1. How long before release did the GTA V campaign begin?
2 years before.
2. How did the institution want existing GTA fans to react to the early trailers?
Rockstar wanted their dedicated fans to watch the trailers over and over again and analyse them and try to find out information about the game by themselves.
3. How did the steady release of trailers build excitement and hype about the game?
The trailers were short with big time gaps in between them. They also didn't reveal a lot of information at once and left the audience trying to figure it out.
4. How was the launch used to generate news coverage?
5. What effect did the strict embargo have on the audience?
It created more excitement at extraordinary levels as the release day neared.
6. In your opinion, why was the campaign for GTA V so successful?
In my opinion it is because, GTA has a lot of dedicated fans just waiting for the new game releases and therefore once they find out about it the word of mouth takes over quite a lot of the time. The fact that they withheld information in the trailers left people wondering and posting their ideas online making more people aware of the game.
Name of Game: Wii Fit Plus Release Date: 2009 Institutions Behind the Game: Nintendo Gaming Platforms: Wii
Print:
1) -
2) - 3) The reviews for Wii Fit Plus are mostly positive with some negatives as well like all games: -Can create your own workout routines -Most of the new balance games are fun -Multiplayer limited to nine games 4) Wii Fit Plus has not featured on magazine front covers however it would be very helpful with promoting it. Front cover feature is so successful in promoting a game to its target audience because it catches their attention and it indicates to them that if it's good enough to be on the front of a magazine it's probably good enough for them to buy it as well. Also, the game is aimed at mostly adults between 25-45 that are very likely to read magazines and when they notice something like a game that isn't all about violence and looks relaxing, they might take a look at it. Broadcast:
1) This TV Advert covers some of the key conventions. It includes the institution logo at the start, voiceover at the end, in-game footage, platforms it is available on and the official website.
2) This Wii Fit Plus trailer is effective because it's targeted at adults that probably own the Wii Fit game already and just want to upgrade it. The trailer would show them what is different and new about the game to boost up their desire of upgrading their copy of the game. The new additions and improvements shown in the trailer might make them feel like their version is old and can't do most of the things that the new one can which will cause them to at least think about purchasing it.
3) The gameplay of the game promotes it effectively as it introduces the audience to the game and shows them what the game is like and what they can expect of the game. If they are having doubts about whether to buy it or not, the gameplay can persuade them to do so, showing them that it's something they are looking for, especially because the man looks very happy and enthusiastic about playing the game.
E-media:
1) The official website attracts and maintains the interest of the audience because the sliding images show different aged people which can motivate them as it shows you can play the game no matter the age. Also, the target audience which is mainly adults, might also like the fact that the page has simple colours, green and white and it's very organised.
2) The colour green which is dominant on the official website can be associated with peace which could be an indication of that playing the game and working out can give you peace of mind. Also it shows different aspects of the game like aerobics, balance, training, yoga and strength.
3) No, the game doesn't have a YouTube channel.
4)
5) User Generated Content helps to promote the game because it is done by average people that play the game and you can make your own opinion based on that instead of you reading reviews and judging the game by what others say about it. In addition, it gives the audience an idea of what the game is like and how it's played which can either like or dislike the game.
6) The game doesn't have an official Facebook page.
2) Wii Fit Plus was originally announced during Nintendo's E3 media briefing on June 2, 2009.
3) The institution promoted the game by releasing final trailers and adverts of the game and they also relied a lot on the word of mouth, sharing the videos and people creating the buzz themselves.
4) Wii Fit Plus does not have in-game purchases however it release newer versions of the same game, persuading people to purchase the updated version.
Other:
1) Target audience demographics:
*22-54 years old
*64% female 36% male
*ABC1 social demographics
*part time jobs
I think this demographics suits the game because most of the players would be working adult females trying to improve their figure at home because they don't have motivation to do it outside by themselves.
Psychographics:
*succeeders
*explorers
*reformers
2) Australian celebrity endorsement was used in the adverts to create an average feel of the game, that anyone can play it in their living room in casual working out clothes.
