Model Employed by Massive Inc - Essay Example

Model employed by Massive Inc. Massive incorporation is the pioneer advertising company, with a global gaming ecosystem designed to ensure an effective in-game advertisement that employs a highly interactive technology by depicting brands in various forms within the game This is a highly state of the art innovation supported by dynamic ad model implementation that helps developers deliver high quality, pushing beyond the creative boundaries of video games to deliver the best gaming experience. According to research by Nielsen Interactive Entertainment, the majority of gamers are in need of content advertising that enhances the realism of games.1 The ad-funded model supported by Massive will therefore help game developers deliver superb 3-dimension animations that are appealing to the gamming world. It will also help publishers offset the skyrocketing costs of video game development, which can in turn benefit gamers, keeping game prices affordable and opening the door to free game play, free content, tournaments and other possibilities that add realism and entertainment value to the overall game experience. The Key Drivers: The gamming industry in Australia stretches decades of years back. Over time and again games industry has earned a reputation for quality in a vast wide world market hungry for the new content. The government on the other hand has been very supportive by realising that digital games create growth and generate jobs for many people including developers, hardware manufacturers, publishers and retailers, it has resorted to developing a large and thriving 'high-tech' sector by funding strategies through providing Sony PlayStation 2 and Xbox Development Kits to local companies that would usually not be able to afford them and grab a bigger share of the market. This has been promulgated funding local game content through Film Victoria's Digital Media Fund. In a nut shell the Australian games industry is made up of over 40 companies employing more developers. 2The amalgamation encompassing local branches of large international publishers, established larger local companies, plus smaller and newer companies that only have a few employees is also a monumental key driver in the Australian game industry since three quarters of these companies are in the business of developing games. A growing number of tertiary institutions that offer Diploma and Degree courses in games development are meant to create a bridge in the technical expertise in the gaming industry by focussing and teaching strictly on the design aspects of games while others take an IT and programming-based approach. Potential Vulnerability. The worst anathema facing games industry, according to trade body the Interactive Entertainment Alliance of Australia (IEAA), is piracy. Which represents 15 of the top game platform holders and publishers, including Electronic Arts, Vivendi, Sony Computer entertainment, Nintendo and recent joinee Nokia Research commissioned by the IEAA in 2002, estimated the cost of piracy at $100million a colossal figure that was growing with the economy. The widespread availability and low cost of CD burners had clearly facilitated the growth of these sources of pirated product, the IEAA claims. The impact of computer markets on the games retail channel varied across Australia, according to retailers contacted by. One publisher that confirmed it would ship unclassified games to Australia is running with Scissors, a small US game publisher whose game Postal was banned in Australia in 1997. Any local publishers did not pick up the sequel, Postal 2, and thus it was not submitted for a rating through the OFLC. Popular web auction site eBay is another avenue in which buyers can obtain banned games, either domestically or from overseas. And the infiltration of illegal games. Hot spots for the sale of pirated games and mod chipping in Sydney include Liverpool, Campbell town and Flemington, says distributor Tech Pacific's games category manager Nathan Dingle. Description & analysis of the online market in Australia for Microsoft's new acquisition "Massive Inc" The amalgamation between Microsoft and Massive Incorporation marks the genesis of monumental economic prospects that would definitely increase the market for online gamming industry in Australia. Massive video gaming technology is a high interactive platform that integrates publishers, developers and gamers who mutually benefit from the real-time video advertising across the entire platform. Massive has obtained the most comprehensive understanding of the gamer audience by serving 35 million game sessions, over three years of development, play testing and gamer feedback. Microsoft's direct investment on content, from stories and video on remotely and widely embracing. 3MSN to online games played on the Xbox console is a primary to grabbing the on-line advertising market with a keen interest on Australia. By reaching about 59 percent of the Internet population, Microsoft will capitalise on over 250 million people who turn to our software and technologies every day on the Internet to communicate. We have over 72 million users, blogging site on the Internet, in MSN Spaces. Page views, we're up to 274 billion page views. This will increase the growth rate in the worldwide games market, creating more opportunities for the growth of the local industry. Real-time video advertising would create a collective interaction that calls for developers to embrace flexibility and innovative programs in the interest of the audience. This will help most local companies to modify designs in order to remain at the top in this notoriously fast moving industry. Microsoft new advertising model is bound to diversify the emergency of an amalgamation between games, music and movies under one umbrella of the big entertainment companies resulting in big economic booms. 4The ad-funded model supported by Massive will help game developers deliver high quality and push the creative boundaries of video games to deliver the best gaming experience. This will ensure publishers to offset the skyrocketing costs of video game development, which in turn will benefit gamers, keeping game prices affordable and opening the door to free game play, free content, tournaments and other possibilities. The evolution of business of games is generating a booming business. Therefore implementing massive model of advertising will definitely increase the sale of games in Australia from $A40.9 billion dollars of interactive video games sold in 2002 according to the Game Developers Association of Australia (GDAA). This would definitely earn Microsoft slightly hundreds of millions of dollars. This will increase the Australian games industry that is made up over 40 companies employing some 700 people. Around half of the Australian games industry is centred in Melbourne, in Victoria, with another major centre of activity in Queensland and a smattering of companies in other states. The vast industry of gaming in Australia encompasses local branches of large international publishers, established larger local companies, plus smaller and newer companies will increase tremendously by 150% from 75% of the companies that are in the business of developing games hence maximising on the profit. The spin-off industries like the Jurassic Park game, that has been developing work created not only for Blue Tongue Software but also for local sound experts Soundfirm, animation house Act III Animation and the Melbourne Symphony Orchestra will now have the engine that will advertise and market for it's creativity on the international scenes. Australian game development, with a rich history in game developing is on the verge of blooming. Melbourne hat has a 20-year history in computer game development, largely due to Beam Software; a company bought in 1999 has all the impeccable reasons to make booming business. Ideally the economic growth on the Australian continent is quite promising and predictable. Online Vs Offline advertising. The paradigm changes in technology are very spontaneous, Companies world over are now drifting away from offline advertising into impressing online advertising. 