- Irn Bru is a popular Scottish soft drink brand that has a variety of roles in its production process including animator, audio engineer, creative director, and more. Game developers earn on average between $45,320 to $129,700 annually. - Major video game industry events like E3, Eurogamer, and Insomnia are held where new games are announced and hype is built. 2017 saw both critically acclaimed games like Resident Evil 7 as well as games that underdelivered like Mass Effect Andromeda. - ESports tournaments for popular games like Call of Duty and Dota 2 have grown in popularity. DLC remains a controversial practice with executives claiming complaints are "nonsense" while others

1. Irn Bru
KIERAN BEAL

2. Different roles:
-Animator
-assistant producer
-Audio engineer
-Creative director
-DevOps engineer
-External producer
-Game designer
-Game programmer
-Games artist
-Lead artist
-Lead Programmer
-Level editor
-Narrative copywriter
-Product manager
-Project manager/Producer
-QA tester
-Technical artist
-Game developers on average earn from $45,320 to $129,700 anually.
-There are also videogame promotion events such as: E3 13-15th June 2017 Los Angeles,
Eurogamer 21-25th September 2017 Birmingham and Insomnia 25-28th August 2017
Birmingham. Where all developers both of Triple A titles and indie games announce and
build ‘hype’ for their upcoming release.
-2017 was a year for many videogames of a variety of budgets, some were hits with the
consumers and critics such Resident Evil 7 (Capcom), Horizon 0 Dawn(Guerilla games)
And the re-release of Prey(Bethesda Softworks), others had a lot of hype built around
them but received poor/mixed reviews such as Mass Effect Andromeda(Bioware),
Hellblade(Ninja theory) and Agents of mayhem(Volition) the makers of the well received
Saints row franchise.
-The media has also covered major gaming tournaments worldwide hosted by the
companies that make the games, some popular ones include: The call of duty
championship, classic Tetris world championship, DreamHack, eGames, ESL and
electronic sports world cup.
-DLC content has become a mainstay of modern gaming, there isn’t one triple A title
released anymore without the promise of upcoming content for an additional fee, many
have accepted it but there is still controversy over the subject, the chief executive of EA
Andrew P. Wilson has claimed the complaints over DLC to be “nonsense”. DLC can have
many purposes, whether it’s to add additional gameplay hours to already popular games
or simply to give the consumers the closure that the original game didn’t.

3. Info-graphic Bibliography:
I used a variety of sources to gather my information the links to which are listed below:
-anon. (2017). job roles. Available: creativeskillset.org/creative_industries/games/job_roles. Last accessed 12th September
-anon. (2017). E3 2017: all announcements from 2017's biggest show. Available: www.techradar.com/news/e3-2017. Last accessed 13th September
-anon. (2017). Eurogamer dates. Available: www.eurogamer.net/. Last accessed 12th September
-anon. (2017). Insomnia dates. Available: www.thenec.co.uk/whats-on/insomnia-gaming-festival/. Last accessed 12th September
-anon. (2017). game ratings. Available: www.imdb.com. Last accessed 12th September
-anon. (2017). Top 10 gaming tournaments ever. Available: https://sporteology.com/top-10-gaming-tournaments-ever. Last accessed 12th September
-anon. (2017). How much does a game programmer make?. Available: www.careerigniter.com/questions/how-much-does-a-game-programmer-make. Last
accessed 13th September
-anon. (2017). EA executive calls on-disc DLC complaints ‘nonsense,’ but the truth is more complex. Available: https://www.extremetech.com › Gaming. Last
accessed 15th September.

4. Info-graphic:

5. Infographic research and
analysis
-All of my research that went towards planning and creating the infographic originated from internet research of which I read
through, analysed, and filtered out the information that wasn't important to the data that was and then proceeded to store
in it by logging it onto this PowerPoint.

