Star Trek

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.

February 2013

Retailers post circulars online

‘Making of’ video released

UK launch event at the Science Museum - fans of the film can actually physically see what went well with the making of the game and can get involved in some activity.

June 2011

E3 announcement and teaser trailer - E3 is a world wide gaming centre where they post notices on new and upcoming games, so people who follow about this game must have begun a hype as they new when the game was coming out.

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

• Teaser trailer -  action, superpowers and conflicts which may interest the audience of explorers who aim to seek escapism
• Full trailer - increased action which creates hype and publicity amongst the audience
• Comedy trailer with William Shatner - celebrity endorsement which creates a personal relationship between the audience and William Shatner -with the Blumer and Katz- theory.

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

Teaser trailer - 107,732

Full trailer - 4,052

Comedy trailer with William Shatner - 66,124

4) Why did the Star Trek videogame publisher develop the marketing campaign over such a long time?

For the hype at the end to be immense, as all of the adrenaline would have built up once the three years had passed. However, the game was unsuccessful in succeeding to appeal the audience.

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?

Personally, I don't think it was successful as the reviews that it had gotten were terrible, thus suggesting the audience weren't satisfied.

Phone and tableting games

The major growth market for the videogame industry in recent years is mobile gaming – games we play on phones and tablets.

In 2014 it made up 17% of the gaming market but it is estimated it will reach 27% by 2016.

Why mobile gaming is taking off

1. Accessibility: consumers can play at any time and anywhere.
2. Global reach: developers can launch titles into any country they choose.
3. Free-to-play: Pioneered on PC, free-to-play is the dominant business model for mobile taking over 90% of global revenues.

How mobile games make money

1. Paid-for apps
   Interests the group
2. In-game purchases (extra lives/add-ons/ access to higher levels etc.)
   Creates word of mouth
3. In-app advertising
   Creates word of mouth

In-app advertising and purchases
Advertisers traditionally buy app ads according to eCPM, which means effective cost per thousand impressions—the price to show an ad to 1,000 players. The average cost for a standard eCPM is $3.

In 2012, 75% of app-store revenue came from in-app purchases. Of the top 50 highest-grossing games in the iOS app store, only two aren’t free to download.


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?
   £876,000
2. How does it make this money?
   In app advertising
3. How many people are estimated to have installed Candy Crush?
   200million
4. Where do people play?
   Mainly tablets
5. When was the game released?
   2013
6. When did it reach 500 million downloads?
   2014
7. Who is the typical Candy Crush gamer?
   20-35 year olds
8. What percentage of gamers have spent money on Candy Crush, buying in-app purchases etc.?
   81%
9. What percentage say they are addicted to the game?
   40%
10. What is your own experience of playing Candy Crush? Have you played it? 
    Don't enjoy the game

AIDA exercise - marketing a new game

Task 1
Summarise who might play the game and what platform they will play it on. Give it a title.

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?
I: How will you generate audience interest?
D: How will you stimulate audience desire to buy the game?
A: How will you promote audience action?

Task 3

Write up your notes on your blog and be prepared to share your ideas with the class.

Game 9

Music game. Players use a special microphone to pick up their own musical sounds, and play along to a series of tracks. They can use any musical instrument, or sing, and the game will interpret the notes they produce and check them against the original track. Their ability to play / sing in time and in key will be assessed for each song. Play can be in rehearsal or gig mode. In gig mode, the higher the score, the better the venue for the next gig.

Task 1: 

The target audience for the game Be A Star is that it would appeal to people who are interested in 

music of all types of genres, in particular youths. The platforms that Be A Star would run on are the 

Nintendo Wii, The Kinect on Xbox, and Playstation Move. 

Task 2:

I will create marketing materials that attract audience attention to the game through creating some billboards on public transport, because a lot of youths use public transport, so this would help generate interest in the game. In addition, I will promote the game through social media, by using websites such as Twitter and Facebook, word of mouth would take place and this would help generate interest in the game and promote it at the same time. To help generate desire to buy the game, I will have celebrity endorsement, in particular, I will have celebrities who cannot sing very well, people such as Keith Lemon and Simon Cowell, by adding these people in particular that cannot sing, it is more appealing as it would be funny and more enjoyable, whereas having a celebrity who can sing very well would put the audience off buying the game as they would think they cannot do as well as the professional singer. 

Videogame advertising: Institution

Task 1: developers and publishers

Research the following game developers/publishers:

Rockstar Games
Background: 1998
Owner/founder: Mr. Sam Houser
Most successful games: Grand theft auto 
Interesting fact about the institution: As of February 2014, Rockstar Games titles have shipped more than 250 million copies.

