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?

Developer(s)	Nd Cube Nintendo SPD Group No.4
Publisher(s)	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.