C1 VIDEO GAMES

C1 Section B 

05/11/24

L/O: To explore the history & context of video games

Video Games

Gaming Industry

• Video games are a relatively new media form.
• Since the 70s they have had massive growth this has been due to rapid technological developments such as graphics, narratives, interactivity, consoles, internet etc.
• In recent years, the diversity of game genres and platforms on which they can be played has meant an explosion in the gaming industry.
• IN 2024, the video games market is projected to reach a revenue of $282.30 billion.
• The video games industry is massive.

A brief history of video games

1970s: Space invaders, Pong, Adventure are released - no narrative to the game, single player, mainly arcade

1980s: Donkey kong, Pac-man, Zelda, are released - the first game to feature Mario, narrative, multiplayer introduced, home gaming more than arcade 

1990s: Sonic the hedgehog, Solitare, Warcraft are released - created for sega genesis, single player, narrative, more development in consoles

2000s: The sims, Runescape, America's Army are released - most popular game amongst female players, single player, simulation game, create your own narrative, improvement in graphics

2010s: Pokemon, Minecraft, Fortnite are released - hunt for virtual creatures in the real world, multiplayer, generative content, streaming, online gaming

Majors changes to video games since the 1970's

• Graphics
• Consoles / mobile gaming
• Internet - play online
• Interactivity
• Technology developments
• Processing power

Growth of the gaming industry

1. People can use phones, consoles, computers, handheld devices, arcades etc to play games on
2. Smartphones are such a popular way for people to play games as they are carried around constantly, having more accessibility to play games whenever people want to.
3. The gaming audience has become far larger and more diverse due to technological advancements as more genres, accessibility and interactivity have been introduced for people to enjoy.
4. Lots of smartphones are free to play, however they make money from in-game purchases, such as currencies or subscriptions, or adverts.
5. Augmented reality is the integration of digital information with the users environment in real time, games such as Pokemon Go utilise this. This is has been used to enhance games massively.

Virtual vs Augmented Reality

Virtual Reality (VR) creates a completely fictional environment with no correlation to the real world, however Augmented reality (AR) is a combination of a real life environment with virtual elements.

Uses & Gratifications Theory

The U&G Theory is from two men called Blumler and Katz that audiences take an active role in using the media

• What people DO with the media
• NOT what the media does with people

The Uses & Gratifications are split in 4 categories:

• Personal Identity
• Information
• Entertainment
• Social Interaction

Roblox - Mobile, Console, PC:

Personal Identity: Customisable avatars

Information: Does not apply

Entertainment: Thousands of games to play

Social Interaction: Make friends, chats boxes, public servers, multiplayer

Minecraft - Mobile, Console, PC:

Personal Identity: Customisable avatars, creative mode

Information: Real life implements in game

Entertainment: Open world game, explorable

Social interaction: - Public servers, friends, chat boxes, multiplayer world

05/11/24

L/O: To research the case study and explore the context of video games

Case Study: Fortnite

DO NOW:    

• Two changes to games from the 1970's are technology and interactivity
• Augmented reality is a mixture between VR and real life
• Audiences may gain social interaction from video games from multiplayer
• Audiences may gain personal identity from video games from custom avatars
• Every video game meets the entertainment U&G

Fortnite Research Task

• Epic games produces Fortnite.
• Fortnite was created in 2017.
• The game has made over $26 billion to date.
• Fortnite has battle royale, save the world, Fortnite festival, rocket racing, creative and lego Fortnite.
• In Fortnite, Jonesy is the main character with Peely who have the save the world, the players have to defeat the other 99 to gain a victory royale and win the match before the storm closes in and kills them.
• Fortnite is a multiplayer shooter game that is a hybrid genre of battle and construction.
• Fortnite appears on other social media platforms such as twitter, instagram and Facebook. There are also many content creators based on Fortnite (most viewed game on YouTube) and advertisements.
• Fortnite is a online, cross-platform multiplayer game, allowing players to join server with a maximum of 100 players, along with having the option to go into a solo, duo or squad match, allowing you to be in a team with other players. Friends can also join your lobby to go into a team game with them and communicate with with the chat mechanic.
• Fortnite has been so successful due to the weekly updates it releases, the fact it is free to play and it is available on console, pc and mobile. 
• U&G Theory:
• Personal Identity - Fortnite gains so much revenue due to the in game currency used to by skins and other accessories, allowing players to customise their avatar. There is also creative mode that allows players to build at will.
• Information - Types of gun.
• Entertainment - Allows multiplayer gaming, tournaments, creative maps and the ability to win a game gives players a thing to aim for and enjoy. 
• Social Interaction - Can make friends, voice chat, public lobbies, team games with the 'fill' option to play with others online even when you are alone.

