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Games offer audience interactivity which other media texts cannot provide. This is more immersive and intense than the interactivity offered by websites. Some examples include:

• Computer Role Playing Games (CRPGs) - these allow the player to assume a role in a virtual world. As they move through the game narrative, they will be faced with tasks or obstacles which get progressively more difficult as the game advances. They are forced to make decisions, solve puzzles, engage in combat, or perform a variety of moves to go forward. Fallout, Skyrim and the Final Fantasy series are popular CRPGs.
• Massively Multi-player Online Games (MMORPGs) - Unlike a CRPG, where the user often plays alone, in a MMORPG large numbers of players are part of the game at the same time. The game continues and the story progresses even when one or more players log out. World of Warcraft is the most well-known example of this type of game.
• Mobile Games - this is a rapidly growing platform with games such as Candy Crush Saga, Clash of Clans and Angry Birds dominating the market. They can be played anywhere on a smartphone or tablet and are often free to play, but will include advertising or in-app purchases.

Game marketing

Video games are marketed using a range of cross-platform techniques:

• Game trailers – these are a mix of in-play game footage and cinematic cutscenes which are released online, on TV and in the cinema. They follow the codes and conventions of a standard film trailer.
• Digital press packs - these contain press releases, screenshots and game demos; they are sent to magazines, newspapers, specialist gaming sites, and blogs in order to build hype before release.
• Official website - this will contain more information about the game, forums where fans can interact with each other and exclusive content such as trailers and game demos.
• Promotional apps - companies may release apps, that are simpler versions of the original. They can be played on smartphones or tablets.
• Limited Editions - special and additional features not included in the regular game version.
• Pre-ordering - this allows gamers to receive free and extra credits or even special items like in-game armour, additional weapons or a bonus map.
• Post-release – audiences contribute to the marketing process by uploading footage of their game play to social media sites such as You Tube, Twitch or unofficial fan sites. This footage may offer hints and tips for game progression, or best times and completion rates.

Cover art

Cover art is as crucial in marketing a game as album art is in selling music. Game covers have their own codes and conventions:

• A central image on the cover to attract the attention of the user, this is often a character from the game like Nathan Drake in the Uncharted game series, the Master Chief in the Halo games, or the Assassin in Assassin’s Creed.
• There will be images featuring actual game play, usually on the back cover, these work as narrative teasers alongside a story synopsis.
• A tagline which can become a hashtag on social media - Halo 5: Guardians' tagline 'Hunt the Truth' became the Twitter hashtag #HUNTtheTRUTH.
• Expert comments and reviews.
• Subject-specific lexis - which is the use of a vocabulary that gamers will understand but other people may not. For example, on a cover you will find the terms such as FPS (first person shooter) or CRPG (computer role playing game.)
• The cover will include the Pan European Game Information (PEGI) certification from the Games Rating Authority (GRA) as well as the name and logo of the producers.

Some games achieve media convergence through celebrity endorsement such as DJ Hero using Jay Z or Guitar Hero promoted by Lenny Kravitz.

Game characters have been used to promote other products. Fashion house Louis Vuitton used the character of Lightning from the Final Fantasy series to market a new product.

Sometimes characters from games become the subject of feature films, such as Tomb Raider. Films can also create spin-off video games like Star Wars.