Video Games : The production refers not only to the physical product, the actual disk but also the whole process of gaining customer feedback and influence and listening to the communities they have created or intend to create.
This therefore is where the advancements of the internet will be most influential. Online communities similar to those in Benedict Andersen's theory, who follow games such as Call of Duty or World of Warcraft that have huge fan bases and imagined communities. They have more of a say in the production of future developments than ever before. For example, i know that in "cod" the gamers who played COD 4, called out for a new modern warfare, but an equal amount called out for them to return to their roots and create a WWII game, and they did, in fact they did both.
Staying with the COD franchise, they continuously maintained their loyal customers by enabling them to download previews and demo's via the internet and xbox live, or playstation network. Activision also utilized the ability to play games on your mobile phone or iPod/iPad. So they created a mobile version of COD 5's zombies feature.
All consoles with online capabilities also provide a method of communication between players be them friends or just passing players. This links to O'rielly's Web 2.0 theory where the web is not just a facility to share information but also a form of social interaction. This capability also enables participant feedback to be spoken straight to other consumers and in turn, to the developers.
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