6. Research:
Data was located and retrieved by typing general questions into google then using reliable sources for the information on
specific topic, once completed I stored the data as a mixture of brief bullet points and sentences to go into detail, I then
stored the references to these sources by using a site called Niel’s toolbox.
Preferred roles in production:
Narrative copywriter
Product manager
Narrative copywriter: This role is responsible for the written aspect of the game, they write the story, characters, world etc, due to the focus on game design
during development they have to make sure that the story elements work with the design choices, they also have to understand the tone and world of a
game as they’ll be responsible for adding many small touches that will make or break the consumers’ overall experience. However for larger titles a group of
narrative copywriters may be brought on board in order to keep up. Narrative copywriters earn from 45,000 to 90,000 dollars on average every year it widely
varies on the project their working on and their position in the team.
Product Manager: The primary role is to help create and implement marketing campaigns to help boost the sales of games the developers are working.
Working on the marketing team they support the senior marketing managers who organise international or global campaigns, they also have a tendancy to
work with the brand managers whose responsible for developing long-term plans for individual franchises, the product manager then provides a strategic
overview of how the brand should develop over time. However in the early stages of development they may liaise with the developers and provide insight
into initial decisions such as characters and scenarios, tasks carried out by the product manager vary as the game’s release approaches, they’re also involved
with any focus testing of the game’s concept and then later on in the project, how feedback of the game is used, product managers earn between 38,000 to
200,000 dollars a year.

7. Irn Bru bibliography:
-anon. (2017). Irn Bru. Available: https://yougov.co.uk/opi/browse/Irn_Bru. Last accessed 20th September 2017
-Sarah Whitten. (27th July 2016). Coca-Cola beats on earnings, but cuts revenue forecast. Available:
https://www.cnbc.com/2016/07/27/coca-cola-reports-second-quarter-2016-earnings.html. Last accessed 20th
September 2017
-HLaGH26. (21st August 2010). Coca-Cola - The best commercials ever. Available:
https://www.youtube.com/watch?v=ocacEb8A4T0. Last accessed 20th September 2017
-Myself. (2017). Irn Bru Opinion. Available:
https://www.surveymonkey.com/summary/CXsRuA8XGTZfTPSreP1qlSpVGfN_2BNLVfDX4PdaALjaR6bFpBcxmK3PyCE8
CgfxWJ. Last accessed 22nd September 2017

8. Client research:
Client: Irn-Bru
Product: Soft drinks
Methods: Irn Bru have always relied upon light hearted mature humour to appeal to the target demographic which mainly
consists of teenagers and young adults through a series of brief linear adverts that were a mix of realist and anti-
realist:https://www.youtube.com/watch?v=1FfAJB9LL50
The Irn Bru ‘gets you through’ has been their most successful marketing campaign in the brand’s history.
-In response to cola’s ‘share a coke’ campaign, Barr decided to release thousands of bottles stamped with the names,
‘Fanny’, ‘Senga’, ‘Rab’ and ‘Tam’ on the labels, mimicking that done by coca cola. The Irn Bru brand heavily relies on comedy
and humour to sell their product.
-Irn Bru invested 6 million pounds in a TV marketing campaign that aired in April 2015 that ran for 3 months, the
announcement coincided with Irn Bru becoming the official soft drink sponsor for the football league, Irn Bru had always
been a huge supporter of the sport but this landmark deal had signalled their biggest season yet, The end goal of
sponsoring the football league was to increase their popularity in England.
-Irn-Bru pushes forward the idea of reward power through their adverts, in the idea that if their product is drunk it offers
immediate refreshment, more so than their competitors offerings.

9. Client research:
Irn Bru has released multiple side products over the years in the hopes to milk the profit from their popular soft drink in the following
ways as example:

10. Market research:
-Irn Bru is part of the soft drinks market primarily despite branching off into other markets as seen previously, as a result
of this they have multiple competitors such as: Cola, Schweppes, Tango, Mountain Dew and 7up as just a few examples.
However Irn Bru’s main competition is the coca cola brand owning 26 different brands.

