Homework: Grand Theft

Release date: 17/09/13
Developers: Rockstar North

Print
The print adverts used to advertise GTA V were billboards, posters, magazine covers etc.

This poster is quite different from other promotional posters as it doesn't have one main central imagine, but 7 images on the whole page that are shots within the gameplay. Also, the title is in the well-known Grand Theft Auto typeface which lets the audience know its GTA. It is dominating the whole poster & is in the centre where the central image would normally be. The reason it's the only text on the poster is because the images on the poster give you the information about the game and the audience can infer what content is included because of the violent images used. There isn't a specific colour scheme for this poster, but the GTA V colour scheme is green and white, as seen onthe title.                  

Review 1:  "...you're looking at something that could hold up the next console generation all by itself-".

Review 2: "As we stand on the brink of a new generation, GTAV sends an intimidating message to the rest of the industry. Beat that. "

Review 3: "This is going to make the next-gen look bad for a long time to come." 

Broadcast

The official TV advert was very different to normal ones. This is because its being advertised more like a movie. You don't see anyone playing the game however all the footage was within the gaming world, telling a story of one person in the game. This is effective in the promotion of games because the audience get an insight of what the game involves but it also creates a buzz because it's as if the audience will be entering a whole new world. Also it gives clues about one of the "missions" they'd be required to complete which would create excitement within the audience because they'd want to buy the game and complete it. Without the adverts/trailers, the audience wouldn't have an image of the game in their head and wouldn't know as much about it. 

E-Media

GTA V used E-Media quite a lot to advertise this game. They had an offical website, twiiter page & faebook page where they've generated millions of likes and follows. Twitter and Instagram had the hashtag "#GTA5" and this trended worldwide, causing people to discover the game for the first time as well as stimulating the TA to buy it. 

Twitter and Facebook were used to put up pictures, videos and links to interact with the audience and fans of the game. They directly adressed the audience by directly aksing them questions and posting things abot current real-life issues. This made them feel more involved, and they also held competitions and counted down the days for the release of the game.

User generated content, like game-play, helped to promote the game because they show the audience what the game is like before it has been released. People may not want to purchase it until they see what the game is like and the advert as they'd want to know exactly what they're buying and exactly what the game includes.  

Star Trek: blog tasks

1) Pick out the five most significant aspects of the Star Trek campaign from the list above and explain why they were important in creating a buzz about the game.

Gameplay footage on YouTube- Important because it shows gamers what content the game includes and gives them a real insight on the graphics and maybe even the narrative that the game follows. 

Website and Twitter feed launched- The target audience would consist of mainly teens from the ages 16. This is significant as they'd be familiar with twitter and the internet so they'd want to buy the game even more as it would update info regularly regarding the game. 

E3 announcement and teaser trailer- Important because the E3 convention is seen by many individuals and would therefore make them aware that there is an upcoming star trek game releasing. 

Official advert released- Its key to have an advert as it would be seen by television viewers across the country (if it is broadcasted on tv) and the gameplay and content included in the advert would create excitement because it shows the audience exactly what the game includes.

2)Watch the following YouTube trailers and explain why they might appeal to an audience:

• Teaser trailer- Shows scenes of the game without giving too much away which therefore engages the audience and make them want to see more. 
• Full trailer- Shows the audience a narrative that will make them want to buy the game to "complete" the mission that the trailer highlights. There is alot of sci-fi iconography (spaceships, the galaxy, aliens, etc) which attracts that specific TA. 
• Comedy trailer with William Shatner- The use of celebrity endorsement attracts fan base of the chosen celeb as well as star trek fans. 

3) How many views did these trailers receive in total? 185,782

4) Why did the Star Trek videogame publisher develop the marketing campaign over such a long time? To build excitement and desperation in the audience and make them maintain interest in the game so that as soon as its out people would buy it straight away. 

5) What other examples can you find online from the Star Trek marketing campaign? Print? Reviews? Broadcast? E-media? Do you feel the campaign as a whole was successful? Overall, I don't think it was a successful campaign as the outcome was really bad and the reviews they received we're appalling, considering the campaign lasted for nearly 2 years. 

A negative user-generated review 

Name of game: Wii party

Release date: October 8th 2010.

