What is a Multi-Media Game?

My understanding of it is where the story of the game gets released across several different media platforms.

The most recent example I can think of is Star Wars: Force Unleashed 1 - as well as the game itself had comics, books, audiobooks, action figures, and some of the characters appeared in Soul Calibur too.

Another (much older) example is Shadows of the Empire, which in the mid 90s received the same treatment (game, books, comics, action figures).