1. UNIT 01 AO5
Compare Distribution channels and ownership patterns within the media
sector and explain your findings
The three games I have chosen from my selected genre to compare are Runescape (2001),
World of Warcraft (2004), Rift (2011)
OWNERSHIP
Runescape
RuneScape was released in January 2001 by Andrew and Paul Gower, and developed and
published by Jagex Games Studio. It is a graphical browser game implemented in Java,
and incorporates 3D rendering. The game has over 200 million accounts, and is free to
play. It’s distributed by playing online, or downloading the client program and playing off
of there. Releasing a game on a Java format is relatively cheap in comparison to other
games with similar revenue.

2. OWNERSHIP
World of Warcraft
It was released on the 23rd of November 2004, developed and published by
Blizzard Entertainment. It's played on Windows and OS X platforms. Windows is
an operating system developed, and sold by Microsoft. OS X (Mac OS X), similar
to Windows, was developed and sold by Apple Inc. WoW cost approximately $63
million to develop according to Vivendi Universal, but take into consideration the
fact it was in development for five years.
World of Warcraft is based upon Blizzards other licensed product, Warcraft: Orcs
& Humans, released exactly 10 years before World of Warcraft. Warcraft is a real
time strategy game (RTS), developed by Blizzard and published by Blizzard and
Interplay Entertainment. The story of Warcraft: Orcs & Humans persists
throughout all the games, giving old school fans a consistent narrative throughout
the sequels of the games lore.
OWNERSHIP
Rift
This game was developed and published by Trion Worlds in March 2011. It runs on
Microsoft Windows with the Gamesbyro engine. Rift requires a first time payment for the
game disc/digital download, but then is free to play. In game features and items can be
bought through there payment system.

3. DISTRIBUTION & EXCHANGE
The initial stage to getting a game product out to consumers is going through developing.
The game is then published and promoted by the publishers who are in charge of all the
marketing. It’s then distributed to online shops and retail outlets where it can be purchased
from.
DISTRIBUTION & EXCHANGE
Runescape
Runescape is completely free to play, and with over 200 million accounts created, its the
largest MMORPG to date. The games popularity is to thank for its viral spread across the
internet, as it’s free many people try it and get into it. You can pay a monthly fee of
00000000 for a wide variety of premium features, this is where Runescape make there
money. There are other services Jagex offer to there consumers, including competitions,
upgrades, membership and loyalty cards which all create revenue for Jagex.
Runescape has many advantages over its rival games, its main ones being its free of charge
content, many people, mostly young can’t afford to play games like World of Warcraft,
instead they can play Runescape. Another advantage is its easy access, you don’t need an
expensive gaming platform, or a modified PC, simply a computer with internet access.
Like world of warcraft, the social aspect of runescape is superb, battling with friends has
never been easier. Runescape does have several drawbacks, for example, the limitation of
graphics and overall gameplay, because Jagex wish to keep runescape a Java browser game,
they can only upgrade the game so much, unlike installed games, where the gameplay can
improve according to the system requirements margin. Another disadvantage is that the
game hasn't developed recently, where as many games have been revolutionized in the last
10 years.

4. DISTRIBUTION & EXCHANGE
World of Warcraft
World of Warcraft is marketed with enormous support, it’s adverts thrive on television
throughout numerous countries, and it’s internet banners show up on hundreds of
websites, including Facebook. Blizzard have countless methods of reaching out to possible
consumers, one example being that they do in-game deals which persuade you to
recommend the game to friends at cheaper prices, and the player that suggests the game to
friends receives in-game rewards, provided the friend sets up a new account and
subscription. Little marketing tricks like that can make all the difference in boosting
revenue on an extensive scale.
There are several ways of getting hold of the game, the most common one, being you
purchase the CD’s from a store, which you then install onto you PC, and enter a unique
serial code into the installation program which authenticates your World of Warcraft
account. You can also purchase the game online, digitally entering bank details, and
downloading the game content off of a Blizzard game client, this requires no CD’s.
World of Warcraft requires an upfront payment for the game content, and then monthly
installments which pay for your membership. The game costs approximately £9.99, this
also includes the first expansion; The Burning Crusade. and the monthly payments are
£8.99, and from there you can choose to upgrade to game expansions for further content,
these include, Wrath of the Lich King (£9.99), Cataclysm (£19.99), and Mists of Pandaria
(£19.99*).
Judging by the games successfulness, since it has been released it has resulted in
monumental gamer attention. The game has some great advantages in comparison to
others, them being that you can try a free trial of the game before you purchase, because it
is a lot of money to commit to a game you may not enjoy. Also the content in the game is
almost limitless, you cannot fault the game for its story lines and ability to keep consumers
engaged for such a long time. The disadvantages, are clearly the price, paying a monthly
subscription to a game is a big deal, and a commitment you have to keep so long as you
wish to play the game. From my research, it’s clear to me Blizzard’s revenue is disgustingly
substantial, and it’s evident players aren’t happy about the fee’s.

5. DISTRIBUTION & EXCHANGE
Rift
Like World of Warcraft, Rift reached its consumers by selling a physical CD or a digital
client download. As of June 13th 2013, Rift became free to play, and as a large, epic
content filled MMORPG, it became very popular because of this. The game no longer
requires a CD or a monthly subscription. Trion still make money through a variety of
ways, a lot like Runescape. You can optionally pay a monthly subscription, this will open
up numerous features like giving store discounts, daily boosts, queue priorities and other
in-game abilities. Another way Trion make their money is via the Rift Store, items can be
purchased with in-game gold, or Rift Store credits (real money).

6. DISTRIBUTION & EXCHANGE
Conclusion of the three games I researched
After researching into the development processes of the three MMORPG’s, I have
discovered the advantages and disadvantages of each one. An example being that World of
Warcraft have the widest variety of separate money making schemes that all contribute to
their monumental net value, but they also have to input a lot into developing, promoting
and distributing, where as Runescape don’t so much.
The disadvantage Runescape and Rift have is that because their game can actually be
played completely free by everybody, they’re making a risk of not actually making enough
money from it.
The advantage of Runescape is that practically any PC or laptop can play the game, as the
performance demand from the game is fairly low, where as Rift and World of Warcraft do
require high end computers to play their games to their advised high graphic standards.
Because Rift and Runescape are free to play, they will attract lots of consumers, and
regularly. Players love to try out new games, especially when they don’t have to buy the
game CD or pay monthly.
I think the negative issue all three of these games suffer from is the fact they cannot be
played on gaming consoles like PS3 or Xbox. They are limiting and therefore miss out on
a gigantic percentage of the possible target audience.