3) The campaign creates an emotional connection by using celebrity endorsement in adverts. When the celebrities that might be thought to be always wearing designer formal clothes wear causal every day clothes then that makes the person feel like they know that celebrity personally because he is just like a normal person.
4) -
5) Nintendo promotes all of their games by using celebrity endorsement in their own cosy living room with family or friends in casual clothes having fun since their overall target audience is families.
Five most significant aspects of the Star Trek campaign: 1* June 2011 - E3 announcement and teaser trailer This was very essential in creating a buzz about the game as it is the first time the audience has heard about the game coming out and since there is a teaser trailer to go with it it gives them something to talk about/comment and already make their opinion on the game. 2* June 2012 - Website, Twitter and Facebook feed launched and updated Launching websites that contain information about the game can be helpful when promoting it as it creates excitement with all the new information that you can find out from it. The target audience can share that info with other friends to make them aware of the game. 3* June 2012 - Gameplay footage posted online The gameplay makes the audience feel like they are a part of that game and it creates a buzz because it shows the audience more of the game which increases their interest in it. Just like with the website, Twitter and Facebook they can easily share that with their friends to create a buzz. 4* February 2013 - Retailers post circulars online The circulars online create a lot of buzz as they are the first things that you see when you enter an online game or app store. It lets you pre-order the game which is most likely to attract the audience because they have seen all the previous advertisement and they can't wait to finally play the game so they pre order it. 5* March 2013 - Official advert released When the official advert is released the audience will pass it on to their friends so that they can see the advert as well. This creates a buzz as well as it shows the audience even more about the game than the gameplay and the trailers. How do the trailers appeal to the target audience? Overall the trailers had 185.79 thousand views. The Star Trek videogame publisher developed the marketing campaign over such a long time to create more excitement. As they released new trailers, websites etc the audience got more excited and was looking forward to buying the game. The audience kept on seeing how good the adverts were so once the game came out they were more likely to buy the game. Online Reviews: http://www.metacritic.com/game/xbox-360/star-trek-the-video-game
Candy Crush Saga 1. How much money is Candy Crush Saga estimated to make each day from its users? Worldwide it approximately makes £610,000 of which £550,000 is from gamers in the US.
2. How does it make this money?
The game has add-ons like skipping the time to wait for more lives or just simply buy add ons to help you get through difficult levels which addicted players purchase.
3. How many people are estimated to have installed Candy Crush?
It is estimated to be 500 million people.
4. Where do people play?
On their way to work, during working hours and on their way back from work.
5. When was the game released?
Facebook: April 2012
iOS: November 2012
Android: December 2012
6. When did it reach 500 million downloads?
November 2013
7. Who is the typical Candy Crush gamer?
Women aged 25 to 45.
8. What percentage of gamers have spent money on Candy Crush, buying in-app purchases etc.?
25%
9. What percentage say they are addicted to the game?
30%
10. What is your own experience of playing Candy Crush? Have you played it?
From my own experience I can say that it is a very addictive game because you spend every moment that you have available to play it for example waiting for the bus, transport or when you just have a break from your chores.
From the Daily Mail article I can work out that the target audience for Candy Crush is women aged between 25 to 55.
Extension Task
Mobile gaming continues to grow because:
Tablets and phones are becoming the two main, most used platforms.
You can access mobile games at any time, anywhere you are.
Tablets and phones are available all around the world.
Free games are available.
Technology development allows the developers to catch up with PC and console games.
In 2013 mobile games generated 17.4% that is $12.3 billion of the global games market. It's estimated that by 2016, that percentage will increase to 27.8% - $23.9 billion.
According to the Newzoo 2013 Global Games Market Report, MMO, smartphones and tablets are the only platforms that actually increase.
In 2013 the biggest amount of mobile gamers was in Asia Pacific with 412 million players. Western Euroope has the highest average spend per month per paying mobile gamer and that is $4.40.
20 to 35 years is the most frequent age especially in Korea/Japan/China. North America holds the biggest percentage of female players.
