the
development of Microsoft Realms & online subscription payments.
The impact of Microsoft:
When
the Xbox and PlayStation versions were created there was often a chance to
offer digital versions of the same game across the Windows 10 operating system
to promote the Microsoft brand across home computers, a form of synergy.
Users
were
often encouraged to download the game through the cloud servers rather than a
physical copy of the game which would incur more of a cost for the institution.
physical
copies
of Minecraft were
often
released six months after the downloadable version, most likely as a way to
limit the impact of piracy, hacking and file sharing.
The
introduction of Minecraft
Realms (2013) has tried to give the producers more control over the
distribution and circulation of the game since some pro-am consumers were
creating their own virtual spaces and hacks across illegitimate servers, such
as https://www.wizardhax.com/play/ as one example.
What is Minecraft Realm?
Minecraft Realm is
an
official subscription-based server hosting service that allows players to
create and manage their own private Minecraft servers. Hosted by Mojang,
Realms
provides
an easy and fast way to
allow owners to
manage their gaming content.
In
Minecraft Java
Edition, Realms also allows players to choose from a list
of minigames to
play temporarily, as well as several pre-made world template. Realms
is
intended for use by small groups
of friends or as a family server.
What is your view on the role of game producers protecting themselves and its customers from hacking?
My view is that it is important that game producers are protecting themselves from hacking as they have spent their time and money developing an original game only for it to be copied and imitated by other illegitimate companies. It is also important to protect customers from hacking due to personal information being released.
What is your view on accessing games through piracy?
People that are most likely to access a game through privacy are low income families and individuals that cannot afford to buy the real game, but still want to experience the game and play it. I think that it is wrong, but for some individuals it is the only way to be able to access video games.
Task 2:
Record notes on Minecraft related
to ownership
Recognize the way Minecraft
developed as a grassroots movement in Mojang.
Recognize how “Microsoft
Studios” have diversified the brand and product offerings
Question. Discuss whether you believe “independent” game developers and
prosumers need to surrender their creative license to conglomerate interests
(Microsoft) to maximise profits.
Mojang was
founded in 2009
by Markus “Notch” Persson who
developed Minecraft.
Following
the release of the game in 2011 it has sold 121 million copies worldwide.
It
is a grassroots program meanning the
program developed through input from its users.
Microsoft
Studios bought out Mojang and
the intellectual property rights of Minecraft in
2014
for 2.5 $Bn.
Mojang
Studios is their only first-party studio in Europe.
Grassroots Programming: The
program has been developed through input from its users.
Other games that Microsoft Studio have produced:
- Halo series (15+)
- Gears of War series (18+)
- Fable (16+)
> Microsoft
Studios is the video game production wing for Microsoft, responsible for the
development and publishing of games for the Xbox, Xbox 360, Xbox One, Games for
Windows, Steam, Windows Store and Windows Phone platforms.
> Microsoft
work with third party development studios
Their
decision to invest US$2.5 billion to purchase Mojang was taken as Minecraft
enjoyed global success and a loyal fan base.
This
meant that they would receive long term
revenue (profits).
> Other
collaborations
with games developers includes Telltale Games who helped develop the Minecraft:
Story Mode in 2015.
Playstation
versions were developed by 4J Studios.
Changes
in Ownership and control:
- The
vision of the founder Markus Persson to use Minecraft as a grassroots (bottom up) collective
for the development of the brand appears to be lost.
- Following
his transfer of intellectual property rights to Microsoft, there is evidence to
suggest that Persson did
not wish to develop a virtual reality version of the game with Oculus.
- Under
Microsoft's ownership plans
to work on a virtual reality version of Minecraft were renewed.
I feel as though in order for the game to be able to make money and develop in the best way possible, smaller independent developing companies should be able to work with conglomerate companies to be able to make profit but also to make the game the best that it can be. However, this means that the audience are no longer able to become involved in the process of making the game and they may feel a lack of control, and because the company is now part of a conglomerate the prices of the games will now go up, meaning original players of the game may have to pay out more than they would have originally and may not be able to afford to play it.
