Promotion of video games

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Promotion of video games

  1. 1. Promotion of Video Games 2014 Examination Topic
  2. 2. Facts • The examination will be held on Wednesday June 11th 2014 • The pre-release material will be issued on Monday May 12th 2014 • The examination is worth 40% of your final grade • It lasts 1.5 hours • There are 4 tasks / questions to complete • Each task is worth 15 marks
  3. 3. Key Concepts - LIAR • Language – the words you need to use • Institutions – the companies and organisations that are relevant • Audience – the consumers of video games and the promotion of them • Representation – how people, places and events are portrayed in the promotion of video games
  4. 4. Language - genre What would you call the genre of each of these video games?
  5. 5. Language - genre What would you call the genre of each of these video games?
  6. 6. Language - genre What would you call the genre of each of these video games?
  7. 7. Language - genre What would you call the genre of each of these video games?
  8. 8. Language - genre What would you call the genre of each of these video games?
  9. 9. Language - genre What would you call the genre of each of these video games?
  10. 10. Language - genre What would you call the genre of each of these video games?
  11. 11. Language - genre What would you call the genre of each of these video games?
  12. 12. Language - genre What would you call the genre of each of these video games?
  13. 13. Language - genre What would you call the genre of each of these video games?
  14. 14. Language - genre What would you call the genre of each of these video games?
  15. 15. Simple genres • Puzzle • Rhythm • Sports • Music • Shoot ‘em up / shooter • Role Playing Game (RPG) • Adventure • Hack n slash • Fitness • Strategy • Indie • Platformer • Beat ‘em up
  16. 16. Genre prefixes and suffixes Prefixes: • First-person… • Third-person… • Indie… • Action… • Stealth… • Puzzle… • Retro… Suffixes: • …shooter • …beat ‘em up • …action • …platformer • …adventure • …puzzle • …RPG
  17. 17. Genre conventions How do we recognise different genres?
  18. 18. Franchises A franchise is when a single game becomes a series or elements of it are licensed for use in other products
  19. 19. Franchise activity • Choose a video game franchise and come up with one product idea that could be sold • Mind map the product, target audience and USP (unique selling point) of each product
  20. 20. Brand Design, Images, Shape, Colour. DISC
  21. 21. Brand – select one game and mind map how it constructs its brand using DISC
  22. 22. Brand – mind map how the two games create a brand using DISC
  23. 23. Narrative • What narrative or story can you see being told in the following promotional texts?
  24. 24. Text 1: Amnesia Trailer (2010) • http://www.youtube.com/watch?v=u1nY_5- UrY4
  25. 25. Text 2: Professor Layton and the Unwound Future trailer (2010) • http://www.youtube.com/watch?v=sAB6QbsY mrU
  26. 26. Text 3: Metal Gear Solid V Trailer • http://www.youtube.com/watch?v=pRSZy12E OSs
  27. 27. Forms and conventions • Using a venn diagram, compare the print and video adverts • What are the conventions of each media form?
  28. 28. Forms and conventions – writing task • Compare the print advert and video trailer for either Just Dance 2014 or Dark Souls 2 • How are the conventions different between the media forms? • How does each text try to attract its target audience?
  29. 29. Institutions
  30. 30. Gamedevmap.com • This site shows you the location of game developers around the world • Developers are people who design and create games
  31. 31. First and third party First party developers: • Sony • Nintendo • Microsoft Third party developers: • Infinity Ward (CoD series) • Bethesda (Elder Scrolls, Fallout series) • FROM Software (Dark Souls 1 & 2) • Mojang (Minecraft)
  32. 32. Ownership and subsidiaries
  33. 33. Institutions task • Produce a diagram tracking the institutions involved in the following games: – Battlefield 3 – Just Dance 2014 – Skyrim – Candy Crush Saga – Farmville – FIFA ‘14
  34. 34. Advertising campaigns Mind map the promotional campaigns for Call of Duty: Ghosts and Candy Crush Saga Show how each game campaign uses a variety of media forms and platforms How are the campaigns similar and/or different to each other? Consider: • Pre-order bonuses • Tie-ins with other media, e.g. music • Video • Print • Websites • Blogs • Social media • Merchandise
  35. 35. Some facts and figures Call of Duty: Black Ops II • Approximate cost of development and marketing: £250m • Approximate revenue: £660m • Profit (before tax): £410m (you could buy NUFC and SAFC for this)
  36. 36. Some facts and figures Minecraft • Approximate cost of development and marketing: £10,000 • Note: initially Minecraft had no marketing budget at all, it spread through word of mouth or Two-step flow theory • Approximate revenue: £30m • Profit (before tax): £29.99m
  37. 37. Ratings Bodies • PEGI • BBFC
  38. 38. Regulatory bodies • The Advertising Standards Authority apply the codes of practice to adverts • The Committees of Advertising Practice write the codes of practice
  39. 39. Banned Wii U advert • http://www.youtube.com/watch?v=lMVfIe536 J0#t=32 • Why do you think this advert was banned?
  40. 40. The reason? • 3.1 Advertisements must not materially mislead or be likely to do so. • 3.2 Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. • 3.10 Advertisements must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.
  41. 41. Banned (pre-watershed) CoD: MW3 advert
  42. 42. The reason? • 32.18 Violent or sexually explicit material must not be advertised in or adjacent to programmes targeted particularly at audiences below the age of 18.
  43. 43. Banned Soul Calibur V advert
