- it makes the games limited as only one company can make the games.
- first party game: not letting companies use other games on their console
- third party game: made by a different company to the console manafacturer. Creates conflict between console manafacturers because they want to be the company making the profit and not let another company. With the profit they can make better games or a better console. There is a chance they will loose out on money though if the game doesn't catch on.
- If all companies could make games for every console then proliferation would confuse the consumers as there would be too much choice.
- As rockstar has media ownership over grand theft auto and it is a vertically integrated company it makes the demand for the game very high as rockstar are making all of the profit. For example Xbox payed fifty million dollors for the use of the game.
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