MINECRAFT - MARKETING, PROMOTION & FRANCHISING

How are video games traditionally marketed & what franchising takes place?

  • television adverts
  • billboards posters 
  • word of mouth - which social media has increased 
  • newspapers 
  • specialist magazines 
  • pre-releases / demo versions
https://www.slideshare.net/Katrinabrookes/marketing-minecraft

 Examples of franchising - 

  • Lego acts as a way into Minecraft for younger users who have been inspired by the creativity of Lego, as the game is the continuation of this.
  • Jinx clothing allows Minecraft enthusiasts to show their identity and can also act as collectibles.
  • Egmont Group books (publisher) creates hand books based around Minecraft, so this type of franchising is aimed at those already involved within the game rather than beginners, providing both knowledge and entertainment.   
  • Intertextuality helps to widen the audience as it broadens the interests of those playing the game as there are various 'mods' which link to existing popular TV shows such as The Simpsons and South Park.
Methods of marketing - 
  • Minecraft the movie 
  • trailers made by fans show how the community itself is raising awareness for the game 
  • Minecon is a convention hosted by Mojang which was live-streamed to help widen its audience.  


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