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The Franchise EraManaging Media in the Digital Economy$
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James Fleury, Bryan Hikari Hartzheim, and Stephen Mamber

Print publication date: 2019

Print ISBN-13: 9781474419222

Published to Edinburgh Scholarship Online: January 2020

DOI: 10.3366/edinburgh/9781474419222.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 28 July 2021

Transmedia-To-Go: Licensed Mobile Gaming in Japan

Transmedia-To-Go: Licensed Mobile Gaming in Japan

(p.233) 11. Transmedia-To-Go: Licensed Mobile Gaming in Japan
The Franchise Era

Bryan Hikari Hartzheim

Edinburgh University Press

Bryan Hikari Hartzheim examines how a growing number of top-grossing and popular mobile game titles are extensions of larger media franchises that also stem from other media properties. He posits the licensed mobile game as a flexible, promotional paratext within Japanese video game and anime transmedia franchises such as Dragon Ball and Final Fantasy. As such, his chapter considers the increasingly important role of ancillary, low-budget texts and how they can quickly adapt to changing market conditions to effectively monetize audience interests.

Keywords:   Mobile gaming, Video games, Japan, Anime, Transmedia, Media franchise, Dragon Ball, Final Fantasy, Promotion

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