Epic Games

• Epic games was started by Tim Sweeney in 1991 and was originally run from his parent's house.
• Epic Games use an operating system called Unreal Engine to develop Fortnite. they have made this available on their website, and encourage their audience to use it to develop their own games. Unreal Engine has also been used by professional game developers to create titles like Batman: Arkham City and Infinity Blade.
• In 2014, the Guinness Book of Records named Unreal Engine as the 'most successful video game engine'.
• Epic Games owns video game developer Chair Entertainment and cloud-based software developer Cloudgine, and has sub-studios in the UK, Japan and Germany.
• Tencent - a Chinese investment company focused on internet and AI development - bought a 42% stake in Epic in 2012

Exploring Context

Do violent video games make people more violent?

Why does this question exist?

• The relationship between video games and audiences has been a controversial area, with many moral panics.
• These ranged from fears that violent games encourage copycat behaviour to worries about addiction and the amount of 'screen time' that is healthy.
• Fortnite when compared to other successful titles, like GTA or COD, contains very little explicit or realistic violence, and the cartoon-like graphics also make the game suitable for younger players.
• In addition, there seems to be little racism or misogyny expressed by the players compared to other video games - perhaps because free players are randomly assigned race an gender 'skins' at the start of each round.

Prince Harry - "Its created to addict, an addiction to keep you in front of your computer for as long as possible, its so irresponsible."

• I partially agree with this statement, as there are many games made to be an addiction, however Fortnite is 

Healthcare Professional - Video games are not causing violence within society

• I partially agree with this, as I believe that game such as GTA or COD can cause violence within society due to their real-life scenarios and graphic nature, however a game like Fortnite with very little graphic imagery and an unrealistic setting can merely provoke a short violent thought, not lasting long enough for any real violent behaviour to occur. 

Vox Article - "Gun violence has affected video games more than the other way around"

• I agree with this statement, as the concept of killing others to win stemmed from this happening in real life, which has been applied to video games as 'fun'.

Homework

The uses and gratifications theory is a theory created by two men named Blumler and Katz regarding what people do with the media rather than what the media does with people. There are four categories within this, which are: personal identity, information, entertainment and social interaction. This theory can be applied to the video game industry: users can play video games to achieve personal identity due to features such as customisable avatars, creative modes and sandbox gameplay, which are all included in the video game 'Minecraft'. The information category of the U&G theory can be found with real life implements or weapon types in shooter games, which are in 'Fortnite'. Furthermore, entertainment can be found in video games due to open world gameplay, social interaction or multiple games or features within a video game; these can all be found in the game 'Roblox'. Finally, the category of social interaction can be found in games with a friend mechanic, chat boxes, public servers or voice chat games, which are also in 'Fortnite'.

12/11/24

L/O: To explore how video games are regulated

Regulation

DO NOW:    

• Epic Games produces Fortnite
• Save the World is a Fortnite game you can play
• Unreal Engine was used to create Fortnite
• A moral panic is a group of opinions within a controversial societal question A moral panic is a widespread fear that something evil threatens the values interests or well-being of a community or society
• Regulation is control over something / laws.

PEGI Ratings

Mainly based on violence, bad language and sexual content / sexual innuendo 

• Pegi 3: Suitable for all ages, and should not contain any frightening images or sounds
• Pegi 7: Can contain some frightening sounds or scenes, and mild violence that is non-realistic or non-detailed
• Pegi 12: Can contain more realistic or graphic violence towards fantasy characters, and sexual posturing or innuendo
• Pegi 16: Can contain more realistic violence towards human characters, erotic nudity, or sexual intercourse without visible genitals
• Pegi 18: Can contain explicit sexual activity, gross violence, or violence towards defenceless characters

Video game ratings are mandatory under UK law. The Games Rating Authority (GRA) - which is part of the Video Standards Council - rates games using the PEGI system.

Fortnite has the PEGI rating 12 for "frequent scenes of mild violence". It seems that parents are more concerned of issues surrounding addiction rather than the levels of violence.

How is the video game industry regulated?

The video game industry is regulated so that young children are not exposed to graphic imagery or language, as well as minors of all ages and parents being aware of the contents of the game to avoid unwanted imagery; this is done through the use of PEGI ratings which in Britain are rated by TGRA: these range from 3, 7, 12, 16 to 18, each with specific reasoning to achieve a rating, mainly based upon 3 main factors being violence, bad language and sexual innuendo. For example, Fortnite is a PEGI 12 rated game due to having "frequent scenes of mild violence" according to PEGI, making it unsuitable for children younger than this. 