EA (Electronic Arts)
Background: 1982
Owner/founder: Mr. Trip Hawkins
Most successful games: The Sims
Interesting fact about the institution: They are also in partnership with Fifa

Zynga
Background: 2007
Owner/founder: Mr. Mark Pincus
Most successful games: Farmville
Interesting fact about the institution: States its mission as 'connecting the world with games'

Nintendo
Background: 1889
Owner/founder: Fusajiro Yamauchi
Most successful games: Mario Kart
Interesting fact about the institution: Made many consoles too

Sony Computer Entertainment
Background: 1993
Owner/founder: Andrew House
Most successful games: None found
Interesting fact about the institution: They own all PSP's


Task 2: Advertising agencies

Look at the following advertising agency websites:

W+K Amsterdam

1. What do the letters stand for? (Clue: look at the very bottom of the website)
   Weiden + Kennedy Amsterdam
2. What brands have W+K Amsterdam advertised?
   Electronic Arts
3. In your opinion, what is the most creative campaign on their website?
   Fifa 14
4. What videogame campaigns have they created?
   We are FIFA 14
5. What additional information can you find out about the FIFA14 advertising campaign?
   They includes many celebs

Rokkan

1. How long has the Rokkan advertising agency been around for?
   Launched in 2000 from a living room in New Jersey, founding partners John Noe, Chung Ng and Charles Bae decided that they wanted to try a radically different approach. 
2. Where is Rokkan based?
   3 modern based HQs in America
3. What brands have Rokkan advertised?
   Dishonoured
4. Why was Rokkan's campaign for the videogame 'Dishonored' so successful?
   Kicked of with a leak of the trailer
5. Who was the publisher for 'Dishonored'?
   Bethesda

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
2. How does PEGI rate games?
   Depending on the content
3. What are the age classifications used by PEGI?
   Age ratings: 7, 12, 15, 18
4. What are the seven aspects that PEGI look for when giving a game a rating (e.g. violence)?
   Violence, Sex/Horror, Drugs, Gambling, Online, Discrimination, Bad Language
   

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 all advertising is appropriate for the target audience
2. What are the ASA's values?
   Consistent and Proportionate, Reliable and Ethical, Fair and Respectable to all, Accessible and helpful etc..
   

1. The company that was advertising:
2. Why someone complained:
3. Whether the complaint was upheld and why:

Promotion and Marketing of - Just Dance 4

Name of game: Just Dance 4
Release date: March 4th 2014
Institutions behind the game (game studio/publisher): UBISOFT

Print

1. What print adverts were used to advertise the game? Find examples and post them on your blog.
   TV adverts - as it appeals to families prior to the fact that they watch TV together, and would make the decision to buy the game all together.
2. What key conventions of print adverts can you find on the example you have chosen? Product name? Font? Slogan? Central image? Colour?
   Central image of avatars dancing to the game which makes the viewer imagine themselves as the avatar.
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.
   'Fantastic and fun' - Daily Mail - Positive
   'Really creates a relaxed and calm atmosphere' - Guardian - Positive
   'Wanting to lose a few pounds can happen with these games' - The Times - Positive
4. Did your game feature on any videogame magazine front covers? Find examples and explain.
    No. Only promoted within the magazines.
5. Why a front cover feature is so successful in promoting a game to itstarget audience.
   Front covers are the things that essentially make someone buy the magazine. Its the first thing that catches their eye when wanting to purchase a magazine that is why it is so important.

Broadcast

1. Did your chosen game use a TV advert to promote the game? Embed it from YouTube if it did.
   Yes - https://www.youtube.com/watch?v=Mftku6Eta-I
2. 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.
   Yes - https://www.youtube.com/watch?v=4Go89Eoe2j0. It is effective in promoting the game as it has the some of the words most popular songs of which individuals can buy.
3. 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.
   Gameplay videos are effective as they convey real life graphics. Also -https://www.youtube.com/watch?v=0yKS529wpHw is a video review. These factors all promote the game as it augments how the game has been tweaked and updated with games  to make the families want to play all together.

