Minecraft 27/01/21

 Minecraft

Add the Micro to the Macro

Macro: In 2011, video gaming was increasingly focusing on online and multi-platform gaming, a response to the rise of gaming on a range of devices other than consoles. 

Micro: Mojang was able to release Minecraft on a range of devices in 2011 including smart phones. This therefore allowed for the game to have a wider audience reach as there were more options for audiences to download the game onto. This allowed for the game to start to divert from its original niche audiences of coders and programmers to a more mass audience of casual gamers and people with other interests. It was only possible to achieve this digital convergence due to Minecraft being created using readily available open software within the gaming community such as JAVA. 


Macro: The emergence of digitally convergent platforms brought about a huge surge in opportunities for synergy in the gaming industry. 


Micro: Since purchasing Minecraft for $2.5 billion in 2014, Microsoft has used its power and high status to synergise with many companies which has lead to it growing in popularity. For example, Microsoft have worked with Occulus to create a VR version of Minecraft which is available due to Minecraft being digitally convergent. This has allowed for the game to access another market and add to its audience. Microsoft was also able to synergise with 'Telltale games' to create Minecraft Story Mode. The use of these companies coming together allowed for the mode to be the best it could be which allowed for more audiences to be attracted to the game. In addition to the sales of hardware and software, Minecraft released a range of merchandise for gamers including t-shirts, books, calendars etc. This allowed for the fandom to be displayed in another way and even allowed for Minecraft to gain some free advertising as people were walking round with the brand on items. This shows how the use of digitally convergent platforms have allowed for opportunities for synergy within the gaming industry.

Add the Macro to the Micro


Micro: As the cost of Minecraft is kept low and accessible to audiences due to convergent media practices, and combined with the attitude of Minecraft that gamers will share and develop content, piracy is not as much of an issue as with other video games. Minecraft's embracing of online distribution allows for not only digital copies to be sold but also packages an online experience for users. 


Macro: Due to digitally convergent platforms, the biggest threat to the video game industry is piracy. 

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