Technology

How has technology advanced gameplay?

Convergence (multiple things merging into one) - One of the things that have made Fortnite so popular is the ability to access the game from consoles, PCs, laptops, smartphones or tablets. You can also download it from a range of operating systems. Not only this but you can move mid game between devices without interrupting gameplay. This means it can be played at home, or on the move, on a tiny screen or a video projector. This is a good example of technological convergence. (e.g music - radio, games - console, phone - telephone now all available on a phone).

Fortnite is also a good example of cross-media convergence. (operation over multiple media platforms). Fortnite is the most viewed game on YouTube and has also used streaming platforms like Twitch (owned by amazon) to broadcast live competitions.

Collaborations

Technological advancements also means that collaborations with a range of other brands are far easier. such as Marvel, Stranger Things and Star Wars

Synergy - Two products / brands that use each other for marketing and maximising profits.

• In collaboration with Marvel Studios, there was a special Avengers: Infinity War segment and. tie-in with Godzilla. The format of Fortnite means that any kind of costumes, weapons and games can be introduced to keep the game fresh.
• Films / TV / Record labels / sports can promote their brands to over 20 million players, whilst famous collaborations keep Fortnite in the news and social media.
• Epic Games has a good relationship with various non-gaming celebrities such as Drake and basketball star Ben Simmons. This helps to promote the game beyond the traditional gaming market.

Fortnite gains popularity and unlocks a new audience through synergy

Other brand gains popularity and unlocks a new audience through synergy

Dyer's Star Theory

Star theory refers to the idea the celebrities are commmodities manufactured by institutions. Dyer believes that celebrities are constructed to represent 'real people' experiencing real emotions in order to relate to audiences and sell products such as films or music.

Explain how convergence and synergy benefit the Fortnite brand.                          [12]

Convergence benefits the Fortnite brand because it significantly increases the accessibility of the game, allowing users to play on consoles, PCs, mobiles, laptops etc. This lets Fortnite unlock a larger, new audience of players, increasing their popularity and revenue. Furthermore, Fortnite is also a good example of technological convergence, as it can be played in any setting such as at home, on the move or any form of screen or video projector, further allowing Fortnite to have increasing revenue and a higher player population at a time. More to this, cross-media convergence is also within Fortnite due to the game being the most viewed game on YouTube; this links to the Dyer's Star theory as celebrities and famous YouTubers streaming Fortnite allows for them to be a commodity to the video game / Fortnite institution and widen the audience. This is also seen in using streaming platforms such as Twitch to stream live broadcasts of tournaments and competitions. 

Synergy benefits the Fortnite brand because it allows for the game to stay updated and fresh with new cosmetics such as costumes, weapons and gamemodes. In collaboration with Marvel Studios this is apparent due to the high amount of new mechanics and gameplay, allowing players to be invested once again. More to this, media forms such as films, TV or sports can promote their brands to over 20 million players, whilst famous collaborations keep Fortnite in the news and social media. Epic Games also holds a good relationship with various non-gaming celebrities such as Drake and Ben Simmons, which helps promote the game beyond the traditional gaming market and further into non-gaming audiences such as sports and music, whilst also allowing for the game to remain updated with cosmetics and mechanics based upon these non-gaming celebrities, luring non-gaming audiences of specific celebrities to begin playing the games also. This also links to the Dyer's Star theory as these celebrities are used by the Fortnite brand to promote the game and are constructed to sell Fortnite.

10/12

15/11/24

L/O: To explore how the gaming industry is funded

Video Games - Money

DO NOW:    

• Synergy is the term for mutual advantages gained when multiple companies / elements work together
• Technological convergence is when lots of features from different machines / technologies are merged into one item / unit, e.g a phone.
• The PEGI system is used to age rate games
• GRA stands for games rating authority
• Regulation is to have control over something

How can video games make money?

• Currency
• Subscriptions
• Adverts
• Collaborations
• Shops
• Passes
• Customisable mechanics
• Not free to play
• Microtransactions
• In game purchases
• Exclusive / limited items
• Merchandise
• Tie-ins
• Buying rights of a game - TV production
• Buying a license of a game - TV production
• Sponsorships

How can battle royale make money?

