Friday, 4 January 2019

Minecraft

Minecraft

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;. 
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.


What is Minecraft?
- Minecraft was developed and first released to the public by independent video game designer Markus “Notch” Persson, and published by the company Mojang in 2009. In November 2011, Jens Bergensten, also known as Jeb, took over creative control and released the full version of the game after gradual updates.
- Minecraft was originally created as a sandbox independent video game. Part exploratory and part creative building, it has won many awards since 2011, such as the Innovation Award, Best Debut Game Award and Best Downloadable Game. As of 2014, nearly 54 million copies of the game have been sold for all platforms. On September 2014, Microsoft bought Mojang for an all-cash deal of $2.5 billion, which granted the company ownership of the game’s intellectual property.
- Minecraft was created as an experiment to test random creation for caves. Minecraft was inspired by Infiniminer, another game created by Zachary Barth. The first version of Minecraft was released on May 17, 2009. The beta was released on December 20, 2010.
- Markus "Notch" Persson is one of those new billionaires. The 36-year-old founded Mojang created Minecraft and sold it to Microsoft for $2.5 billion. Minecraft is a game where you dig (mine) and build (craft) different kinds of 3D blocks within a large world of varying terrains and habitats to explore. In this world the sun rises and sets as you go about your work, gathering materials and making tools.
- Minecraft is the second most successful video game of all time behind Tetris.
- To date, well over 121 million copies have been sold across all platforms, including over 27 million PC copies, making it the biggest selling PC game of all time.
- Internationally successful (Uk = 4 billion dollars, China = 24.4 billion dollars, America = 23.6 billion dollars)
- A recent report by the UKIE(UK interactive entertainment) suggests that the global games market is now worth in excess of US$100 billion. 
- In comparisons to traditional media like film, radio, print, and television, video games are much younger, exponentially growing since the 1970s. 

Parody Minecraft Music Videos
Minecraft inspired videos gained significant popularity on YouTube generating viral hype and talk-ability.
Hits a different type of audience - younger - trendy 
Free marketing
Increases popularity

What is the origin of Minecraft?
- 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 is a Sandbox game, created and developed by Swedish based Mojang Studios. The game has been described as a virtual world of Lego that involves following simple instructions in order to play it.
- 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 Marketing
- 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 webcomic 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 US$33 million of revenue had been made. 

Marketing and consumption - Task 2 - Record how the game “Synergy with Lego" was helpful in targeting younger audiences.
- 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. 
- Lego already sells Minecraft playsets so gamers can physically build their virtual creations. And Lego Worlds will invite fans to do the same in reverse.
- Tom Stone, managing director of TT Games, which will release Lego Worlds, said it "embodies the physical, Lego brick-building fun that consumers have enjoyed for decades, on a digital platform that delivers an entirely new type of experience with the beloved bricks".
- "From the brick-by-brick editor to discovering an expansive range of items, characters and creatures to populate your worlds - the creative possibilities are endless," he added.
- Daniel Goldberg, who has written a book about the growth of Minecraft, said he "was surprised that it has taken them so long". "Minecraft is exactly what Lego should have done 10 years ago," he said.
Speaking last year, David Gram, Lego's marketing director, said: "Minecraft is digital Lego. We only wish we had invented it."
- "The audience for Minecraft, has proved itself to be quite big, so I'm sure there will be room for both games," said Mr Goldberg.

Marketing and consumption - Task 3 - Visit the Minecraft Education Site discuss how the Game is used within the education sector.
a. Computer Science (Coding)
b. Engineering
c. Maths
d. Stem
e. Chemistry
f. Art and Design
g. Creative Problem Solving (Collaboration/Team Work) 

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 becomes available on Android and iOS devices shortly after.
- Formats: By 2012, Minecraft was available for Xbox 360 and Xbox Live.
- In 2014, Microsoft acquired Mine-craft intellectual property for $2.5 billion. In 2015, it reached 30 million copies sold.
- Play cross-platform
- Massive multiplayer servers

Minecraft's 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 Minecraft: Story Mode.

Minecraft's Genre
- Sandbox game: A game free of structure and constraint; players are free to roam and make choices about how they use available content.
- Sandbox games are often described as having open world settings. Minecraft later created a hybrid genre with the story versions and is sometimes categorised as sandbox, survival.

