“World of Dealcraft”
from The Econommist print edition
September 16th, 2008
“The biggest-ever video-game deal shows how the industry is changing” This is the header of an article in The Economist from Dec 6th 2007. The text is about how big media corporations extend more and more into the video-game business by elaborating with/or buying big game-companies. Vivendi, for example, joined forces with Activision and forged the biggest-ever video-game deal. The Activision people got their long desired “World of Warcraft” and Vivendi got Activision’s talented management team to run it. The trend is clearly going to online gaming and the so-called “social gaming.” “World of Warcraft” is one of those games and has made huge profits. Also it is said that they are trying to build new audiences for the industries: combining music with online gaming. This opens many so-called “cross-marketing opportunities.” Viacom the MTV media giant acquired “Harmonix”, the creator of “Guitar Hero”, and later promoted a new game through their MTV channels.
It is always going to be a battle between the big media corporation. They are pushing each other to always look for new audiences, new technologies and expanding their media-empires. There is no end in sight. In fact, with every new innovation on the media market, the battle restarts again.
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