• Fortnite is an example of the 'Games of a Service' (GaaS) model - where there is a constant revenue stream from players buying in-game purchases called 'V-bucks' that can be spent on their customisable avatars used in battle royale
• Skin
• Cosmetics
• Pickaxes
• Some of these are 'micro transactions' where players pay for cosmetics rather than 'grinding through' the gameplay to score and earn them.
• Fortnite offers players 'battle passes' and then a drip-feeds limited edition and exclusive content to these players over the course of the season.
• Fortnite has a crew subscription mechanic that allows player to buy a monthly subscription which includes bonus content as well as giving the battle pass an cosmetics to players
• Fortnite is the #1 streamed game on majority of platforms, creating revenue
• Fortnite world cup - large streamers play in a worldwide tournament in battle royale
• TV productions / companies buy licenses of Fortnite battle royale, e.g. Disney paid $1.5 billion to own 10% of Fortnite.
• Merchandise also requires a licensing deal with companies for products, such as toys and clothing, these are typically percentage deals.

The launch and success of Fortnite

• The promotional campaign targeted existing games
• The campaign (created by Fearless Media) reached 150 million users across different gaming sites.
• It had a cinematic trailer
• Makes the game seem unique and different to others
• Creates an immersive feel
• Shows what the game is about
• Parents to decide whether children can play
• Shows there is no graphic / realistic graphics
• Characters are violent against horde zombies - not humans
• Suggestive of humour, inclusivity, teamwork
• Cinematic trailers had impact
• The game gained 10 million players in the first 2 weeks following its launch
• It is still very successful

Why so successful?

Fortnite has 650 million registered players as of 2024 - 30 million active users per day.

It has generated around $11 billion in the past 2 years, averaging $5.5 billion per year.

Collaborations

One factor in its success is the integration of characters from other successful franchises, such as Marvel and Star Wars.

• For example, the Avengers 'Infinity Gauntlet Limited Time Mash-up' generated 1.2 million mentions on social media in the first two days - this synergy generates massive amounts of publicity and creates a wider audience along with revenue.

The 'buzz' raises awareness of the game amongst audiences who are not existing gamers.

Fortnite has also collaborated with Stranger Things and Family Guy.

E-sports and Events

• The Fortnite World Cup was first held in 2019. It received considerable media attention and was steamed on their Twitch channel.
• Epic now employs many professional gamers to keep the game at the forefront of the online conversation.
• Celebrity players also help raise the profile of the game and reap new target audiences.
• Fortnite has also hosted a variety of events: from festivals to 'live' concerts.
• E.g. Marshmello, Travis Scott, Ariana Grande live concerts.

In collaboration with Ariana Grande's Rift Tour, in August 2021, Fortnite scheduled a series of virtual shows in the game.

• These were publicised on their website & social through:
• Teaser Trailers
• Posts on Twitter, Instagram and facebook throughout
• RIFT TOUR quests unlocked rewards
• In-game purchases, like Ariana costumes and emotes
• News items on the website explaining how to play

• Explain how Fortnite make money and how they have remained so popular

Explain how Fortnite make money and how they have remained so popular             [12]

Fortnite's main source of income is due to the fact it is a Games of a Service (GaaS) model, meaning there is a constant revenue stream from players buying in-game purchases called 'V-bucks' that can be spent on their customisable avatars and cosmetics used in battle royale and creative game modes. Some of these are micro transactions, which is where users spend money on the in-game currency to purchase items such as new skins, pickaxes, back blings etc. to customise their looks rather than 'grinding through' gameplay to earn V-bucks. This factor allows Fortnite to fit into the category of personal identity in the uses and gratifications theory, further allowing a larger audience and popularity to access the game as users can find a connection to the game by either purchasing items of a role-model through Fortnite's collaborations, or a skin resembling themselves or how they would like to be.

Another way Fortnite makes money is through a crew subscription mechanic that allows player to buy a monthly subscription which includes bonus content as well as giving the battle pass and extra cosmetics to players. This entices players to purchase the monthly pass as it includes exclusive and limited skins only available within the crew subscription; this can also fit under the personal identity category in the uses and gratifications theory generating more popularity and a wider range of an audience, therefore creating a higher revenue.

Finally, Fortnite also makes money through licensing deals with companies or TV productions due to its high popularity; these deals are typically percentage deals, for example, Disney paid Epic Games $1.5 billion for 10% of Fortnite. Merchandise also requires a licensing deal with companies for products like clothing or toys. This allows Fortnite to remain popular as even those who are not users or fit the demographic are exposed to the branding in general places such as shops, making it possible that their interests are peaked widening the audience.