Task 3:
Minecraft - The significance of
economic factor
Recognize why Minecraft’s
production costs under Mojang were substantially lower compared to Mainstream
games producers.
Recognize how Minecraft is
linked to Not for profit organisations
> With the continued growth of video games
you could focus on the marketing campaigns for games often having worldwide and
simultaneous releases across each video game market.
> Budgets for games vary and Minecraft is a
good example of a game that was made and developed using readily available open
source software within the gaming community; creating the original Minecraft
using Java gave it the advantage of being cross-platform: it will run on
Windows, Mac OS X, and Linux.
> Other mainstream games that require entire
teams of programmers, artists and engineers to make video games that have
budgets equal or exceeding that of mainstream films.
AN example of this includes CALL OF DUTY.
> Call
of Duty is a first-person shooter video game franchise. The series began on
Microsoft Windows, and later expanded to consoles and handhelds. Several
spin-off games have been released. The earlier games in the series are set
primarily in World War II, but later games like Call of Duty 4: Modern Warfare
are set in modern times or in futuristic settings. The most recently announced
game, Call of Duty: WWII, was released on November 3, 2017 and return the
series to its mid-20th century roots.
Amount of Money it cost to produce Call of Duty: Modern Warfare 2 - $250million
Developers for Call of Duty:
esrb.org age rating - 17+
This particular game may not be suitable for people under the age of 17, as it contains violent content not suitable for children, sound effects may be too loud for children, flashing lights may not be suitable for people with epilepsy and mature and adult themes such as war.
https://www.express.co.uk/entertainment/gaming/796669/Call-of-Duty-WW2-reveal-Start-time-COD-2017-live-stream-trailer-release-date-watch
http://www.adweek.com/brand-marketing/inside-massive-campaign-behind-call-duty-advanced-warfare-160993/
Identify
how much was spent on marketing the game and at least three marketing
approaches taken.
Call of Duty costs $50million to $100million to launch every year. They use a variety of different marketing approaches and one of which is that they start to release teasers for the game about 6 months before general release, meaning that the audience and gamers start to become aware of the new game and become excited for the new release. They also have new maps, add ons and fun stuff that is available for purchase every few weeks between game launches. They also use Hollywood stars such as Jonah Hill and Sam Worthington to star in a particular part of the game, to create hype and talkability around the game, making people want to buy it. Behinds the scenes footage of characters preparing for the game also creates hype amongst fans also.
Discuss how the marketing approach for Minecraft is different.
The marketing approach for Minecraft is different as they tend to use blogposts and youtube videos to market their content and also create hype and talkability about their products. Parody videos on youtube have also become popular, which makes people talk about their product and also generates interest around the product.
Example Exam Question: The significance of economic
factors, including commercial and not-for-profit public funding, to media
industries and their products.
Minecraft has also been linked to non-profit
projects such as the UNs Block by Block project, which encourages communities
around the world to redesign their neighbourhoods
using Minecraft. An
educational version has also been developed, MinecraftEdu
(2012), which has several applications to help teach subject and develop a
culture of computer programming amongst digital natives.
Task 4:
Minecraft: – Maintaining audiences
Record notes on the methods used by Minecraft
to maintain/increase market share through:
- Youtube tutorials
- Youtube celebrity parodies
- Celebrity parodies of Minecraft
- Through intertextual references (Matt
Groening “The Simpson’s)
- Through product synergies - Lego
Discuss
in what way is the message of Minecraft expanded globally through celebrity
fandom.
Discuss how this method of
promotion is likely to be lower in cost compared to large scale advertising
campaigns e.g. research the advertising/marketing cost for Call of Duty World
war 2.
How media organisations
maintain, including through marketing, varieties of audiences nationally and
globally.
The cultural impact of Minecraft is
significant. Much of Minecraft’s success was due to word of mouth and
audiences sharing their own
mods and game footage across web forums and video sharing sites
such as YouTube.
Different
versions of Minecraft were
released to entice different audiences, moving away from creation only
narratives to include story modes, spectator modes and multi-player
functionality across Minecraft
Realms.