11. Market research:
Introduced: 1886
Archrival: Pepsi-Cola
Target market: Pretty much everyone. The 17 percent market share is higher than Pepsi and Mountain Dew combined, and the drink is
reportedly recognized by 94 percent of the world’s population.
Product placement: While hundreds of television shows, films and other forms of media have featured Coke as product placement, we’re
declaring “American Idol” the winner for its relentlessly awkward Coke drops (narrowly beating out “The Cosby Show”).
Fun fact: Coca Cola was the first soft drink in outer space, consumed by members of the Space Shuttle Challenger in something called a
“Coca Cola Space Can.”
-Coca cola is the largest competitor for all soft drinks spending a
total of 4 billion dollars on marketing globally in 2015, had 12.6
billion dollars in revenue dollars, and on average made a total
profit of 60 billion dollars.
-Coca cola also relies on TV adverts to sell their product and have primarily
relied on linear, anti-realistic ads in order to reach their target audience
which according to Yougov are young people, mainly bought by both
genders of a left wing political view. Coca cola’s most famous marketing
campaign however was the introduction of Santa Clause, giving him a red
suit and having him drink coke of the side of red trucks, beforehand he was
known as saint Nicholas in black and white, this campaign was so popular it
is how the iconic holiday figure is recognised by everyone today.

12. Audience research:

13. Audience research:
Secondary Research:
-The previously stated sets of data were collected from yougov.com, they collected the data from the irn bru website
itself and as a result of this the data is most likely to be deemed credible, for the most it is understandably laid out.
-the overall results would lead to suggest that Irn Bru is well preferred beverage by the people who answered the
survey, however cross referencing this with the data gathered stating that most people who answered are with the
bank of Scotland and are therefore likely to be Scottish, as Irn Bru is a Scottish drink it is also possible for people to
say they like something because it is associated with the country, this can be confirmed as the drink has also been
called the nation’s 2nd national drink behind scotch, and therefore the results may not be completely reliable.
-While it’s still likely that young men drink Irn Bru more than any other category it is hard to see a political agenda
having any correlation to the type of drink people prefer.
-When comparing all the results on google maps, the density of ASDA supermarkets, Lloyds TSB banks and Royal
bank of Scotland accounts it is likely that many of the answers came from Glasgow and they prefer a mix of indoor
and outdoor activities.

14. Audience research:
Primary Research:
-After analysing the 12 responses I collected from conducting my own survey I have come to these results:
Gender
Male: 91.67%
Female: 8.33%
Other: 0%
Age
Lower: 0%
6-12: 0%
13-19: 91.67%
20-26: 8.33%
Higher: 0%
Political Agenda:
Right Wing: 20%
Left Wing: 10%
In-between: 70%
Activity preference:
Indoor: 16.67%
Outdoor: 16.67%
Mix: 66.67%
How often they drink soft drinks:
All the time: 50%
Somewhat Often: 25%
Occasionally: 16.67%
Rarely: 8.33%
Never: 0%
What size soft drink:
Can: 16.67%
Small Bottle: 16.67%
Medium Bottle: 50%
Large Bottle: 16.67%
Family size: 0%
No Preference: 0%
Favourite soft drink and why:
Fanta: 3
Mountain Dew: 2
Pepsi: 1
Coke: 2
Sprite: 1
Vodka w/ Lemonade: 1
Vimto: 1
-From this data I could conclude that it is mostly young Males
with no direct political agenda and prefer a mix of activities,
whom generally drink a lot of soft drinks of medium size.
However the issue with this is that this is only a small handful
of people answering questions so any conclusion drawn from
this would be invalid.
-However comparing these results to my secondary research
generally backs it up, with the majority of the answers being
young Males who prefer a mix of indoor and outdoor
activities whom have a strong appeal for soft drinks.
-Using this data it shows what Irn Bru’s target demographic
should be, it also shows that they should be appealing more
to the left Wing Political sympathising audience to boost
sales.

15. Idea Generation:

16. Idea Generation:
-I tried three different ideas to generate a videogame based around Irn Bru: a platformer, a racer and a position defence
game.
-The concept around the 2D platformer was that you would play as a non gender descript character climbing a the
Irn Bru Co. skyscraper to reach the fizzy beverage at the top avoiding other drinks as obstacles as you go and the screen
constantly moves in order to motivate the player to keep going, with a limited number of lives it would make the player
determined to keep climbing.
-The racing game would involve a Birds eye view pixilated street where u drive in an Irn Bru inspired car around a map
against cars inspired by other soft drinks, of which you could use the bottlecaps earned from completing races to upgrade
your vehicle.
-The position defence game would involve you standing in a fixed position using an Irn Bru gun to shoot down other soft
drinks as they came hurtling towards you, each round completed would bring in bottlecaps depending on how many
enemies you shot in the previous round, using these you can upgrade your cannon to fight the boss waves that occur.