19/11/24

L/O: To explore the appeal of video games and how the industry targets different audiences

Audiences

DO NOW:    

• Fortnite Battle Royale makes money through micro transactions and merchandise
• A collaboration allows Fortnite to expand their audience and gives them popularity
• Fortnite have collaborated with Star Wars and Stranger Things
• Marketing games can be done through advertisements or collaborations
• Uses & Gratifications categories are: personal identity, information, entertainment and social interaction

The fortnite website and linked social media, is an important way for the brand to reach its audience

The website includes information & updates about the game and links to content and social media channels that might enhance the experience of the game

Fortnite Homepage

• In the homepage, there are item shops + collaborations in the first element of the website, a carousel, it also includes news, gamemodes and categories for creative maps. It gives the audience a wide range of elements to browse through.
• Limited exclusive Fortnite PS5s and all Fortnite products are featured.
• On the homepage there are collaborations with Ice Spice, iOS, Android, Lady Gaga and Snoop Dogg, PlayStation, TMNT.
• In recent posts, Fortnite have covered the item shop collaborations, season dates, upcoming events, new updates + products and availability on android and iOS
• Audiences can interact with the website by looking at the daily item shop, browsing through gamemodes and creative maps, downloading the game, finding social media pages and checking the news carousel for updates and events
• The Fortnite Crew page is not included in the homepage because it is a small feature of the game and directly promotes spending money, which is unappealing to audiences

Ways the website promotes engagement

• Homepage is appealing through the use of bright, animated graphics and the use of imperatives and exclamations e.g. Watch now!
• A range of posts highlight the latest news and developments in Fortnite; for example, new characters or future events. The linked pages typically include animations, images and direct address
• Some posts further address the audience by addressing them in role
• The menu bar includes links to pages for each mode of the game and other features like competitions & merchandise
• A link to the Epic Games website and a range of other games, increases the potential for commercial success.

Fortnite's Audience

Fortnite has used a combination of addictive gameplay, media / technological convergence and marketing to target a diverse and varied audience

• 78% are male
• 22% are female
• 53% are 10-25
• 42% are in full-time employment

How does Fortnite target their audience?

• The unrealistic violence and cartoon style graphics, along with the emphasis on construction as much as killing, make it appealing to a younger audience.
• The rise of 'eSports' stars, mainly consumed via streaming platforms like YouTube and Twitch (where Fortnite is the most watched game) has led to players becoming major celebrities. Ninja, the most famous Fortnite player has over 10 million subscribers and earns over half a million dollars a month. Ninja ranks highest in the world for social media interactions (i.e. people posting or sharing using their name - (no.2 is Christiano Ronaldo).
• This creates gamer celebrities that have become aspirational role-models for some audiences. The use of non-traditional gamer celebrities such as rappers and NBA athletes widen the appeal of the game. The popularity of 'Twitch Girls' (female streamers like KatyPlaysGames) has also appealed to women.
• Fortnite's use of 'seasons' - with rumours and gossip about a future seasons - follows the cable TV / on-line subscription style of long-form TV drama.
• The use of the 'skins' mechanic allows players to find personal identity in the game, choosing how you want to look, which appeals a larger audience.

Applying audience theory #1

Media effects theories are a collection of approaches and ideas that explain how media influences people.

• They mainly work on the idea that audiences can be ACTIVE or PASSIVE. The difference between an active and passive audience is how they engage with media messages

Active audiences: 

An active audience is an audience that engages with media messages by interpreting, evaluating and responding to them. They are able to question the messages and challenge the ideas they convey.

Passive audiences: 

A passive audience is an audience that accepts media messages without question and is more likely to be directly affected by them. They are more receptive and less engaged.

The distinction between active and a passive audiences is important because it challenges the traditional view of media as having a one-way flow of information. Instead, it emphasises the role of individuals in shaping their own media experiences.

Fortnite audiences are ACTIVE: 

• Discussion over future updates, events and seasons
• Questioning collaborations in the game
• fortnite: Creative is a different format that allows even more creativity in designing 'skins, 'emotes' and landscapes.
• The basic gameplay of Fortnite is interactive and collaborative, encouraging players to work together. By being able to deconstruct and rebuild the game environment, players are encouraged to be creative.
• In addition, Epic Games have made their operating system Unreal Engine available to encourage the next generation of game developers

Applying audience theory #2

Uses & Gratifications Theory:

• Personal Identity
• information
• Entertainment
• Social interaction

Fortnite offers multiple Uses & Gratifications Theory categories, including:

• Personal Identity - includes the customisable skins mechanic, allowing players to select their appearance to fit their own personal identity, along with the use of gamer and non-gamer celebrities in the search for role-models.
• Entertainment - players are able to complete with other online players to win the game, along with 'escapism' and 'catharses'. 