5The infrastructure of communication in the contemporary modern world enhanced by the Internet has become very popular. E-mail and publishing are some of the modern tools of promoting business globally. The efficacy and affordability of the Internet is what is even amazing. Whereas advertising and marketing online and offline have at least one thing in common, discovering target audience is a very important aspect of market segmentation. Audience consideration in both modes of advertising is vital since it curtails on unnecessary spending directed on ads. Online businesses have a built in advantage when it comes to promoting their business offline. This is because of the state of art techniques like autoresponder in place, which enable that you track every advertising. Combining this fact along with the traditional capture methods of telephone and snail mail there is no reason any online business can't use offline methods to build their businesses and sell their products and services. Online Advertising. This is a high interactive advertising done on the Internet. This is mainly by applying rich media advertising techniques that support overt use of colour, imagery, page layout, and other elements in order to attract the reader's attention. 6It also helps in determining the location of visitors or clients, what they read on your web site, how much is your email newsletter open-ratio, how much of the click/thru ratio for every link in newsletters, it gives demographic reports about visitors/subscribers, this may prompt an update of the website content according to the clients needs. Consequently online presence has great options for 1-1 marketing. Advantages of Online Advertising: Online promotion has one very big advantage over offline promotion and that is interactivity. In online promotion you can have interactive ads that behave differently based on visitor's behaviour. Popular thing in online advertising is making ads like mini home pages. Yahoo! Use that technique for advertising their services. Offline Advertising. Offline advertising is an old way of promoting business on hard copies or billboards. As online advertising becomes more and more prevalent, the concept of offline advertising has began to some traction. For example; putting up flyers in myriad commercial and social places, consistence use of direct mail, spreading awareness through mass media advertising by buying of time on a local cable T.V., holding of free offline class to teach people how to use their computer or how to use the Internet by displaying a personal website and giving away promotional items such as free mouse pads, putting advertising on the mouse pads and give them away at computer or Internet events. Advertising in card decks by targeting Internet users and also by targeting offline users by advertising among the interested groups. Placing of classified ads in newspapers local newspapers often have great advertising rates that you can take advantage of to promote your business. Advantages: One of the main advantages of offline advertising over online is that people still believe more in what they see on TV than on the Internet. Online businesses have a built in advantage when it comes to promoting their business offline. You already have a website and autoresponder in place to lead your prospect to. When you combine that fact along with the traditional capture methods of telephone and snail mail there is no reason any online business can't use offline methods to build their businesses and sell their products and services. Disadvantages: If you advertise on TV or magazines you can't know exactly how many people actually have access to your ads. There are some predictions but not that precise. In conclusion, employing offline advertisements as strategic marketing of the online business is a great idea that could easily raise the business turnouts. Because so many people today go on-line to get information about products and services they are interested. The future of online advertising. The rate at which the technology is evolving is very high. Historical perspective have recorded clearly that major technological trends have been changing after every decade. Change has always disapproved the many who have underestimated its changing trends. For instance a few years when computers were simply large volumes of immobile machines, little could be conceived of Internet as a vibrant communication infrastructure. The only thing that really stands in the way of an incredibly amazing 10 years is that a lot of software coding is going to be written with high innovations taking centre stage. Essential, ecosystems of massive numbers of companies and third parties and individuals will embrace and create the a milieu that will make this world as vibrant and exciting as possible. Television and radio will all become interactive. People will be watching the U.S. Open, they'll be seeing Tiger Woods hit the putt, and they will yell at their TV's and the TV will have enough intelligence to process the voice and understand what was said. The interactivity of the digital lifestyle of tomorrow will transform the entire industry of advertisement, the way we communicate, collaborate, search, find information, shop, and do business. 7All gaming will be interactive, and will essentially allow you to do all your board games electronically; it allows a whole new generation of what we think of today as board games to develop through electronic means. So a lot will happen. All advertising will be effectively delivered in digital media's with a technological back up so superior to deliver advertising in every way. We will be able to get guaranteed placement on advertisements for fixed price, we will be able to participate in auctions for advertising inventory. We will have the option of not only having today's, quote, display ads or listings ads, but anything done today in print, anything thought can be done today with rich media, with video, will be done with ease plus a whole range of interactivity. All information will be published, and all information will be able to be read and consumed on the Internet. And there's a lot of work to be done in the industry. Paper and pencil that is right now in the hands of the masses will be done away with. References: Ash .D. (1999) Using Action-Based Hierarchies for Real-Time Diagnosis. Elefteriadis (1995) Dynamic Rate Shaping of Compressed Digital Video Context. Marc Berman (May 2006) The Programming insider. Mike Shields (6 May 2006) Accessed on 6.06.06. URL www.mediaweek.com. PC Magazine April 2006. http://www.massiveincoporated.com http://www.joystiq.com/2006/06/05/microsoft-munches-massive-inc http://www.finfacts.com/irelandbusinessnews Read More