E-media

1. Visit your chosen game's official website. How does it attract and maintain the interest of its target audience?
   The website for Just Dance 4 includes various colours and songs in the background to emphasise the word 'Dance'.
2. Are there any creative or interesting aspects to the game's official website?
   Yes, they included video gameplay, of somebody playing the game to show how active and how people enjoy playing the game.
3. Does the game have a YouTube channel?
   Yes. JustDance4
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.
   No.
5. How does user-generated content such as gameplay videos help to promote the game?
   User generated videos help promote the game by WORD OF MOUTH. Once somebody views the video and tries out the game, they may recommend it to their friends or families. Eventually, a cycle will occur where everyone begins to gossip about the game which will promote it to other individuals.

1. How many 'likes' has your chosen game's Facebook wall had?
2. Choose two of the posts on the Facebook page's wall, screengrab them and explain how they appeal to the game's target audience.
   Just Dance 4 is an actual dance off - influences the individuals to buy it.
   Just Dance 4 is in stores now. BUY! - directing the readers to buy it.
3. What is your chosen game's Twitter hashtag?
   #JD4 and #JustDance4
4. How did the campaign use Twitter to promote the game?
   Through celebrity endorsement. Celebrities on twitter had marketed the game and this lead to their followers also becoming acknowledged with the game, thus buying it.
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.
   Instagram posts of singers and dancers promoted the game.

Other

1. What else can you find from the marketing and promotion of your chosen game? A launch event? Stories appearing in newspapers? Celebrity endorsement? Scandal or controversy?
   Like every game there will always be some controversy as not everyone likes it. However, through video ratings, Instagram posts and twitter reviews, the game comes across as a great edition to the Nintendo Wii games.
2. Write down anything else of interest at the end of your case study blogpost. Nintendo Wii's Just Dance 4 is a great game, with amazing active and fun programmes.

Promotion and Marketing of - Wii Party

Name of game: Wii Party
Release date: March 2012
Institutions behind the game (game studio/publisher): Wii / Nintendo

Print

1. What print adverts were used to advertise the game? Find examples and post them on your blog.
   TV adverts - as it appeals to families prior to the fact that they watch TV together, and would make the decision to buy the game all together.
2. What key conventions of print adverts can you find on the example you have chosen? Product name? Font? Slogan? Central image? Colour?
   Central image of people playing the game, mainly in groups which makes the people feel as though the game will make them socialise. Colours are bright as it is representing a party and wants the audience to gain a happy, fun environment.
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.
   'Fantastic and fun' - Daily Mail - Positive
   'Really creates a relaxed and calm atmosphere' - Guardian - Positive
   'Wanting to lose a few pounds can happen with these games' - The Times - Positive
4. Did your game feature on any videogame magazine front covers? Find examples and explain.
    No. Only promoted within the magazines.
5. Why a front cover feature is so successful in promoting a game to itstarget audience.
   Front covers are the things that essentially make someone buy the magazine. Its the first thing that catches their eye when wanting to purchase a magazine that is why it is so important.

Broadcast

1. Did your chosen game use a TV advert to promote the game? Embed it from YouTube if it did.
   Yes - https://www.youtube.com/watch?v=Mftku6Eta-I
2. 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.
   Yes - https://www.youtube.com/watch?v=C4zxOoyKxu. It is effective in promoting the game as it has the worlds best football players 'Jamie Redknapp' on screen. This intrigues the audience as they would like to have the chance to play the game.
3. 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.
   Gameplay videos are effective as they convey real life graphics. Also - https://www.youtube.com/watch?v=Y4Le9TNDzqA is a video review. These factors all promote the game as it augments how the game has been tweaked and updated with games  to make the families want to play all together.

E-media

1. Visit your chosen game's official website. How does it attract and maintain the interest of its target audience?
   The website for Wii Party includes various colours to emphasise the word 'Party'.
2. Are there any creative or interesting aspects to the game's official website?
   Yes, they included video gameplay, of somebody playing the game to show how active and how people enjoy playing the game.
3. Does the game have a YouTube channel?
   Yes. Wii Party.
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.
   No.
5. How does user-generated content such as gameplay videos help to promote the game?
   User generated videos help promote the game by WORD OF MOUTH. Once somebody views the video and tries out the game, they may recommend it to their friends or families. Eventually, a cycle will occur where everyone begins to gossip about the game which will promote it to other individuals.

1. How many 'likes' has your chosen game's Facebook wall had?
   189,234 likes.
2. Choose two of the posts on the Facebook page's wall, screengrab them and explain how they appeal to the game's target audience.
   Wii Party is an actual party - influences the individuals to buy it.
   Wii Party is in stores now. BUY! - directing the readers to buy it.
3. What is your chosen game's Twitter hashtag?
   #WiiParty.
4. How did the campaign use Twitter to promote the game?
   Through celebrity endorsement. Celebrities on twitter had marketed the game and this lead to their followers also becoming acknowledged with 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.
   Instagram posts singers and athletes which promoted the game to their fans.