19/11/24

L/O: To explore the possible exam questions for Video Games

Exam preparation

DO NOW:    

• Fortnite website is appealing to the audience because it includes attractive graphics and colour schemes and many different elements that allow users to have a range of options to explore on the website.
• The Fortnite demographic is more males, half 10-25, half older.
• Fortnite has a range of ethnicities in their skins as well as having graphics that are in between realistic and unrealistic attracts a large age range.
• Passive audience
• Personal identity

Key notes

Industry:

• Video games are a relatively new media form.
• Since the 70s they have had massive growth this has been due to rapid technological developments such as graphics, narratives, interactivity, consoles, internet etc.
• In recent years, the diversity of game genres and platforms on which they can be played has meant an explosion in the gaming industry.
• IN 2024, the video games market is projected to reach a revenue of $282.30 billion.
• The video games industry is massive.

Growth of the gaming industry

1. People can use phones, consoles, computers, handheld devices, arcades etc to play games on
2. Smartphones are such a popular way for people to play games as they are carried around constantly, having more accessibility to play games whenever people want to.
3. The gaming audience has become far larger and more diverse due to technological advancements as more genres, accessibility and interactivity have been introduced for people to enjoy.
4. Lots of smartphones are free to play, however they make money from in-game purchases, such as currencies or subscriptions, or adverts.
5. Augmented reality is the integration of digital information with the users environment in real time, games such as Pokemon Go utilise this. This is has been used to enhance games massively.

Fortnite Research Task

• Epic games produces Fortnite.
• Fortnite was created in 2017.
• The game has made over $26 billion to date.
• Fortnite has battle royale, save the world, Fortnite festival, rocket racing, creative and lego Fortnite.
• In Fortnite, Jonesy is the main character with Peely who have the save the world, the players have to defeat the other 99 to gain a victory royale and win the match before the storm closes in and kills them.
• Fortnite is a multiplayer shooter game that is a hybrid genre of battle and construction.
• Fortnite appears on other social media platforms such as twitter, instagram and Facebook. There are also many content creators based on Fortnite (most viewed game on YouTube) and advertisements.
• Fortnite is a online, cross-platform multiplayer game, allowing players to join server with a maximum of 100 players, along with having the option to go into a solo, duo or squad match, allowing you to be in a team with other players. Friends can also join your lobby to go into a team game with them and communicate with with the chat mechanic.
• Fortnite has been so successful due to the weekly updates it releases, the fact it is free to play and it is available on console, pc and mobile. 
• U&G Theory:
• Personal Identity - Fortnite gains so much revenue due to the in game currency used to by skins and other accessories, allowing players to customise their avatar. There is also creative mode that allows players to build at will.
• Information - Types of gun.
• Entertainment - Allows multiplayer gaming, tournaments, creative maps and the ability to win a game gives players a thing to aim for and enjoy. 
• Social Interaction - Can make friends, voice chat, public lobbies, team games with the 'fill' option to play with others online even when you are alone.

Epic Games

• Epic games was started by Tim Sweeney in 1991 and was originally run from his parent's house.
• Epic Games use an operating system called Unreal Engine to develop Fortnite. they have made this available on their website, and encourage their audience to use it to develop their own games. Unreal Engine has also been used by professional game developers to create titles like Batman: Arkham City and Infinity Blade.
• In 2014, the Guinness Book of Records named Unreal Engine as the 'most successful video game engine'.
• Epic Games owns video game developer Chair Entertainment and cloud-based software developer Cloudgine, and has sub-studios in the UK, Japan and Germany.
• Tencent - a Chinese investment company focused on internet and AI development - bought a 42% stake in Epic in 2012

Exploring Context

Do violent video games make people more violent?

Why does this question exist?

• The relationship between video games and audiences has been a controversial area, with many moral panics.
• These ranged from fears that violent games encourage copycat behaviour to worries about addiction and the amount of 'screen time' that is healthy.
• Fortnite when compared to other successful titles, like GTA or COD, contains very little explicit or realistic violence, and the cartoon-like graphics also make the game suitable for younger players.
• In addition, there seems to be little racism or misogyny expressed by the players compared to other video games - perhaps because free players are randomly assigned race an gender 'skins' at the start of each round.