Different Types of Video Game Genres
Action (Halo, Call Of Duty)
Arcade (Pong, Pacman
Adventure (Minecraft, The Walking Dead)
Fighting (Street Fighter, Mortal Combat)
Racing (Forza, F1 Challenge)
Shooter
FPS - First Person Shooter (Half-Life, Counterstrike)
TPS - Third Person Shooter (GTA V, GTA San Andreas)
RPG - Role Playing Games (Diablo, Final Fantasy)
MMORPG - Massively Multiplayer Online Role-Playing Game (World of Warcraft, Champions Online)

Minecraft’s specialised and institutionalised nature of media production, distribution and circulation. 
- It is worth considering how a simple PC Java game has become a globally successful phenomenon across all consoles and hand-held devices
- 2017 Minecraft is now a multi-platform game which is not only just for PC 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)
- 2009 computer code developed by Perssons (Mojang) was Java, it’s the simplicity of coding enabled the gaming community to modify and upgrade the game, consequently “users” were also involved in the production/evolution of the game improving the code /removing bugs
- 2013 Microsoft purchase of Mojang for 2.5$bn resulted in the further development of the game, using complex code C++ the Game could be used by multiplatform users – (different devices) and the visual appearance became more sophisticated. This was done to increase their market sales

Minecraft’s specialised and institutionalised nature of media production, distribution and circulation - Development 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 the 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 not only available to 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 smartphones were programmed in C++ (which limit the Minecraft community from modifying the code) – Newer games such as cross-platform play are more complex and refined in their graphic content.
- Minecraft: Story Mode, follow more of the recognisable institutional conventions of game development including tutorials on how to play the game 
- 2015 – 2017 Microsoft offers
- Minecraft: Story Mode is an episodic point-and-click graphic adventure video game

The relationship between recent technological changes and media production, distribution and circulation.
- Due to the original nature of the game, most players simply logged in to play Minecraft and didn’t need a physical copy of the game.
- 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.
- 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 the game were released 6 months after the cloud versions t encourage online purchase and reduce the risk of piracy.

The significance of patterns of ownership and control, including conglomerate ownership, vertical integration and diversification.
Why Microsoft purchased – Minecraft for 2.5£Bn?
–Given the nature of the parent company and the loyal fan base of PC gamers, it was in the company’s interest to invest US$2.5 billion to purchase Mojang for long term revenue.
–Microsoft has since developed the product using more complex coding C++
–This has enabled multi-platform access (mentioned previously)
–They have launched newer more traditional programs such as Minecraft Storyboard
–Minecraft in November 2014 of that year, plans to work on a virtual reality version of Minecraft in Partnership with Oculus

Oculus Rift and Minecraft
The team who work behind Minecraft and the team behind Oculus have teamed together to create a VR game of Minecraft. By doing this, it explores a range of new people who play this. Minecraft is the highest selling 3D game ever, so this brings in a new audience to Oculus as many Minecraft players would now be buying the product. People are more active when playing this as they are having to look around. By doing this, it would give the game designers a feeling that they are at the forefront of technology.

The significance of economic factors, including commercial and not-for-profit public funding, to media industries and their products.
Minecraft's commercial success
- 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

Minecraft’s not for profit funding of projects
- 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 the subject and develop a culture of computer programming amongst digital natives.



Block by Block began in 2012 with the radical idea of integrating the computer game Minecraft into public space planning to get community members more involved. Minecraft is easy to use, and people of all ages, backgrounds, and education levels can pick it up quickly. It’s a surprisingly effective—andcost-effective—way to visualize a three-dimensional environment, in a format designed for rapid iteration and idea sharing. Minecraft helps neighbourhood residents model their surroundings, visualize possibilities, express ideas, drive consensus, and accelerate progress.

How audiences are grouped and categorised by media industries, including by age, gender and social class, as well as by lifestyle and taste.
-Minecraft has universal appeal. It is useful to explore how such a game can appeal to different ages, genders and audiences from different social and cultural backgrounds.
-The variety of different modes is certainly a contributing factor to the game’s success, but also the way in which audiences can control and shape their own worlds and create new identities through mods and altering textures, maps and craft kits.
Media Industries - Minecraft Audience categorisation.
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

Minecraft Realms
- 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.
- Realms are intended for use by small groups of friends or as a family server
- Minecraft Realms is a paid multiplayer server hosting service, provided by Mojang, designed to be easily set up and used by you and up to ten of your friends. Minecraft Realms is available for many different device types.
- The internet can be a wild place - but with Realms, only people you invite can join your world, making it the safest way to play with friends. You and up to 10 friends can play at the same time - and there's no limit on invites.
- Minecraft Realms 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 create servers and allows the owner to manage them from inside the game, without prior knowledge of the concepts for hosting on the Internet. In Java Edition, Realms also allows players to choose from a list of minigames to play temporarily, as well as several pre-made world templates, adventure maps, experience maps, and inspiration maps. Maps are updated by Mojang approximately every two weeks. Realms are not intended for large public servers, but for groups of friends or as a family server.

