RevisionThe promotion and marketing of video games

Case Studies

Just Dance 4

Red Dead Redemption

GTAIV and V

Call of Duty: Black Ops II

Angry Birds Go!

Plus any other video game marketing that you know about or find out about.

Consider your own research.

Revision areas

When?

What

How?

Where - which platform(s)?

Marketing strategies

Audience theory

Narrative theory

Marketing theoryTheory

Theory terms

Marketing terms

Technical Terms for productionKey Terminology

Just Dance 4

Red Dead Redemption

GTAIV and V

Call of Duty: Black Ops II

Angry Birds Go!

Case Study Examples

Marketing strategies

Using the A3 sheet, identify which different strategies could be used at each point in the promotion and marketing campaign.

For each point, identify three examples from three different campaigns which you could write about in your exam answer

Campaigns could include: Just Dance 4 Red Dead Redemption GTAIV and V Call of Duty: Black Ops II Angry Birds Go!

Or any other video game promotion campaign

TheoriesMedia Studies Revision

Narrative theories

You can use narrative theories to make sense of how a story is used to hook and interest the audience

This could be the storyline of a video game itself, promoted in the marketing campaign

It could be the storyline used in a trailer

Narratives can even be found in still images

Three Narrative theories

Todorov: equilibrium

theory

Narrative starts in a balanced state (equilibrium)

An event disturbs that balance

(disequilibrium)

The story finished with a new balanced state

(new equilibrium)

Levi Strauss: binary

oppositions

Narratives happen when two opposed

ideas, forces or concepts come into

conflict

The conflict between the two opposites

creates events in the narrative

The resolution of the opposition ends the narrative (when one

side wins?)

Barthes: enigma codes

Narratives set up puzzles which

audiences engage with to try to find the

solutions

For example: Whats that?

Who is there?

What is going to happen next?

Applying narrative theory

Audience Theories

Richard Dyers Utopian

Solutions

Media texts present a world which is

bigger, better, brighter, bolder than

our own

This world offers escapism from our

dull reality

It enables players to be more/better than

they are in reality

Uses and Gratifications

theory

Audiences seek out media texts which fulfil their needs

These needs can be practical (uses) or

emotional (gratifications)

Emotional needs include the need for company, success,

power, joy etc.

Two-step flow theory

Audience opinions are formed by

opinion leaders

Opinion leaders include the press,

websites and influential people

Marketing often aims to influence

opinion leaders for the effect they have

on others

Applying audience theory

Audience Terms

The general public including casual gamersMass audience

Specific groups i.e. racing game fans, usually incorporating serious gamersNiche audience

The main audience focus of a campaignPrimary audience

A subsidiary audience also catered for in a campaignSecondary audience

Applying audience terms

Marketing terms

Marketing broadcast to a mass audienceAbove the line marketing (ATL)

Marketing targeted at a specific audience, often personalisedBelow the line marketing (BTL)

A campaign incorporating ATL and BTL marketingThrough the line marketing

(TTL)

Traditional campaigns including trailers, posters etc.Direct Marketing

Modern campaigns including publicity stunts, viral and guerrilla campaignsIndirect Marketing

Viral and Guerrilla Marketing

Viral marketing

Harnesses the power of social media

Aims to promote sharing, liking and linking

Usually striking, funny or innovative E.g. Flappy Bird mostly virally

marketed Linked theory: two-step flow Linked terms: below the line,

indirect marketing

Guerrilla Marketing

Marketing which appears by surprise

Often doesnt look like an advert Can be online or IRL events such

as flashmobs, publicity stunts Can also go viral! E.g. Just Dance, GTA Linked to two-step flow, BTL and

indirect marketing

Trailers

What are the conventions of video game trailers?

Revising your case studies

Complete a case study revision template IN YOUR BOOKS for each of the case study video games: Just Dance 4

Red Dead Redemption

Angry Birds Go!

Call of Duty: Black Ops II

GTA series (focus on GTA IV and V)

Any others?

If you dont knowFIND OUT!