Production

Production refers to the processes involved in creating a cultural product. This can take any form and is typically seen as books, films, websites, music, and fashion. This stage usually involves the combined work of artists, designers, producers, and developers.

During the first years of Miniclip, the website resembled much of the rest of the early internet. The website had a few games that users could play and the vast majority of the content resided on the home page. The platform was known for producing a plethora of original flash games and providing access to other exceptional games. Over time, the website expanded, finding new and creative ways to display featured games and allow users a quick way to access their favorite titles. It created a unique portfolio that attracted a global audience. The production process involved collaboration with independent, third-party developers as well as Miniclip’s own game producers. This collaboration generated a diverse range of gaming experiences to provide to its audience.

The shift to mobile gaming saw a change in Miniclip’s production strategy. While the company has continued to adapt and transform flash games for phones, it has also extensively worked to create original titles. The production process expanded to also focus on optimizing games for mobile interfaces, ensuring a seamless transition from the web to handheld devices.

Identity is about how individuals and groups define themselves as well as how they may be defined by outsiders within a cultural context. It can take on many forms and is actively constructed depending on cultural processes. Media portrayals, language use, and symbolic meaning can all play a crucial role in how something is identified. It is not only personal but dependent on the collective as well; it involves how the individual interacts with groups and communities. All that is to say, it concerns how oneself and others perceive something to be.

The identity of Miniclip has also transformed significantly from its early days as a hub for flash games to its current status as a mobile game industry giant. In the beginning of Miniclip, the gaming website provided a space for individuals to explore a wide array of genres such as action, adventure, puzzle, sports, and strategy. The platform also fosters a unique sense of community within its players. Starting in 2004, Miniclip added multiplayer games that allowed players from across the world to team up or play against one another in a wide variety of different games. They enabled a chat function in some games so that players could communicate with their teammates or even opponents. This fostered a great sense of community within the game as the multiplayer list of games grew rapidly inviting more and more people to play online with others. The platform’s identity was intertwined with the diversity of games it hosted, appealing to a very broad audience of every age, gender, and ethnicity. Even more than that, Miniclip added an “avatar” feature on the website that became prominent in 2009. This avatar was customizable, allowing players to change looks and “upgrade” clothing over time by playing games to earn Miniclip coins. These coins could also be used to redeem avatar pets that would be displayed with the character that other players could see. Many games on the platform had achievements meant for players to unlock which would also provide Miniclip coins. Not only did this achievement system encourage players to keep coming back to the website, but to also stay longer and keep working to unlock more avatar features. If they wanted instant gratification, players could always just buy coins for US dollars.

*Miniclip 2004 and 2009 pictured on the left*

With the move to mobile gaming, Miniclip’s identity has shifted towards a more streamlined and cohesive style of gaming experience. The brand became synonymous with many successful gaming titles, both multiplayer and single player. It emphasizes the accessibility of mobile gaming on the go and continues to engage a multitude of different players. The identity of Miniclip today is rooted in its mobile gaming success, reflecting on the wise decision of the founders to move the platform to other forms of media reflecting the changing landscape of gaming preferences.

REGULATION

Regulation focuses on the social and institutional rules that govern the production, distribution, and consumption of cultural products. Some aspects involving consumption include the legal framework, industry standards, and cultural policies. It is crucial that platforms stay up to date with regulations as they can be ever evolving as the internet changes.

Regulation plays a crucial role in shaping the Miniclip platform. Operations have to look at the legality, policies, and standards in order to create a long standing gaming tradition. In its early years, the platform navigated the evolving landscape of online gaming regulations, adapting to legal requirements and industry norms to ensure a seamless user experience. As we can see in the early days of Miniclip, games could be more crude as seen in the flash game “Britney Brawl” which was a game in which players could chose to be Bill Clinton or Britney Spears in a fighting ring and “battle it out using their special moves”. Over time, the platform has stopped using celebrities for their likeness and has since chosen to use original characters for games due to regulations and societal norms.

The mobile game revolution brought out a brand new set of regulatory challenges, especially regarding privacy. There were also concerns regarding in-app purchases and adherence to regional gaming laws that would change based on where a player is around the world. Miniclip’s success is partly due to its ability to navigate through global laws and policies; this is evident through its ability to expand globally and maintain a presence in 195 countries. The platform’s commitment to regulatory compliance has been integral to its sustained success over the decades.