Minecraft Question Exemplar

Explain the impact of digital technology on video game production, distribution and consumption. Refer to Minecraft to support your answer.

Markus (Notch) Persson initially thought up Minecraft in May 2009 and released it through Mojang Studios in November 2011. Since then, the impact of digital technology on video game production, distribution and consumption has changed dramatically.
When it was first created, it was a massive hit with gamers because of the sandbox genre. This means players were free to do what they choose and let their imagination be free and create anything they wanted to with blocks, this lack of objective  and heroes is what made Minecraft so successful and the most popular PC game to exist

However, since then the number of fans and followers have only grown. Minecraft always develop their game with their fans in mind, which is why, thanks to digital technology developers and programmers can create forums and chat with such fans on how they can improve the game.
Their most recent improvement is the added feature of  "better together" gameplay. This allows all devices and consoles to cross-play ao users can all play together disregarding the console they use in all realms of the game. Before this, they were still digitally convergent as Minecraft was available on so many different devices such as Xbox, Playstation, PC and even on smartphones which is a rather new form of distribution and consumption for gamers to distribute and consume their own mods which has never before been seen in video game play. Fans and players have always been central to Minecraft  and it has been a great way for them to distribute their game.

For example, word of mouth from players assisted Minecraft become known initially get heard as they were an independent company which meant that they didn't advertise  mainstream like Xbox and Playstation games would. From thereon, fans make their own online comic strips, merchandise and YouTube videos  which all helps Minecraft's production production, distribution and consumption.
One way they are able to get all this advertisement for basically free from fans because it is not advertised like a video game would traditionally, instead it is presented like a recommendation. This is one of the main reasons for why these YouTube tutorials and "lets play" videos exist. In fact, Minecraft was the second most searched YouTube video after music which shows the impact and rate on digital technology from prosumers.

Other major ways Minecraft has been digitally and technologically advanced is their live streams of MineCon, which allows all audiences to consume this media product. In addition, the future release of Minecraft The Movie also allows the impact on distribution and consumption. Followers are also producing their own YouTube trailers which again helps  Minecraft advertisement. Merchandise of the video game also shows how far Minecraft's distribution has come, with deals not only from Warner Brothers for the movie but also merchandise from lego and Egmont group for various annuals, guides, magazines and books.

This all shows the impact of technology on video game production, distribution and consumption.

How do media producers in the video games industry attract new and sustain existing audiences? Refer to Minecraft to support you answer.
- Opening chat forums to ask fans what developments they would like - Minecraft marketplace.
- Teaming with Warner Brothers and Netflix.
- Variety of game modes to reflect all demographics.
-Creation of realms dedicated servers increase subscription.
- Initial word of mouth now conglomerate mainstream releases.
- Socials such as facebook allow a voice for audience.
-Learn programming
-Dedicated YouTube channels e.g. Yogscast.
-Oculus surrender creative license.

Minecraft was created by Markus Persson (Notch) in November 2011 in Mojang Studios, It was later bought out by the conglomerate of Microsoft in 2014 for $2.5 Billion. The sandbox game initially relied on word of mouth with regards to attracting audiences which successfully assisted it to becoming the second most successful game ever, the sandbox genre connotes that the game is without narrative or goals leaving the player free to do what they wish. Synergy from shows like The Simpsons and South Park also assist with the attraction of new gamers as well as Netflix's Minecraft story mode.
Sustaining its audience through the creation of realms and the Minecraft Marketplace increased subscriptions to the game itself and displayed the


How do media producers use technology to develop a relationship with their audiences?
Refer to Minecraft to support your answer.


Explain the impact of digitally convergent media platforms on video game production, distribution and consumption. Refer to Minecraft to support your answer.

The development of Minecraft in 2011 came at a time when video gaming was increasingly focusing on online and multi-platform gaming, a response to the rise of gaming on a range of devices, other than consoles. Digitally convergent media platforms opened up opportunities for games distributors to reach a wider audience of non-traditional gamers who game on media devices such as phones and tablets. This is evidenced by the media convergence that enables digital distribution and global access which hitherto had not been available. This was exploited by Persson in the distribution and circulation of Minecraft, meaning fewer master copies of the game were needed. Minecraft became a multi-platform game aimed not just at PC gamers but those who own smartphones, Microsoft X Box consoles and handheld devices, for example. Not only did Minecraft and its production company develop online distribution which saved costs, it also struck deals with Nintendo, the largest game software seller, and Sony, a hardware manufacturer and global conglomerate. By 2014 the intellectual property rights were acquired by Microsoft, an American multinational technology company. These gaming giants and technology companies had a vision for a product, Minecraft, which could be globally distributed and marketed through its community. In addition to the sales of hardware or software, Minecraft ‘gamers’, like any other media audience, could be sold games, add-ons and a whole range of merchandise including Minecraft magazine, t-shirts, mugs, calendars, backpacks, hoodies, ties-ins with Lego, Minecraft mini-games, and a proposed Minecraft movie in 2019 (with Warner Brothers film studio). This is an example of how Minecraft had multiple conduits of revenue for its product, not only in the gameplay but, also through merchandising, and in a very short space of time it was able to develop itself as a leading brand of computer game. The Microsoft Minecraft market place allows users to buy other features of Minecraft online, such as a new realm, story mode or modification. This online marketplace is a virtual store making it easier for Minecraft’s community to shop for its products. Digitally convergent media platforms had a significant impact on the distribution of Minecraft and its promotion to an audience, allowing it to maximise profits. Recent additions include The Minecraft: Story Mode available via Steam. Steam is developed by Valve Corporation, which offers digital rights management, multiplayer gaming, video streaming and a social networking service. Steam can be considered the equivalent to an online video games store, comparable to the internet platforms iTunes or Amazon. Online fan communities have enabled Minecraft’s audience to have an active voice in its on-going production through detailed feedback and commentary on modifications and also beta testing through social media such as Facebook and YouTube. In addition, Minecraft has a Twitter account which documents game developments for its users. Minecraft has tapped into the potential of the audience to ensure that the audience were engaged in its development. Minecraft allowed users to create new in-game content via beta testing processes, producing shareable, downloadable game modifications, called mods and producing texture and resource packs – such game development at the level of exchange is made possible by a cloud based platform where the transfer of data is now two-way and quick. With digitally convergent platforms the biggest threat to the video games industry is piracy via leaked content that is playable across a number of platforms. However, video gamers are comparable to film fans in that they are willing to pay for game content, but will also share elements for free. As the cost of Minecraft is kept low and accessible to many audiences due to convergent media practices, and combined with the attitude of Minecraft that gamers will share and develop content – a philosophy that comes from the founder Marcus Persson - piracy of Minecraft is not as much of an issue as with other video games. Minecraft’s embracing of online distribution and exchange offers value for content for its users – not only in the gameplay and shareable features but in the presence of its community. It does not just sell digital copies of a game but also packages an online experience for them. Of course, with the backing of Microsoft and the development of Occulus as a virtual reality headset game, Minecraft is now being packaged as a premium games experience and one that cannot be copied digitally.

Minecraft now has a global mass market audience and the game is highly successful. The takeover by Microsoft enabled Minecraft to be delivered by the world’s leading technology company, reliant on providing instant and online access to the game, without the need for console-based technology. The success of Minecraft has been due to its ability to distribute and circulate engagement amongst its users – not just gaming fans but also non-traditional gamer audiences using digitally convergent media.