Similarly, heargues, Guitar Hero and other games that use new kinds ofcontroller, rather than the usual buttons and joysticks, are broadening theappeal of gaming by emphasising its social aspects, since they are easy to pickup and can be played with friends. Social gaming, says Mr Kotick, is themost powerful trend building new audiences for the industry. He isclearly excited at the prospect of using Blizzards expertise to launch an onlineversion of Guitar Hero for Asian markets. Online music games suchas Audition Online , which started in South Korea, are massivein Asia, says Mr Harding-Rolls.
A secondtrend is media groups increasing interest in gaming. Vivendi owns Universal Music, one of the big four record labels. As the record industrys sales decline, it makes sense tomove into gaming, a younger, faster-growing medium with plenty ofcross-marketing opportunities. Othermedia groups are going the same way. Last year Viacom, an American media giant,acquired Harmonix, the company that originally created Guitar Hero .It has been promoting its new game, Rock Band , using its MTV musicchannel. Viacom has also created online virtual worlds that tie in with severalof its television programmes, such as Laguna Beach and PimpMy Ride . Disney bought Club Penguin, a virtual world for children, inAugust. And Time Warner is involved in gaming via its Warner Bros Home Entertainmentdivision, which publishes its own titles and last month bought TT Games, theBritish firm behind the Lego Star Wars games.
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