Applied Audience theory
Can I Identify how game marketing is
used to target specific audiences?
Starter:
For the game adve...
• Genre ?
Define the Audience for the new
conglomerate recruitment Video
What pleasure / benefit is being
offered in the video?
•
•
•
•
•

Team (join us)- chance to be part of something
Belonging...
Define the Audience for the Terrans
recruitmement Video
http://www.youtube.com/watch?v=CHN9CdBq
SYM
What pleasure / benefit is being
offered in the video?
Audience theories so far:
• Uses and Gratifications
Game campaigns
• How else can Video game companies market
their products?
Some facts
• Promotion and Marketing doesn’t work unless
it prompts audience action in some way
• Knowing what action is r...
Information

Social interaction

Entertainment

Personal Identity
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Applied audience theory

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Applied audience theory

  1. 1. Applied Audience theory Can I Identify how game marketing is used to target specific audiences? Starter: For the game advert in front of you: Identify the target audience in 50 words. Apply the AIDA theory. Attention / Interest/ Desire /Act
  2. 2. • Genre ?
  3. 3. Define the Audience for the new conglomerate recruitment Video
  4. 4. What pleasure / benefit is being offered in the video? • • • • • Team (join us)- chance to be part of something Belonging Rebellion Violence / let off steam / catharsis Defending your land against the enemy (patriotism) • Achievement • Masculinity • Power
  5. 5. Define the Audience for the Terrans recruitmement Video http://www.youtube.com/watch?v=CHN9CdBq SYM
  6. 6. What pleasure / benefit is being offered in the video?
  7. 7. Audience theories so far: • Uses and Gratifications
  8. 8. Game campaigns • How else can Video game companies market their products?
  9. 9. Some facts • Promotion and Marketing doesn’t work unless it prompts audience action in some way • Knowing what action is required is important: • Are the materials raising awareness? • Are the materials intended to create positive brand associations? • Are the materials working to persuade the audience to buy the product? • Promotional materials should make it wasy as possible for the audience to act!
  10. 10. Information Social interaction Entertainment Personal Identity

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