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National Geographic, the science and educational organization has decided to target video games and hence announced the launch of their game division. The National Geographic Games will develop and publish games for major gaming consoles and also for other platforms such as online and mobile. The organization will also collaborate with the major game developers and publishers in order to create games based on their main themes and media properties. According to Parks Associates’ video game analyst, Michael Cai:

This is a combination of what I call the mainstreamization of video games. Many different types of media companies and household brands are leveraging video games to a certain degree, whether it’s driving people to their portals or using video games as an advertising vehicle.