The document provides details about the FIFA 13 video game, including: 1) The target audience is mainly males ages 10-30 who are football/soccer fans, as well as middle to working class individuals due to the cost of the game. 2) The game can be played at any time and features elements like customizable teams and players to make the consumer feel more involved in professional soccer. 3) Commentators are usually former professional players to make the commentary more authentic for fans and the game aims to recreate a realistic soccer experience through its features and design.

1. Case Study: FIFA 13
Target Audience
-Generally selected to the male population but not exclusively for males.
-Generally Aimed at football fans of the younger generation e.g from ages 10-
30. As it is played on modern technology.
-Social classes: Middle/Working class mostly, as games and consoles are
exceedingly expensive at around £35 a game.

2. Scheduling and Format
• Scheduling is not an issue with the FIFA as it can be played at any time of the day. With the
game being sold at the cheapest prices in supermarkets such as Asda, Tesco and Sainsbury's
est. This is where gamers will go to purchase their game at the best price possible.
• Edited games and players appeal to the football fans as it gives them a sense of involvement
in the sport, giving the gamer a closer relationship with players as they play the game as a
‘Manager’ of their favourite team.
• The game allows the football fans follow their dream and make them feel more involved in
football as if they were at the elite standard. The shortening of games and difficulty level easy
to a just depending on how consumers play the game. Attributes vary from Amateur – World
Class.
• Availability to play the game online against other users who play the game creating more of a
challenge.
• Entertainment: Giving a sense of relaxation, pleasure and emotional release i.e
Students, workers est.

3. Narrative Elements
• Consumer is able to chose their favourite team out of all leagues in the country and the
world to play Career Mode. This enables the consumer to be connected to the game and to
prevent boredom. Also keeping the factor of it being a dream i.e. managing their favourite
team.
• Newly introduced into 2012-13 models is Ultimate Team, an optimistic team sheet seeking
out challenges from the consumer online. Consumer can play games in tournaments to gain
coins and gradually build the best team possible.
• Winning trophies and gaining coins all ultimately giving the consumer pleasure and pride in
their attributes to the game.
• Players, Managers, Commentators, Fans and Referees are all character to try and make the
game as close to real life as possible. The sense of the good and bad guys in a fictional way.
i.e. Referees are seen as villains and when players score a goal they are seen as the heroes.
These are seen as Models of Identity; Specific characters for specific reasons.

4. Presenters/Commentators
• Presenters and Commentators of the game are all Ex footballers. The reason for this is that it
creates a sense of togetherness with former players and fans. Also with them being
performers at that elite level there ability to analyse and evaluate a performance is better
than most.
• Commentators tend to be ex players with brilliant records in their history as a player. I.e.
Never in the press for bad reasons and discipline on the pitch.
• The commentators on the game are the same as who would commentate every weekend
games, again to create a sense of realism and connection with the supporters.

5. Editing
• Players are edited to look as realistic as possible to create a entertainment value and to give
the consumers a feel of what the game is like at the top level.
• Players are then edited ability wise. This shows the ability of a player with an overall rating
giving the consumer the ability to compare players, EA will edit the players according to form
and status of the player i.e Lionel Messi rating 97 overall out of 100.
• Stadiums are set into the game but can be changes in career mode by the consumer to their
specifications and demands.
• Game Settings enables the consumer to contol the length of the game, the level of difficulty
of the game, the type of football they use and the camera angle.

6. Verbal/sound Elements
• Commentators use the language of football freely without having to explain it, this
creates a bond with the football fans as they know what is going on without having to
explain rules.
• Songs play during intervals of the game or before and after a game to keep the
consumer entertained while waiting for the next game.
Social Integration
People can come together and speak to friends and family through Xbox live which enables
people to communicate, creating new relationships and friendships.

7. Camera
• There are many different camera angles on fifa to suit the playing style or how the consumer
wants to view the game. There is a Tele view which is most common as it is realistic and
similar to watching the game in your front room. Then there are many more such as;
dynamic, television broadcast, end to end, be a pro. All these different angles can be used
giving options to the consumer.