This document discusses applying audience theory to game marketing. It addresses identifying the target audience and what benefits or pleasures are being offered in recruitment videos for games. Audience theories like uses and gratifications are mentioned. Game marketing campaigns should understand what action is required from promotional materials like awareness, brand association, or persuading purchase. Materials should make it easy for the intended audience to take the desired action.

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. • Genre ?

3. Define the Audience for the new
conglomerate recruitment Video

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. Define the Audience for the Terrans
recruitmement Video
http://www.youtube.com/watch?v=CHN9CdBq
SYM

6. What pleasure / benefit is being
offered in the video?

7. Audience theories so far:
• Uses and Gratifications

8. Game campaigns
• How else can Video game companies market
their products?

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. Information
Social interaction
Entertainment
Personal Identity