Wednesday 30 April 2014

PlanetSide 2 Case-study

PlanetSide 2

1.             What is Planetside 2?
PlanetSide 2 is a free-to-play massively multiplayer online first-person shooter
2.             What genre does the game belong to?
Massively multiplayer online first-person shooter game
3.             Planetside 2 developer/publisher:
Sony Online Entertainment
4.             When was it launched?
November 20, 2012
5.             How does the gameplay work?
Territory control in an open- world. Large battles featuring up to 2000 players per continent on foot or in land/air vehicles.
6.             What are the six different player classes in the game?
·          The Infiltrator is a sniper class with special abilities of cloaking and hacking, and can use sniper rifles, scout rifles and submachine guns to deliver a devastating effect.
·          The Light Assault class is a scout who uses carbines, submachine guns and shotguns. The Light Assault's special ability is Jump Jets, which allow them to fly through the air for a short period of time.
·          The Combat Medic is a healing class. Their weapons include assault rifles, shotguns and submachine guns. The Combat Medic's special abilities allows them to heal and resurrect other players.
·          The Engineer class has the special ability of repairing vehicles, turrets, and MAX Units. The engineer also has the ability to build anti-infantry and anti-vehicle turrets. The Engineer's weapons include carbines, shotguns submachine guns and battle rifles.
·          The Heavy Assault class has light machine guns, submachine guns, shotguns, batte rifles, and also Rocket Launchers, which are effective at destroying enemy vehicles. They also have the special ability of shields to help them endure heavy fire.
·          The MAX class has a mobile armored suit that allows them to take significant damage before dying. However, due to the suit they are also the slowest class. They have access to anti-infantry, anti-vehicle, and anti-air weapons. Max units cost resources to use.
7.             What is the story or narrative to the game?
PlanetSide 2 is a science fiction massively multiplayer online first-person shooter set approximately 300 years after the discovery of Auraxis, although the chronology of the game universe starts a few years before.

Business model
1.             How much does Planetside 2 cost to play?
Free to play
2.             What does a subscription offer to players?
Provides players with increased experience, cert points, and extra resources, which are used to acquire things such as grenades and medical kits.
3.             What can the in-game currency buy?
Medical kits, vehicles and aircraft.
4.             Why do some players dislike games in which users can buy additional weapons or health?
They believe that it is unfair because they can acquire in-game features without skill.
The three factions
An authoritarian government that leverages military might to maintain strict control over the colonial citizens. The Terran Republic is obsessed with the preservation of law and order through violence, and are thus seen by some to be an oppressive and dictatorial force, but many view the TR as the only hope for lasting security on Auraxis. Their colors are red and black. TR forces are distinguished by their use of rapid fire weapons and miniguns, large magazines, and high speed medium tanks and fighters.
The New Conglomerate operates as a loosely organized band of highly effective freedom fighters, vehemently opposed to the stranglehold that the Terran Republic has on Auraxis. Led by an unusual quorum of outcasts, industry titans, and pirates, the New Conglomerate is unwavering and prepared to achieve freedom from oppression by any means necessary. Their colors are blue and gold. NC forces use hard hitting gauss weaponry that is devastating at short and medium ranges with a medium reload time, supported by heavily armored assault troops and durable tanks and fighters that also have the highest damage per shot in the game.
The Vanu Sovereignty believes that only through the mysterious power of ancient technology can humanity truly evolve its next state of existence. They are an advanced and cunning faction, employing powerful alien technology on the battlefield. Their singular purpose is to uncover the secrets hidden away in ancient artifacts scattered over the surface of Auraxis, and they annihilate anyone who interferes with their progress. Their colors are purple and cyan. Vanu employ advanced plasma and laser technology on the battlefield, distinguished by lack of bullet drop, high accuracy, and low recoil, as well as highly maneuverable hovering tanks and Empire Specific Fighters such as the Scythe.

Planetside 2: Target audience

Target audience demographic: Male 65% Female 35%, 18-35 years, B1B2C class, A-levels, suburban residence.

The Terran Republic: Average age of 25-30, A*-B A levels and B class employment
The Vanu Sovereignty: Average age of 30, A*-B A levels and B class employment
The New Conglomerates: Average age of 18-25, A levels and possible unemployment. 

Psychographic profiling

The Terran Republic: Mainstreamers, Resigned.

The Vanu Sovereignty: Reformers.

The New Conglomerates: Succeeders, Explorers, Strugglers.




Friday 25 April 2014

Videogame advertising: Institution


Game developer: creates and designs game
Game publisher: manufactures the game, sells copies to retailers, pays for advertising and marketing.
Advertising agency: creates the marketing campaign for the game.
Regulator: gives the game a rating and addresses complaints or concerns. 