PEGI Ratings

Mainly based on violence, bad language and sexual content / sexual innuendo 

• Pegi 3: Suitable for all ages, and should not contain any frightening images or sounds
• Pegi 7: Can contain some frightening sounds or scenes, and mild violence that is non-realistic or non-detailed
• Pegi 12: Can contain more realistic or graphic violence towards fantasy characters, and sexual posturing or innuendo
• Pegi 16: Can contain more realistic violence towards human characters, erotic nudity, or sexual intercourse without visible genitals
• Pegi 18: Can contain explicit sexual activity, gross violence, or violence towards defenceless characters

Video game ratings are mandatory under UK law. The Games Rating Authority (GRA) - which is part of the Video Standards Council - rates games using the PEGI system.

Fortnite has the PEGI rating 12 for "frequent scenes of mild violence". It seems that parents are more concerned of issues surrounding addiction rather than the levels of violence.

How is the video game industry regulated?

The video game industry is regulated so that young children are not exposed to graphic imagery or language, as well as minors of all ages and parents being aware of the contents of the game to avoid unwanted imagery; this is done through the use of PEGI ratings which in Britain are rated by TGRA: these range from 3, 7, 12, 16 to 18, each with specific reasoning to achieve a rating, mainly based upon 3 main factors being violence, bad language and sexual innuendo. For example, Fortnite is a PEGI 12 rated game due to having "frequent scenes of mild violence" according to PEGI, making it unsuitable for children younger than this. 

Technology

How has technology advanced gameplay?

Convergence (multiple things merging into one) - One of the things that have made Fortnite so popular is the ability to access the game from consoles, PCs, laptops, smartphones or tablets. You can also download it from a range of operating systems. Not only this but you can move mid game between devices without interrupting gameplay. This means it can be played at home, or on the move, on a tiny screen or a video projector. This is a good example of technological convergence. (e.g music - radio, games - console, phone - telephone now all available on a phone).

Fortnite is also a good example of cross-media convergence. (operation over multiple media platforms). Fortnite is the most viewed game on YouTube and has also used streaming platforms like Twitch (owned by amazon) to broadcast live competitions.

Collaborations

Technological advancements also means that collaborations with a range of other brands are far easier. such as Marvel, Stranger Things and Star Wars

Synergy - Two products / brands that use each other for marketing and maximising profits.

• In collaboration with Marvel Studios, there was a special Avengers: Infinity War segment and. tie-in with Godzilla. The format of Fortnite means that any kind of costumes, weapons and games can be introduced to keep the game fresh.
• Films / TV / Record labels / sports can promote their brands to over 20 million players, whilst famous collaborations keep Fortnite in the news and social media.
• Epic Games has a good relationship with various non-gaming celebrities such as Drake and basketball star Ben Simmons. This helps to promote the game beyond the traditional gaming market.

Fortnite gains popularity and unlocks a new audience through synergy

Other brand gains popularity and unlocks a new audience through synergy

Dyer's Star Theory

Star theory refers to the idea the celebrities are commmodities manufactured by institutions. Dyer believes that celebrities are constructed to represent 'real people' experiencing real emotions in order to relate to audiences and sell products such as films or music.

How can battle royale make money?

• Fortnite is an example of the 'Games of a Service' (GaaS) model - where there is a constant revenue stream from players buying in-game purchases called 'V-bucks' that can be spent on their customisable avatars used in battle royale
• Skin
• Cosmetics
• Pickaxes
• Some of these are 'micro transactions' where players pay for cosmetics rather than 'grinding through' the gameplay to score and earn them.
• Fortnite offers players 'battle passes' and then a drip-feeds limited edition and exclusive content to these players over the course of the season.
• Fortnite has a crew subscription mechanic that allows player to buy a monthly subscription which includes bonus content as well as giving the battle pass an cosmetics to players
• Fortnite is the #1 streamed game on majority of platforms, creating revenue
• Fortnite world cup - large streamers play in a worldwide tournament in battle royale
• TV productions / companies buy licenses of Fortnite battle royale, e.g. Disney paid $1.5 billion to own 10% of Fortnite.
• Merchandise also requires a licensing deal with companies for products, such as toys and clothing, these are typically percentage deals.

The launch and success of Fortnite

• The promotional campaign targeted existing games
• The campaign (created by Fearless Media) reached 150 million users across different gaming sites.
• It had a cinematic trailer
• Makes the game seem unique and different to others
• Creates an immersive feel
• Shows what the game is about
• Parents to decide whether children can play
• Shows there is no graphic / realistic graphics
• Characters are violent against horde zombies - not humans
• Suggestive of humour, inclusivity, teamwork
• Cinematic trailers had impact
• The game gained 10 million players in the first 2 weeks following its launch
• It is still very successful

Why so successful?