Minecraft story mode
- 2015 – 2017 Microsoft offers
- Minecraft: Story Mode is an episodic point-and-click graphic adventure video game
- Minecraft: Story Mode is an episodic point-and-click narrative-driven graphic adventure video game based on the sandbox video game Minecraft, released in October 2015 across multiple platforms with a Windows 10 release on December 16, 2015, a Wii U release on January 21, 2016, a Apple TV release on August 24, 2016, and a Nintendo Switch release on August 22, 2017. The game was developed by Mojang AB, the developer of Minecraft, in collaboration with Telltale Games.- Minecraft: Story Mode is an episodic point-and-click narrative-driven graphic adventure video game based on the sandbox video game Minecraft, released in October 2015 across multiple platforms with a Windows 10 release on December 16, 2015, a Wii U release on January 21, 2016, a Apple TV release on August 24, 2016, and a Nintendo Switch release on August 22, 2017. The game was developed by Mojang AB, the developer of Minecraft, in collaboration with Telltale Games.
- Uses Minecraft YouTubers to voice over the cast. This introduces the young audience of the YouTubers. The YouTubers have played the play through in their game on their YouTube account to showcase the playthrough.



How media producers target, attract, reach, address and potentially construct audiences. 

Minecraft and subsequent versions and variations of the game offer familiar pleasures to existing fans (narrative features, open-world gameplay etc.) along with new elements to target a wider audience (e.g. Story Mode).
The creation of Minecraft Realms was a well-considered way to attract and encourage audiences to use the game on dedicated servers

How audiences respond to Minecraft

YouTube, Facebook and online fan communities have enabled Minecraft’s audience to have an active voice in its ongoing production through detailed feedback and commentary on modifications and beta tests. There are several niche forums that should also be investigated across the internet.
Youtubers who play Minecraft
- TheDiamondMinecart (20.9 million)
- TheSyndicateProject (9.9 million)
- PrestonPlayz - Minecraft (8.1 million)
- UnspeakableGaming (2.1 million)
- StampyLongHead (9 million)
- Bajan Canadian (5.9 million)

SkyDoesMinecraft - now know as Sky Does Everything - he has 11.6 million subscribers and has had over 3.7 billion views. He plays Minecraft, fortnite, and does every day vlogs. However, over a year ago, Sky decided to stop recording videos finding that it was no longer for him.

TheDiamondMinecart - now known as DanTDM - has 20.9 million subscribers with 14.1 billion views. Dan plays many games such as Minecraft, Fortnite and small games such as Hello Neighbour. He gained a lot of money through sponsorships and taking part in voicing in films - including the Minecraft Game Play.

Before Realms, there were servers, this was for thousands of people to join servers - play community games, build together and roleplaying - with thousands of other people. This would obviously cost money to create as there is up to thousands of people who are playing on their server, to counteract this, the server owners would set up a way for the players to pay the owners to gain ranks and extras. For example, Hypixel (a server which can host up to 45,000 people playing and has been open since May 2015), is the most played server which has games such as Hunger Games, Bed Wars, Parkour and Skywars. To gain money, Hypixel has set up an online store that the players can buy ranks and money ranging from $6.99 to $44.99.

How audiences interact with the media and can be actively involved in media production. 
The establishment of Minecraft Marketplace is a great example of the industry listening to their audiences (fans) and allowing
- the trade of different maps, textures and ‘add-ons’ in a legitimate setting. - Look up Minecraft Market Place and discuss the opportunities for users to make money from their use of Minecraft
- The nature of the game has also allowed audiences to learn new skills, such as programming.
- "Minecraft players (like you!) are using their amazing creative brains to concoct incredible new ways to play on mobile, Xbox One, Windows 10 PCs, and Nintendo Switch. From community-made skins and textures to hand-crafted worlds and epic adventures, you can find it all on Minecraft Marketplace."- Minecraft Marketplace
- Skins can be customised by the players on different websites. The original ones are Steve and Alex. However, if the players do not like these costumes, they can create their own ones and wear it if they want to.
- To use the market place, the players get Minecoins in the in-game store (which would be purchased using real money), then they can explore the in-game store and exchange the Minecoins for the skins that they want. 
- The Minecraft Marketplace is a brand new store for the MCPE and Windows 10 versions of Minecraft that allows the community to sell in-game skins, textures and worlds. Content in the marketplace can be purchased through a new currency that is being introduced, called Minecraft Coins.
- In order to purchase user-created content on the Minecraft Marketplace, you need to purchase Minecraft coins with real currency. You can purchase Minecraft coins in denominations of 320 for $1.99, 840 for $4.99, and 1,720 for $9.99. Once you have Minecraft coins you can make purchases from the in-game shop. If you aren’t able to purchase any coins, don’t stress! There will eventually be free content available in the store as well and it is possible some paid content will temporarily become free or discounted.





















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