Lego
Minecraft’s
association with LEGO was done to
- encourage
younger
audiences
- develop
merchandise opportunities
Culturally, other developers and games studios have
made intertextual
references to Minecraft
across games such as Runescape and
The Elder Scrolls V
This has been done to grow the brand as you have young people interested in Lego and building various different Lego sets, but they may not be as aware of Minecraft and the game. by crossing these two brands together it grows the Minecraft brand and may get younger people interested in the game. Additionally to this, these videos encourage younger audiences to become involved in the game, but it also develops ideas for merchandise that can be released that would be appealing to younger audiences rather than older ones. For example, the Lego Minecraft Set 21118, would appeal to younger audiences because it is a collaboration between Lego and Minecraft. They are also both sandbox games where you can use the imagination, increasing younger interests in both Minecraft and Lego.
Minecraft being included in Lady Gaga's music video could benefit the game by heightening its exposure to her audience, and allowing people to become interested in the idea of Minecraft and then go on to buy the game and play it. Lady Gaga's target audience could be teenagers around the age of 17 and onwards.
Task 5:
Regulatory framework
Recognize the regulatory frame work for
video games classification
What is PEGI
Why is the PEGI rating for
Minecraft products different
How does Minecraft seek to
regulate their product?
Arguably
Tetris is similar conceptually to Minecraft. Why?
UK Video Standards Council applies
the
PEGI rating system to Minecraft.
It is regarded as being family friendly and
the initial Minecraft
series was rated a PEGI 7 but the later series is higher
The introduction of Minecraft Stories were classified higher because narratives and dialogue were being introduced.
Minecraft Xbox One Edition
Microsoft studios
The content of this game is suitable for persons aged 7 years and over only.
It contains: Non realistic looking violence towards fantasy characters - - Pictures or sounds likely to be scary to young children - Non realistic looking violence towards characters which although human are not very detailed.
System: Xbox One
Genre: Puzzle
Release date: 2017-09-20
Question: why should Tetris be rated a 3 whilst in the case of Minecraft a similar game visually it has a 12?
Tetris is rated at a 3 because it contains nothing that is unsuitable for any person, whereas minecraft contains some mild violence that people under the age of 12 may not understand and could put an impression on them in a negative way.
> Minecraft Realms are hosted on specialised servers by Mojang.
> The terms and conditions require users to comply to the following regulations:, it must:
- not be offensive to people;
- not be illegal or unlawful;
- be honest and not mislead, trick or exploit anyone else nor impersonate others;
- not infringe anyone's copyright or other rights;
- not be racist, sexist or homophobic;
- not be bullying or abusive;
- not damage our or another person's reputation;
- not include pornography;
- not include advertising.
If any of these terms and conditions are violated, it will damage the reputation of the brand, which would mean they would earn less money and it would prevent other people in the future playing the game. Vulnerable people also play minecraft so it could be easy for them to be impressionable in the presence of other people that may be hateful or abusive towards either them or other people. These terms and conditions regulate minecraft.
Minecraft
was developed using Java code which meant that it could be used on a variety of
devices form iOS
to PC’s and android phones.
The
use of Java has
meant that there are several rival and clones to the game Minecraft. http://castleminer.com/ is
just one example
of a game with remarkable similarities and there is much scope for debate about how you go about copyrighting ideas if everyone is using open source software.
of a game with remarkable similarities and there is much scope for debate about how you go about copyrighting ideas if everyone is using open source software.
when
Microsoft
purchased Mojang
there was a surge in clone titles for rival consoles, such as Nintendo (who did
not officially receive versions of Minecraft at the time) including Battleminer
It is hard for minecraft to copyright their idea because it is not an original idea and because at the start of minecraft there were not many platforms for minecraft, rival ideas were being introduced onto platforms such as Nintendo.
28/11/17
Task 1
Describe how audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste.
- Apply the segmentation model GEARs as part of the analysis
- Question: In what way is the content suited to this wide age demographic?