Fortnite has 650 million registered players as of 2024 - 30 million active users per day.

It has generated around $11 billion in the past 2 years, averaging $5.5 billion per year.

Audiences

Fortnite Homepage

• In the homepage, there are item shops + collaborations in the first element of the website, a carousel, it also includes news, gamemodes and categories for creative maps. It gives the audience a wide range of elements to browse through.
• Limited exclusive Fortnite PS5s and all Fortnite products are featured.
• On the homepage there are collaborations with Ice Spice, iOS, Android, Lady Gaga and Snoop Dogg, PlayStation, TMNT.
• In recent posts, Fortnite have covered the item shop collaborations, season dates, upcoming events, new updates + products and availability on android and iOS
• Audiences can interact with the website by looking at the daily item shop, browsing through gamemodes and creative maps, downloading the game, finding social media pages and checking the news carousel for updates and events
• The Fortnite Crew page is not included in the homepage because it is a small feature of the game and directly promotes spending money, which is unappealing to audiences

Ways the website promotes engagement

• Homepage is appealing through the use of bright, animated graphics and the use of imperatives and exclamations e.g. Watch now!
• A range of posts highlight the latest news and developments in Fortnite; for example, new characters or future events. The linked pages typically include animations, images and direct address
• Some posts further address the audience by addressing them in role
• The menu bar includes links to pages for each mode of the game and other features like competitions & merchandise
• A link to the Epic Games website and a range of other games, increases the potential for commercial success.

Fortnite's Audience

Fortnite has used a combination of addictive gameplay, media / technological convergence and marketing to target a diverse and varied audience

• 78% are male
• 22% are female
• 53% are 10-25
• 42% are in full-time employment

How does Fortnite target their audience?

• The unrealistic violence and cartoon style graphics, along with the emphasis on construction as much as killing, make it appealing to a younger audience.
• The rise of 'eSports' stars, mainly consumed via streaming platforms like YouTube and Twitch (where Fortnite is the most watched game) has led to players becoming major celebrities. Ninja, the most famous Fortnite player has over 10 million subscribers and earns over half a million dollars a month. Ninja ranks highest in the world for social media interactions (i.e. people posting or sharing using their name - (no.2 is Christiano Ronaldo).
• This creates gamer celebrities that have become aspirational role-models for some audiences. The use of non-traditional gamer celebrities such as rappers and NBA athletes widen the appeal of the game. The popularity of 'Twitch Girls' (female streamers like KatyPlaysGames) has also appealed to women.
• Fortnite's use of 'seasons' - with rumours and gossip about a future seasons - follows the cable TV / on-line subscription style of long-form TV drama.
• The use of the 'skins' mechanic allows players to find personal identity in the game, choosing how you want to look, which appeals a larger audience.

Applying audience theory #1

Media effects theories are a collection of approaches and ideas that explain how media influences people.

• They mainly work on the idea that audiences can be ACTIVE or PASSIVE. The difference between an active and passive audience is how they engage with media messages

Active audiences: 

An active audience is an audience that engages with media messages by interpreting, evaluating and responding to them. They are able to question the messages and challenge the ideas they convey.

Passive audiences: 

A passive audience is an audience that accepts media messages without question and is more likely to be directly affected by them. They are more receptive and less engaged.

The distinction between active and a passive audiences is important because it challenges the traditional view of media as having a one-way flow of information. Instead, it emphasises the role of individuals in shaping their own media experiences.

Fortnite audiences are ACTIVE: 

• Discussion over future updates, events and seasons
• Questioning collaborations in the game
• fortnite: Creative is a different format that allows even more creativity in designing 'skins, 'emotes' and landscapes.
• The basic gameplay of Fortnite is interactive and collaborative, encouraging players to work together. By being able to deconstruct and rebuild the game environment, players are encouraged to be creative.
• In addition, Epic Games have made their operating system Unreal Engine available to encourage the next generation of game developers

Applying audience theory #2

Uses & Gratifications Theory:

• Personal Identity
• information
• Entertainment
• Social interaction

Fortnite offers multiple Uses & Gratifications Theory categories, including:

• Personal Identity - includes the customisable skins mechanic, allowing players to select their appearance to fit their own personal identity, along with the use of gamer and non-gamer celebrities in the search for role-models.
• Entertainment - players are able to complete with other online players to win the game, along with 'escapism' and 'catharses'. 
• Social Interaction - includes a friends and chat mechanic where players can join lobby's and play in a team match, voice chat is also available.