Institutions behind the game (game studio/publisher): Nintendo 
Print

1. What print adverts were used to advertise the game? Find examples and post them on your blog. >
2. What key conventions of print adverts can you find on the example you have chosen? Product name? Font? Slogan? Central image? Colour? On this print advert the key conventions are; a vibrant family-appealing colour scheme that connotes fun and partying, hence the name "wii party"; The platform and of course, the name of the game have been established; The font is a chunky sans serif font and remains like that throughout the whole poster. There isnt an exact cover image but instead different screenshots of the game are used to give the audience an insight of the gameplay and the age rating is also shown.  
3. Find three reviews for your game that were originally published in videogame magazines. Are they positive or negative about the game? Copy and paste one quote from each review. 1) "A number of modes afford you different ways to play according to how big your party is and how long you're planning to play for, and regardless of which you choose you're sure to have a good time." 2) "Now Nintendo brings the action into the living room with Wii Party, a game that changes the way people interact with other players."    3) "To my surprise, Wii Party U has plenty to do, including a number of minigames and challenges that mostly use the GamePad and Wii Remotes in smart ways. Of course, like any good party, a group of friends is still a requirement for a good time."
4. Did your game feature on any videogame magazine front covers? Find examples and explain why a front cover feature is so successful in promoting a game to its target audience. Wii party was not promoted directly on the front cover of magazines, however posters and reviews were featured inside. Front cover features are extremely important when promoting a game because not only are fans of the game encouraged to buy it but also readers of the specific magazine. 

Broadcast

1. Did your chosen game use a TV advert to promote the game? Embed it from YouTube if it did.

1. Is there a game trailer on YouTube? Embed it on your blog and explain why it is effective in promoting the game to its target audience. 

The trailer is effective in promoting the game because there is a celebrity endorsement which would attract not only families and friends who want to play the game but also the fan base of the chosen celebrity (In this case, JLS who are an urban pop band). The fact that they have specifically chosen JLS  is effective because they are not only a successful boy band but also just a group of best friends. This encourages the audience to buy this game and play with friends and family as a way of getting together and just having fun. Also gameplay has been feautured which gives the audience a real insight of what it contains.

1. Can you find any other broadcast features on the game - interviews, launch party events, video reviews, clips of the gameplay on YouTube etc. Write about how they effectively promote the game to its target audience. 

This game review also encourages the TA to buy it as it shows gameplay and real life graphics of the game. 

E-media

1. Visit your chosen game's official website. How does it attract and maintain the interest of its target audience? Like the game, the website follows a multicoloured, vibrant colour scheme and particularly appeals to families and friends who just want to get together and have fun. The fact that the colours used are childish shows that the game is age appropriate and no violence or other unsuitable content is included. 
2. Are there any creative or interesting aspects to the game's official website? The most creative aspect of the website it the fact that there are people from different ages, genders and races on the site which emphasizes the fact that its appealing to anyone and it's a game for everyone to get involved in, regardless who you are. 
3. Does the game have a YouTube channel? There is a nintendo website where wii party videos are featured.
4. Can you find any examples of user-generated content on YouTube that players have created and uploaded from the game? Embed any examples on your blog. 

1. How does user-generated content such as gameplay videos help to promote the game? It shows the audience how to play the game and shows them the different mini games that wii party features.
2. How many 'likes' has your chosen game's Facebook wall had? 189,234
3. What is your chosen game's Twitter hashtag? #WiiParty
4. How did the campaign use Twitter to promote the game? The page trended the hashtag worldwide which made many twitter users discover the game.
5. Can you find any other creative uses of e-media to promote the game? This might include hashtags, competitions, Instagram, user-generated campaigns or anything else that is designed to draw attention to the game. 

Another user-generated youtube video

Planetside 2

Answer the following questions on your blog:

Use the Planetside 2 Wikipedia entry to answer the following questions:

1. What is Planetside 2? Planetside 2 is an MMOFPS (Massively Multiplayer On-line First Person Shooter) game that is free to play on-line. It is a war game set in a sci-fi environment. 
2. What genre does the game belong to? Massively Multiplayer Online First Person Shooter
3. Planetside 2 developer/publisher: Sony online entertainment 
4. When was it launched? July 7th 2011
5. How does the gameplay work? Planetside 2 is free to play open world persistent MMOFPS. In Planetside 2 players fight in epic large scale battles across a variety of landscapes during the day and night. Each area within Planetside 2 supports up to 2000 players in one battle simultaneously.
6. What are the six different player classes in the game? 

1. Infiltrator

2. Light Assault

3. Combat Medic

4. Engineer

5. Heavy Assault

6. Max

Business model

Now look at the section on the Planetside 2 business model.

1. How much does Planetside 2 cost to play? Its free. 
2. What does a subscription offer to players? Increased experience, points, and extra resources.
3. What can the in-game currency be used to buy? Aircraft's, Vehicles, Medical kits. 
4. Why do some players dislike games in which users can buy additional weapons or health? Because it usually doesn't require genuine skill and its in a way "fake".  