 Task 1: developers and publishers
______________

Rockstar Games
Background: New York City, New York, United States, 1998.
Owner/founder: Sam Houser, Dan Houser, Terry Donovan, Jamie King and Gary Foreman.
Most successful games: Grand Theft Auto, Max Payne, L.A. Noire, The Warriors, Bully, Manhunt, Midnight Club, State of Emergency.
Interesting fact about the institution: Critics concurred that Grand Theft Auto V was one of the best games of the seventh generation era of video game consoles.
EA (Electronic Arts)
Background: Redwood City, California, USA, 1982.
Owner/founder: Trip Hawkins.
Most successful games: Madden NFL, FIFA, NHL, Battlefield, Need for Speed, The Sims, Medal of Honor.
Interesting fact about the institution: THE CEO of Electronic Arts resigned from his position.
Zynga
Background: San Francisco, California, USA, 2007.
Owner/founder: Mark Pincus.
Most successful games: FarmVille 2, Texas HoldEm Poker.
Interesting fact about the institution: 80 percent of Zynga's revenue comes from Facebook users
Nintendo
Background: Kyoto, Japan, 1889.
Owner/founder: Fusajiro Yamauchi.
Most successful games: Super Mario Bros., one of the best-selling video games of all time.
Interesting fact about the institution: Nintendo was founded as a card company in late 1889, originally named Nintendo Koppai.
Sony Computer Entertainment
Background: Tokyo, Japan, 1993.
Owner/founder: Steve Race
Most successful games: Killzone series, Infamous series.
Interesting fact about the institution: Sony's first wide home console release, the PlayStation (codenamed "PSX" during development, currently "PSone"), was initially designed to be a CD-ROM drive add-on for Nintendo's Super Nintendo Entertainment System.



Task 2: Advertising agencies
______________

W+K Amsterdam
What do the letters stand for? Wieden + Kennedy
What brands have W+K Amsterdam advertised? Nike, Powerade, Heineken.
In your opinion, what is the most creative campaign on their website? “Heineken, The Odyssey”
What videogame campaigns have they created? EA FIFA14.
What additional information can you find out about the FIFA14 advertising campaign? In-depth explanation for the metaphors implied on the campaigns as well as tech-detail.
Rokkan
How long has the Rokkan advertising agency been around for? 14 years (launched in 2000)
Where is Rokkan based? New Jersey.
What brands have Rokkan advertised? Chipotle, SHARP, Nestlé.
Why was Rokkan's campaign for the videogame 'Dishonored' so successful? The innovative idea of creating a fully integrated 360°campaign to introduce the new game.
Who was the publisher for 'Dishonored'? Bethesda
Task 3: Regulatory bodies
______________
PEGI
What is PEGI and where is PEGI based? Pan European Game Information (PEGI) is a European video game content rating system established to help European consumers make informed decisions on buying computer games with logos on games' boxes.
How does PEGI rate games, what are the age classifications used by PEGI and what are the seven aspects that PEGI look for when giving a game a rating (e.g. violence)?
3: Suitable for all ages. May contain mild violence in an appropriate context for younger children, but no explicit language is allowed.
7: Suitable for ages 7 and older. May contain mild, cartoon violence, sports, or elements that can be frightening to younger children.
12: Suitable for ages 12 and older. May contain violence in a fantasy setting, coarse language, mild sexual references or innuendo, or gambling.
16: Suitable for ages 16 and older. May contain explicit violence, strong language, sexual references or content, gambling, or drug use (encouragement).
18: Suitable for ages 18 and older. May contain graphic violence, including "violence towards defenseless people" and "multiple, motiveless killing", strong language, strong sexual content, gambling, drug use (glamorisation), or discrimination.
What is PEGI online? What does PEGI online regulate? An addition to the PEGI system for online games and aims to give young people in Europe improved protection against unsuitable online gaming content and to educate parents on how to ensure safe online play.
ASA
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.”
What are the ASA's values? To be:
·          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
Rulings section of the website. This is where the ASA reports on recent complaints and whether they upheld the complaint or rejected it.
The company that was advertising: Marlow Foods Ltd
Why someone complained: The complainant challenged whether the comparative nutrition claim "80% less saturated fat" complied with the EU Register of Health and Nutrition Claims for Foods.

Whether the complaint was upheld and why: Not upheld because Marlow Foods had intended the claim to be understood as a comparison between Quorn mince and lean beef mince. It was considered that the purpose of the Quorn mince featured in the ad, as the main part of a meal, meant it was an alternative to meat, and so it was valid to compare its nutritional properties to meat.