Other

1. What else can you find from the marketing and promotion of your chosen game? A launch event? Stories appearing in newspapers? Celebrity endorsement? Scandal or controversy?
   Like every game there will always be some controversy as not everyone likes it. However, through video ratings, Instagram posts and twitter reviews, the game comes across as a great edition to the Nintendo Wii games.
2. Write down anything else of interest at the end of your case study blogpost.Nintendo is a great game, with amazing active and fun programmes.

Promotion and Marketing of - FIFA 14

Name of game: FIFA 14
Release date: 27th September 2013
Institutions behind the game (game studio/publisher): EA sports

Print

1. What print adverts were used to advertise the game? Find examples and post them on your blog.
   Bilboards Adverts. Newspaper ads.
2. What key conventions of print adverts can you find on the example you have chosen? Product name? Font? Slogan? Central image? Colour?
   Central image of Messi, worlds best football player which makes the people read it. Image in focus with the key that Messi is holding in order to persuade the viewer to embark on the journey. Slogan is directing the audience to go on the journey with the plyers in the game.
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.
   'Graphics are phenomenal' - Sky Sports - Positive
   'A whole new world of football' - Daily Mail - Positive
   'Makes you feel as if you have become a foptballer' - Hello - Positive
4. Did your game feature on any videogame magazine front covers? Find examples and explainNo. Only promoted on the inside of magazines.
5. Why a front cover feature is so successful in promoting a game to itstarget audience.
   Front covers are the thins that essentially make someone buy the magazine. Its the first thing that catches their eye when wanting to purchase a magazine that is why it is so important.

Broadcast

1. Did your chosen game use a TV advert to promote the game? Embed it from YouTube if it did.
   Yes - www.youtube.com/watch?v=FVsgs0273EE
2. 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.
   Yes - www,youtube.com/watch?v=AMPrtUd4WW8. It is effective in promoting the game as it has the worlds best football players on screen and portrays the fascinating graphics on FIFA 14 compared to FIFA 13. This intrigues the audience as they would like to have the chance to play the game.
3. 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.
   Gameplay videos are effective as they convey real life graphics. Also - www.youtube.com/watch?v=Rysk2aB67Ss is a video review. These factors all promote the game as it augments how the game has been tweaked and updated with graphics to make the youths want to play.

E-media

1. Visit your chosen game's official website. How does it attract and maintain the interest of its target audience?
   Yes. The most rated footballers are on the website with the repeated quote ''start your journey' which encourages teenagers to play and go on the FIFA adventure.
2. Are there any creative or interesting aspects to the game's official website?
   Yes, they included video gameplay, of somebody playing the game to accentuate the difference between the new edition and the FIFA 13 edition.
3. Does the game have a YouTube channel?
   Yes. FIFA 14.
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.
   Yes. Channel: KSI - www.youtube.com/watch?v=3kqzFK8MOUY.
5. How does user-generated content such as gameplay videos help to promote the game?
   User generated videos help promote the game by WORD OF MOUTH. Once somebody views the video and tries out the game, they may recommend it to their friends or families. Eventually, a cycle will occur where everyone begins to gossip about the game which will promote it to other individuals.

1. How many 'likes' has your chosen game's Facebook wall had?
   187,049 likes.
2. Choose two of the posts on the Facebook page's wall, screengrab them and explain how they appeal to the game's target audience.
   FIFA is becoming a major hit - influences the individuals to buy it.
   FIFA 14 is in stores now. BUY OR PRE-ORDER! - directing the readers to buy it.
3. What is your chosen game's Twitter hashtag?
   #FIFA14 or #FF14 or #FIFA
4. How did the campaign use Twitter to promote the game?
   Famous footballers eg: Rooney, Ferdinand, Neymar tweeted about the game. As they have many followers, word of mouth came about and many got the tweet on their TL's.
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.
   Instagram posts by Bale, Messi and Neymar. Interests people more that the players play the game and they will buy it if they recommend that it is good.

Other

1. What else can you find from the marketing and promotion of your chosen game? A launch event? Stories appearing in newspapers? Celebrity endorsement? Scandal or controversy?
   Like every game there will always be some controversy as not everyone likes it. However, through video ratings, instagram posts and twitter reviews, the game comes across as a great edition to the FIFA family.
2. Write down anything else of interest at the end of your case study blogpost.Fifa 14 is a great game. With great graphics, and great teams and players.