HOW TO MAKE SOMETHING OUT OF (NEARLY) NOTHING.

This article focuses on the significance of a video game's integrated content in creating a media event. There is a requirement to build awareness of a new game, but there is virtually nothing that can be used to illustrate the point. Integrated content refers to something that works just as effectively on both the marketing and public relation sides of the business. Gamers, possibly more than any other kind of entertainment consumer, are on the edge of media consumption.