17. Idea Generation:
- original Tv advert: unnamed guy walking down the street minding his own business, when a non descript figure in an
orange morph suit running up to them, slapping them multiple times and then running away leaving the other figure in
confusion and with a can of Irn Bru, inspired from a tango advert in the 90's.
-Another idea however was to have two people in large morph suits (this was a continuous theme until the final idea) one
in a Scottish suit the other in an English, in between them both in the street is a bottle of Irn Bru in which they both fight
over, when the comical dust clears they both share the Irn Bru and are wearing British morph suits, with the slogan,
'bringing people together, the Scottish way'. We decided however not to go with this primarily because we believed
that many Scottish people would view this advert as offensive, not only for being incredibly stereotypical of the Scottish
culture but also because much of the Scottish population voted for independence from Britain during the Scottish
referendum and as a result would be offended by the notion this ad implies.
-Instead we've instead decided to do a mafia style advert as a spoof to popular movies like Bugsy Malone and Goodfellas,
while still using a Scottish stereotype that is not to be taken as how we see the general Scottish population in any way.

18. Individual Idea:
original Tv advert: unnamed guy walking down the street minding his own business, when a non descript figure in an
orange morph suit running up to them, slapping them multiple times and then running away leaving the other figure in
confusion and with a can of Irn Bru, inspired from a tango advert in the 90's. However we decided that this was too close
to the original source material and as a result was cut from the final idea.

19. Group Idea:
-For the group Tv advert we have decided on a concept where Irn Bru is illegal like any recreational drug, in which some
mafia type goons are dealing it in a sealed case to unnamed figure across the room, they make the swap and leave, trying
to stick to a more light humoured type advert to appeal to the younger generation who based on my audience research
are more likely to purchase Irn Bru, we still have plan some sort comedic punch line at the end of the advert, while all of
this is happening there will be a man in the background in a kilt holding an Irn bru referencing a particularly obscure
movie from the 20th century that while it would be most likely lost on the youth of today is still a rather silly moment
nonetheless.

20. Planning Docs (TV Advert):

21. Planning Docs (Advergame):
-The game takes place in a world where the Irn Bru company has colonized another planet to synthesize ingredients for
your soft drink as earth has run out and other soft drink companies have decided to invade, your job as the IBPD (Irn Bru
planetary defence) is as follows:
Using an Irn Bru cannon to blast other bottled soft drinks ships out of the sky in a space invaders themed landscape while
a digital computer generated soundtrack plays in the background. The game will have an upgrade system where you
acquire bottlecaps from the other ships depending on how many you shoot down, these bottlecaps can then be used to
upgrade your cannon to succeed in higher rounds and to help defeat the boss rounds. The game will have powerups that
you can either shoot to gain them or may use bottlecaps to buy them before each round starts, should a ship reach you
before you get the chance to shoot it down then you will lose health, reaching 0 health means starting the round again,
should a boss reach you however you will lose by default. There are also different projectiles you can use, a Bru bomb will
explode a group of ships in an area and the drink jet fires a constant stream of Bru to take out ships faster, these however
are very limited so the player must use them wisely.

22. Planning docs: (Advergame)
This is simply a draft of my
videogame and will likely
not look entirely like this
by the end but it does
however display the
general idea.

23. Planning Docs (Advergame):

24. Planning docs (print advert):
-This was my original design that I was
planning on going with however I
decided against using it, this was due to
it being too similar to the source material
and a good portion of the picture had
nothing to do with the product itself.
However it also conveys the wrong
message showing an industrial factory in
nature would suggest Irn Bru is against
the environment.
-I initially was going to go with the slogan
‘gods own bru’ in the end however I
decided that this came off as rather
pretentious of the company and may rub
some people (mainly religious followers)
the wrong way and therefore decided to
change it.

25. Planning Docs (Print Advert):
This was the second practise sketch I created which is the same image to the first except the bottom half had been
cropped off and smiling faces had been placed on the clouds, this paired up with the slogan ‘Irn Bru, one with nature’
symbolises how people are happy both with Irn Bru and the eco friendliness of the company, the cartoon style of the also
reinforces the innocence of the company.

26. Finished Stuff:
Finished pieces to be displayed on your blog.