The US also has the highest amount of average spenders (33%), followed by Europe (23%).
1) Planetside 2 is a free science fiction MMOFPS (Massively Multiplayer On-line First Person Shooter) set approximately 300 years after the discovery of Auraxis.
2) The game belongs to the Sci-Fi MMOFPS genre.
3) Planetside 2 developer/publisher is the Sony Online Entertainment. 4) The game was launched on the 20th of November 2012 5) The gameplay features territory control in an open-world, large battles featuring up to 2000 players per continent on foot or in land/air vehicles.As a player participates in productive activities, they will earn experience, which will increase their character's battle rank and reward them with certification points. As players gain experience, they will receive more certifications, allowing the player to unlock new abilities or items. 6) The six player classes in the game are:
The Infiltrator - sniper class with special abilities of cloaking and hacking; can use sniper rifles, scout rifles and submachine guns with devastating effects.
The Light Assault - special ability is Jump Jets that lets them fly for a short period of time; the air scout who uses carbines, submachine guns and shotguns.
The Combat Medic - healing class whose special abilities are to heal and resurrect others; their weapons include assault rifles, shotguns and submachine guns.
The Engineer - special ability to repair turrets, vehicles and MAX Units and build anti-infantry and anti-vehicle turrets; their weapons include carbines, shotguns, submachine guns and battle rifles.
The Heavy Assault - special ability of shields that help them endure heavy fire; their weapons include light machine guns, submachine guns, shotguns, battle rifles and Rocket Launchers(destroy enemies vehicles).
The MAX - the slowest; they have a mobile armoured suits that allows them to take significant damage before they die; have access to anti-infantry, anti-vehicle and anti-air weapons.
7) Planetside 2 is a science fiction massively multiplayer online first-person shooter game set approximately 300 years after the discovery of Auraxis.
Business Model
1) Planetside 2 is free of charge.
2) The subscription provides them with increased experience, cert points, and extra resources.
3) In-game currency can be used to buy aircrafts.
4) Some players dislike games in which users can buy additional weapons or health because it's like buying power which means that you don't actually need to have skills to get through the game. The Three Factions
The Terran Republic: Obsessed with the preservation of law and order through violence. Some therefore think they are an oppressive and dictatorial force however others think that they are the only hope for lasting security of Auraxis.
The Vanu Sovereignty: Advanced and cunning. Their aim is to uncover the secrets hidden away in ancient artifacts scattered over the surface of Auraxis.
The New Conglomerates: They fight for freedom. Supported by heavily armored assault troops and durable tanks and fighters that also have the highest damage per shot in the game. Target Audience Target Audience Demographics- Male 70% Female 30%, ages 16 to 30, BC1C2 class, slightly higher than average education, mostly middle class employment, larger towns and cities.
The Terran Republic:approximately ages between 26 and 30, BC1 class, higher education, middle class employment, cities and towns.
The Vanu Sovereignty: approximate age of 28, BC1 class, higher education, middle class employment, cities and towns.
The New Conglomerates: average ages of 16 to 23, BC1C2, average education, middle/lower class employment, cities and towns. Target Audience Psyhographics-
Task 1
The game title is 'Enzo' and it will be available on tablets, phone and PCs as it would bring more profit with a wide range of platform availability. Enzo will be played by the ages 7 to 14 as it is a game with animated visual effects and therefore would appeal to a younger audience.
Task 2
To attract the audience's attention the game will be advertised on children based areas of media such as TV Junior/Teenage Channels or YouTube channels where nursery songs and shows are played.
To generate the interest of the audience, the advert will have a narrative to it to create excitement. The bug will have a name and a personalised character which will make the audience feel connected to character. This will make them want to help him get through the game.
To stimulate the desire in-game footage will be included in the advert to show what the audience will be experiencing while playing the game.
To promote the action at the end of the advert there will be a website link and social media websites as well as hashtags. Also the price and platform will be shown.