  44. 44. The reason? • 4.1 Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
  45. 45. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  46. 46. The reason? • “This was seen by the ASA as possibly ‘condoning and glorifying real violence’.”
  47. 47. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  48. 48. The reason? • The ASA said the slogan, combined with images of a car that seemed to have crashed at high speed and a burning tyre, could be seen to condone dangerous driving and anti- social behaviour.
  49. 49. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  50. 50. The reason? • The Advertising Standards Authority has banned a UK TV advert for Midway’s John Woo Presents Stranglehold which it considered was “likely to be seen as encouraging and condoning violence”.
  51. 51. Audience
  52. 52. Casual or serious?
  53. 53. Serious
  54. 54. Casual
  55. 55. Starter – are these games / franchises casual or serious? • Call of Duty • Super Mario • Legend of Zelda • Candy Crush Saga • Professor Layton • FIFA • The Sims • Battlefield • Metal Gear Solid • Dark Souls • The Elder Scrolls • Angry Birds • Temple Run • Minecraft • Worms • Assassin’s Creed • Just Dance • Singstar
  56. 56. Casual or serious? • Create a Facebook profile for a ‘casual’ or ‘serious’ gamer • Compare and contrast the ways in which promotion and advertising is used to appeal to them
  57. 57. ‘Gamer’?
  58. 58. Video game audience stats Source: www.iabuk.net Who plays games? • 82% of 8-65 year olds • Over 27.6 million adults • Over 5 million 8-15 year olds
  59. 59. When do people play?
  60. 60. What do they play on?
  61. 61. Gaming is social • 72% of adult players play socially, either in person or online • 96% of children play socially
  62. 62. Writing task • What three conclusions can you draw from the statistics you have been given? e.g. “Whether the audience plays video games is not dependent on their gender as 49% of gamers are female, and 51% male.”
  63. 63. Games are about social interaction • 72% of players have played with others • 81% have played with others in person • 54% of social network players have played with others over a network • 41% of browser games are played with strangers
  64. 64. Bioshock Infinite • moroboshi • “The cover is generic, boring, has nothing to do with the game, and is artistically bankrupt. It’s the very definition of design by committee. • Levine should never have allowed something this ugly to see the light of day.” • Posted on Dec 8, 2012 | 6:43 PM
  65. 65. Ken Levine’s response
  66. 66. Representation
  67. 67. Gender How is gender represented in video games?
  68. 68. Mass Effect
  69. 69. Super Mario
  70. 70. Soul Calibur
  71. 71. Ninja Gaiden
  72. 72. Candy Crush Saga
  73. 73. The Legend of Zelda
  74. 74. Metal Gear Solid V
  75. 75. The Last of Us
  76. 76. Assassin’s Creed / Tomb Raider / Uncharted
  77. 77. The gaming experience How is the experience of playing being represented here?
  78. 78. Choose two contrasting games • Thinking about: – Maslow’s Hierarchy of Needs – The Uses and Gratifications Theory • Explain what kind of experiences are being promised to the audience Uses and Gratifications: To be informed, to be entertained, to escape, to socially interact, to relate to characters
  79. 79. Choose two contrasting games • Thinking about: – Maslow’s Hierarchy of Needs – The Uses and Gratifications Theory • Explain what kind of experiences are being promised to the audience Uses and Gratifications: To be informed, to be entertained, to escape, to socially interact, to relate to characters
  80. 80. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  81. 81. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  82. 82. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  83. 83. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  84. 84. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  85. 85. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  86. 86. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  87. 87. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  88. 88. Failed promotional campaigns Why did they fail?
  89. 89. Context John Romero Co-creator of the hugely successful Doom and Quake series of games. Doom was ranked in the top 20 games ever by Edge magazine
  90. 90. Daikatana In 2000, John was about to release a new game called Daikatana. The marketing department of Eidos came up with the following magazine advertisement
  91. 91. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  92. 92. PSP White • In 2006 Sony were about to launch a white version of their PSP console
  93. 93. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  94. 94. All I Want for Christmas is a PSP • Also in 2006, Sony launched a fake viral video that was represented as being created by a fan
  95. 95. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  96. 96. Sony later issued this ‘apology’ “Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony. Guess we were trying to be just a little too clever.”
  97. 97. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How… In 2002 Akklaim offered parents $10,000 dollars to name their new-born child Turok.
  98. 98. Two years later… • Akklaim went bankrupt in 2004
  99. 99. Dante’s Inferno • In 2009 EA staged a protest against their new game Dante’s Inferno outside their headquarters
  100. 100. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…
  101. 101. The same year… • Genuine Christian groups actually protested against the protest; they said that it portrayed Christians in a negative light
  102. 102. Resident Evil 6 • In 2012 Capcom opened a ‘human meat shop’ in London
  103. 103. Question grid Is? Did? Can? Would / could? Will? Might? What… Where… When… Which… Who… Why… How…

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