- Read the following link and identify the factors which make the game particularly suited to young people and “safe”. (http://metro.co.uk/2013/11/22/the-mums-guide-to-minecraft-everything-you-need-to-know-about-the-worlds-biggest-game-4189492/)
- AGE: 21 – and upwards
- List reasons why in your opinion it might appeal to an older demographic,
Helpful Links:
- http://www.minecraftforum.net/forums/minecraft-editions/minecraft-playstation-3-edition/mcps3-discussion/2064622-how-old-is-too-old-to-play-minecraft
- http://www.minecraftforum.net/forums/minecraft-java-edition/discussion/2125268-what-do-you-think-about-old-people-playing
AGE
under 15 (147 votes [20.59%])
15-21 (312 votes [43.70%])
22-30 (150 votes [21.01%])
31-40 (58 votes [8.12%])
41-50 (23 votes [3.22%])
51-60 (5 votes [0.70%])
61-70 (1 votes [0.14%])
71-80 (1 votes [0.14%])
81+ (17 votes [2.38%])
Analysis
Over 80% of the demographic is represented by Under15’s through to 22 – 30’s
Of the 80% 50% are aged 15 -21 and 25% each are under 15 and between 22 – 30
Question: In what way is the content suited to this wide age demographic?
The content within Minecraft is suited to this wide age demographic as players are able to create their own world and they are able to create whatever they want within their specific Minecraft world, therefore making it suitable for people of all ages. Younger people may want to play the game to be creative and start gaming in a simpler way, and it could also help them to learn. Older people may play the game as they have grown up with it and they may also use it as a form of escapism. Additionally to this, there is a multiplayer feature in which friends can play Minecraft together.
Read the following link and identify
the factors which make the game particularly suited to young people and “safe”. http://metro.co.uk/2013/11/22/the-mums-guide-to-minecraft-everything-you-need-to-know-about-the-worlds-biggest-game-4189492/
- Allows them to play the game and interact within the game istelf without allowing online interaction and only in selected modes, making it safe.
- Apple and android versions are only £4.99, cheap for kids to buy.
- Teaches problem solving.
List reasons why in your opinion it
might appeal to an older demographic,
Struggling? Follow the links below to
help you
- broader perspective and greater diversity
- playing game with friends, allows you to be social.
- escapism.
In my opinion, men may be more interested in playing Minecraft than women due to the fact that people interested in video games tend to be male and this is possibly due to the fact that a lot of games in the video game industry involve violence and crime, which is something that may not appeal to all females. You are able to play Minecraft in survival mode, which involves aspects of violence.
Describe How media producers target, attract, reach, address and potentially construct audiences.
Minecraft as a game /brand has been developed. The existing game has been upgraded and is increasingly becoming more sophisticated (Graphically and contains new features). It also includes open world game play.
Minecraft Realms was launched to attract and encourage audiences to use the game on dedicated servers and increase subscription revenues.
Minecraft StoryMode targets a newer audiences with New stories.
Mojang
Initially there was little work to advertise the original version of Minecraft; it was simply word of mouth across forums that created a buzz about the game.
Microsoft
Now that Minecraft is established and owned by a division of a conglomerate, the methods used to distribute and market the game are similar to popular mainstream releases.
Identify the approaches taken by Microsoft to market the game.
Educational Minecraft will help to introduce Minecraft to a younger audience and possibly persuading them to play the game outside of education. It also helps to make education more interesting and helps them to engage with the subject. Code is also modern and helps younger people to become interested in code and computer science.
There is evidence to suggest that mobile and hand-held devices are really driving the sales of Minecraft forward. For example, the release of the PlayStation Vita version of Minecraft boosted sales of Minecraft by 79%, outselling PS3 and PS4 releases and making it the largest launch on a PlayStation console. The appeal is being fuelled by a new generation of gamers who prefer hand-held devices over traditional consoles.
Minecraft marketplace is a place where you are able to design, create and buy new skins and scenes for your minecraft world. It includes minecraft coin which is how you are able to buy the skins and worlds.