Rockstar Games Background: Formed in 1998 in New York, New York City, USA. Owner/Founder(s): Sam Houser, Dan Houser, Terry Donovan, Jamie King and Gary Foreman. Most Successful Games: Grand Theft Auto, Max Payne, Manhunt, L.A. Noire etc. Interesting Fact About The Institution: In March 2014, Rockstar Games received the BAFTA Academy Fellowship Award at the British Academy Video Games Awards. EA (Electronic Arts) Background: Formed in 1982 in Redwood City, California, USA. Owner/Founder: Trip Hawkins. Most Successful Games: Battlefield, The Sims, FIFA, Need For Speed etc. Interesting Fact About The Institution: In 2011 Electronic Arts was the world's third-largest gaming company. Zynga Background: Formed in 2007 in San Francisco, California, USA. Owner/Founder: Mark Pincus. Most Successful Games: FarmVille, Texas HoldEm Poker, ChefVille etc. Interesting Fact About The Institution: Zynga was named after an American bulldog named Zinga once owned by Mark Pincus. Nintendo Background: Formed in 1889 in Kyoto, Japan. Owner/Founder: Fusajiro Yamauchi. Most Successful Games: Super Mario Bros, Wii Sports etc. Interesting Fact About The Institution: It originally produced handmade hanafudacards. Sony Computer Entertainment Background: Formed in 1993 in Tokyo, Japan. Owner/Founder(s): Ken Kutaragi andNorio Ohga. Most Successful Games: Gran Turismo, Eye Toy etc. Interesting Fact About The Institution: The company has sold more than 400 million PlayStation consoles worldwide.
Task 2: Advertising Agencies
W+K Amsterdam
1) W+K stands for Wieden + Kennedy. 2) They advertised Heineken, Powerade, Nike, Coca-Cola and EA. 3) In my opinion the Coca Cola advert is the most creative because it shows how adding some colour to the grey, boring reality can make everyone happy.
4) They created a videogame campaign for FIFA 14.
5)
Rokkan
1) The Rokkan advertising agency has been around for 14 years.
2) It is based in New Jersey.
3) Rokkan has advertised Hyundai, Nestle, Chipotle.
4)
5) The publisher for 'Dishonored' was Bethesda Software.
Task 3: Regulatory Bodies PEGI
1) PEGI is an age rating system that was established to help European parents make informed decisions on buying computer games.
2&3) PEGI uses a combination of content declaration and game review to determine the appropriate PEGI rating for each game. PEGI 3 The content of games given this rating is considered suitable for all age groups. Some violence in a comical context (cartoon-like forms of violence) is acceptable but no explicit language. PEGI 7 Any game that would normally be rated at 3 but contains some possibly frightening scenes or sounds may be considered suitable in this category. PEGI 12 May contain violence in a fantasy setting, coarse language, mild sexual references or innuendo, or gambling. PEGI 16 Depiction of violence (or sexual activity) reaches a stage that looks the same as would be expected in real life. More extreme language, the concept of the use of tobacco and drugs and the depiction of criminal activities. PEGI 18 Level of violence reaches a stage where it becomes a depiction of gross violence and/or includes elements of specific types of violence(violence that would make the viewer feel a sense of revulsion). 4) The seven aspects that PEGI look for when giving a game a rating are: -bad language -discrimination -drugs -fear -gambling -sex -violence
5) PEGI Online is an addition to the PEGI system protecting young people from inappropriate online game content.
ASA 1) ASA's mission is to make sure that the advertising in media is legal, decent, honest and truthful, to the benefit of consumers, business and society. 2) ASA's values are: -Consistent and proportionate -Reliable and ethical -Fair and respectful to all -Accessible and helpful -Intelligent and thorough, but also timely and proportionate -Open and accountable, acting with integrity and never being afraid to admit when we’re wrong -An excellent team, inspiring excellence in each other
Complaint:
1) The advertised company was Mothercare UK Ltd.
2) Someone complained because the claim "RRP £49.99 Price £24.99 You save £25.00" was misleading and could be substantiated, because they did not believe the product was generally sold for £49.99.
