The promotion and marketing of video games
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The promotion and marketing of video games

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The promotion and marketing of video games The promotion and marketing of video games Presentation Transcript

  • The Promotion and Marketing of Video Games GCSE Media Studies Set Topic 2013-14
  • Top Ten Video Games 2012  Call of Duty: Black Ops II – Activision  FIFA 13 - Electronic Arts  Assassin's Creed III – Ubisoft  Halo 4 – Microsoft  Hitman Absolution - Square Enix  Just Dance 4 – Ubisoft  Far Cry 3 – Ubisoft  FIFA 12 - Electronic Arts  The Elder Scrolls V: Skyrim – Bethesda  Borderlands 2 - 2K Games
  • How are video games promoted and marketed?  In your books, list as many strategies and methods for promoting and marketing video games as you can think of.
  • How are video games promoted and marketed?  print advertisements  merchandise  large posters/billboards  press releases  trailers  previews/reviews  television advertisements   websites public appearances/premiers  use of social networking  celebrity endorsement
  • The Key Concepts Media Language Representation Key Concepts Audience Institutions
  • Applying the key concepts to a promotional campaign  Just Dance 4 - Ubisoft
  • Video Promo
  • How does the Just Dance 4 trailer use media language and representation to promote the game?
  • How does the Just Dance 4 trailer use media language and representation to promote the game? Features of media language  Camera     Shots   Angle Movement Mis-en-scene Editing Sound Representations?
  • Iconography – the Just Dance brand
  • Planning your answer  Focus on one key point in each paragraph  Ensure each paragraph refers back to the question  Ensure each paragraph uses media terminology  Use specific examples from the text
  • Feedback from Just Dance 4 trailer analysis  How does the Just Dance 4 trailer use media language and representation to promote the game?  All of you explained what the media language was  Most of you explained what the representations were  Some of you explained how the media language and representations helped to promote the game
  • Feedback from Just Dance 4 trailer analysis  How does the Just Dance 4 trailer use media language and representation to promote the game?  All of you explained what the media language was  Most of you explained what the representations were  Some of you explained how the media language and representations helped to promote the game
  • Appealing to audiences Audience theory in relation to video game promotion
  • Uses and Gratifications Theory  This theory states that audiences are attracted to media texts that are USEFUL or which provide them with some GRATIFICATION (pleasure)  Blumler and Katz (1979) theorised that these uses and gratifications fell into four categories:  Diversion – something to pass the time  Personal Relationships – something which allows you to make more productive friendships, for example by giving you something to talk to your friends about  Personal Identity – something which allows you to define who you are  Surveillance – something which allows you to find out about the world around you
  • Uses and Gratifications Theory  David Morley (1991) argued that there were five types of uses and gratifications:  Cognitive (learning – the text helps you find out something)  Affective (the text affects you and provides emotional satisfaction)  Tension Release (the text allows you to relax or let off steam)  Personal Integrative (the text helps you to define your own personal identity)  Social Integrative (the text helps you with social interactions e.g. by providing a topic of conversation or way or interacting with others)
  • Richard Dyer‟s Utopian Solutions  “Utopia” is an imaginary ideal world  Richard Dyer argues that “entertainment offers the image of „something better‟ to set against the realities of day-to-day existence.”  This is the idea of “escapism”  Inside the world of a video game your existence can be “better” than in the reality of day-to-day existence
  • Richard Dyer‟s Utopian Solutions Real World Problem  Exhaustion Entertainment World Utopian Solution  Energy  Dreariness  Intensity  Boredom  Excitement  Fragmentation/Loneliness  Community/companionship  Scarcity/poverty  Abundance/wealth
  • The idea of aspiration  Aspiration is the idea of wanting something better than what you have  Advertising, marketing and promotional material will often present an idealised representation of the world – a Utopian Solution – as audiences will aspire to that lifestyle and its trappings
  • Idealised representations in Just Dance 4
  • How does the Just Dance 4 trailer use representations to appeal to its audience?  Use audience theories in your answer  What uses and gratifications does the trailer suggest the game offers?  What utopian solutions does the trailer suggest the game offers?  Give examples of idealised representations that create audience aspirations