The three factions

Summarise the three factions that players can join in the game:

The Terran Republic: All about houner, duty, justice, etc. 

The Vanu Sovereignty: All about enlightenment, truth, wisdom, etc. 

The New Conglomerates: All about death, anger, disorder, etc.

Task 3: Regulatory bodies

PEGI

Visit the PEGI website and have a look around. 

Now click on the FAQ section of the website and answer the following questions:

1. What is PEGI and where is PEGI based? Europe; Pan European Game Information
2. How does PEGI rate games? Depending on how graphic/appropriate the content is
3. What are the age classifications used by PEGI? 3, 7, 12, 16, 18
4. What are the seven aspects that PEGI look for when giving a game a rating (e.g. violence)? Violence, Horror, Drugs, Sex, Discrimination, Bad Language, Gambling

ASA

Visit the Advertising Standards Authority website and have a look around. 

Now click on the About section of the ASA website and answer the following questions:

1. What is the ASA's mission? to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.
2. What are the ASA's values? 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 that they're wrong and an excellent team, inspiring excellence in each other.  

Now click on the Rulings section of the website. This is where the ASA reports on recent complaints and whether they upheld the complaint or rejected it.

Choose one of the complaints and write the following:

1. The company that was advertising: Virgin holidays Ltd
2. Why someone complained:Two complaints challenged whether the ads were irresponsible because they believed they encouraged consumers to tan their skin without raising awareness of sun safety 
3. Whether the complaint was upheld and why: Upheld. ASA understood that prior to the launch of the "Tanuary sale" competition, Virgin holidays communicated their partnership with a skin cancer charity to promote sensible tanning. 

Phone and tablet gaming: tasks

Read this BBC News article about Candy Crush Saga. Answer the following questions:

1. How much money is Candy Crush Saga estimated to make each day from its users? $850,000 per day.
2. How does it make this money? Through in-game purchases (extra lives/add ons/ access to higher levels) and in-app advertising and pop up adverts.  
3. How many people are estimated to have installed Candy Crush? 500 million people.
4. Where do people play? 60% of uk gamers play  from work, 28% play during working hours.
5. When was the game released? April 2012 (released on Facebook), November 2012 (iOS devices), December 2012 (android devices).  
6. When did it reach 500 million downloads? November 2013
7. Who is the typical Candy Crush gamer? Women aged 25-45
8. What percentage of gamers have spent money on Candy Crush, buying in-app purchases etc.? 25% of players have spent money on candy crush. 
9. What percentage say they are addicted to the game?  30% of gamers. 
10. What is your own experience of playing Candy Crush? Have you played it? Yes, I have and its extremely addictive. Also because you loose lives quite easily, its tempts you to purchase some which is how they make so much money. 

Game 6

Casual game. The player must select the best pieces from an ever-changing selection to complete a bridge over increasingly uneven terrain. Pieces can be rotated, flipped or even cut in half, to fit the growing structure.

The player must be careful as some pieces are booby-trapped and will explode if handled incorrectly. Optional game play includes selecting only pieces of a specific colour or texture, or working against the clock.

Name of game: Build-a-bridge

Task 1

Summarise who might play the game and what platform they will play it on. 
Platform- Mobiles, smartphones, tablets
Target audience- Teenagers from the ages 10-16 year olds. 60% Males 40% Females. It's aimed at people who like exploring different game genres and are up for a challenge.  

Task 2

Use AIDA to plan a 10 minute marketing campaign for the new game:

A: How will you create marketing materials that attract audience attention to the game?We will create marketing materials that attract the audience attention by advertising it on other free apps. This will include pop up adverts that will appear on screen when someone is using a specific app (preferably a similar app to the game we're marketing as the target audience would be similar)  

I: How will you generate audience interest? We will generate audience interest by creating multiple social media pages such as; Twitter, Facebook & YouTube. This will therefore stimulate word of mouth as most teenagers own social media accounts and they are likely to share content from the page to their profile for their friends to see.

D: How will you stimulate audience desire to buy the game? We will create advertisements on youtube that has various gameplay that gives insight of how the game works and the different levels the game has to offer. We will include a well-known voiceover that may have been used for previous game adverts. The voice would appeal to the younger generation and would be memorable. The colours of the game advert would be vibrant and the colour scheme would be more appealing to a male audience. It will use colours like blue, navy, green and red which connote that the player will be tackling a challenge.

A: How will you promote audience action? One way I would promote audience action is by encouraging people to share high scores online an compete with their friends. I would also advertise an extension (DLC) of the game where the players can create their own levels. This will make them want to buy the game even more as they'd want to compete with friends and test eachother.