HYBRIDEX

A Research Project on Hybrid Experiences

Digital Games and Merchandising

Minecraft Foam Sword 1Digital games have historically been surrounded with a variety of physical material, such as the game box and game store marketing material. Due to digital distribution, this materialism has shifted into collectible figurines, collector’s edition boxes and game weapon replicas.

Along with the popularization of digital distribution, many anticipated the death of the physical game disk and game retail stores. Games, however, are one of the strongest areas of entertainment brand merchandising – accordingly, many game stores have seen fit to counter diminishing game sales with various kinds of physical products that cannot be downloaded. Tellingly, Angry Birds products can be found everywhere and in all product categories. Brands popular with younger children offer for example physical, often real-size objects from games, such as the Minecraft pick-axe. It is now also a viable business plan to produce expensive axes and “chainswords” in life-size replicas from brands such as Warhammer 40K.

Further, a lot of the collector’s edition game copies come with collectible figurines, large special shaped game boxes, cloth maps, caps, art books, and so on. A Splinter Cell game even came with actual working nightvision goggles. Larger game launches aim to draw attention with a collection of “swag”: key chains, posters, and wunderbaums. Elsewhere, many Kickstarter campaigns for games offer reward tiers that promise physical objects, such as T-shirts and even retro style physical game boxes.

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Author: teehex

Heikki Tyni is a researcher for the Hybridex project at University of Tampere Gamelab. Into comics and old movies.

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