Thursday 24 April 2014

Case study 2: Wii Party

General research

1.             When was Wii Party released on the Nintendo Wii?
The game was released in Japan on July 8, 2010,  in North America on October 3, 2010, in Australia on October 7, 2010, and in Europe on October 8, 2010.
2.             Which developer/institution created Wii Party?
Nintendo          

3.             How many copies has the game sold since release?
It has sold 7.94 million copies worldwide as of March 2012.


Broadcast

1.             What are the key conventions of a videogame TV advert? What would you expect to see in most videogame TV adverts?
These include title, in-game footage, celebrity endorsement, platform availability, ESRB/PEGI rating, institutional information, voice-over, pricing & release date, game cover, social media ‘call to action’ information.
2.             How many of the key conventions you have listed above appear in the Wii Party TV adverts? List them with specific details from the Wii Party TV adverts.
Title, in-game footage, celebrity endorsement, platform availability, ESRB/PEGI rating, institutional information, voice-over, pricing & release date, game cover and social media ‘call to action’ information are all included in the adverts. Celeb endorsement, for instance, includes the starring of Ant & Dec in many of the adverts, exhibited casually playing the game with friends.
3.             What is the typical setting for Wii Party TV adverts? Why is that setting used?
The setting of a common living room is used so that audiences can empathise to the scenario of the advert as they would themselves be playing the game in a living room.
4.             How might the setting appeal to families?
Because the living room would be the location of a family to spend time together and play the game.
5.             What celebrities do the adverts feature?
Ant & Dec, Girls Aloud, JLS.
6.             What do you notice about the celebrities' costume and make-up?
They are dressed casually.
7.             Why do you think those particular celebrities were chosen?
The celebrities vary in demographical traits such as gender, age and race.
8.             What do the celebrities suggest about the Wii Party target audience?
Nintendo aim their videogame at all types of audiences.
9.             What else can you learn about the Wii Party target audience from the TV adverts? Suggest a demographic profile: gender, age, social class etc.
It is a broad target audience demographic including all age ranges, gender and social class.


10.          What audience pleasures do the Wii Party TV adverts offer to viewers? Refer to Blumler and Katz's Uses and Gratifications theory when answering this question.
The Wii Party TV adverts offer uses of diversion as well as a combination of personal relationships and identity. Diversion is established with the inclusion of humour in the scenes which would entertain and hence engage the audience.
11.          What examples of branding can you find in the Wii Party TV adverts - either for the game itself or Nintendo Wii?
The Nintendo Wii logo is evidently featured at the start and the end of the advert.
12.          Do you think the TV adverts were effective for promoting the Wii Party game?
They are highly effective because the promotion of the game convinces a large range target audience to purchase the game.

Print

1.             Find a Wii Party review from a magazine or newspaper. What does the review suggest about the target audience for the game?
www.nintendolife.com/reviews/ - suggests that the game is a 'huge hit in the house' for a family home.
2.             Is the review positive or negative about the game? Copy and paste one quote from the review to support this view.
Positive - "Wii Party is more than a reason to get out your Gamepad."
3.             Do you think magazine reviews are effective in promoting the game to Wii Party's target audience?
Yes, this is because magazines are read and purchased by people of all demographic features.

E-media

1.             Visit the Wii Party website. How does it attract and maintain the interest of a Wii Party fan?
It is brightly
2.             What do you notice about the people in the scrolling central image featured on the website?
Gender, race and ethnicity varies across all people across the photos.
3.             How many times can you find the words 'friends' or 'family' used on the official website? Why do you think the website emphasises this aspect of the game?
http://wiiparty.nintendo.com/overview/ - The website wants to reiterate that the game is one which is playable by all audiences. 
4.             What is the colour scheme for the website? What does this suggest about the target audience?
Pink and white are the primary colours and other featured are mainly bright versions of each colour. This could suggest that the target audience is more primarily of a younger age and maybe female, despite the videogame being playable by all ages and gender. 
5.             Look at the 'Video Gallery' on the official website. What do the 'Invitation' videos suggest about the Wii Party target audience?
The target audience is likely to have plenty of disposable time. 
6.             How many 'likes' has the Wii Party/Wii Party U Facebook wall had?
Merely 115 likes... 
7.             Wii Party does not have such a strong presence on other social networking sites. Why do you think this is?
Because it aims to appeal at a targeted market which doesn't involve on social networking sites too much, for instance, children and the elderly. 
8.             Which platform do you think is strongest in promoting Wii Party to its target audience - broadcast, print or e-media? Why?
E-media because it remains to be the most accessible and flexible way for the target audience to receive promotional material which would interest them.