Revision

The 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
Marketing strategies Theory
When? What How? Where - which platform(s)?

Audience theory Narrative theory Marketing theory

Key Terminology Case Study Examples

Theory terms Marketing terms Technical Terms for production

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

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

Theories
Media 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 Levi Strauss: binary oppositions
Narrative starts in a balanced state (equilibrium) An event disturbs that balance (disequilibrium) The story finished with a new balanced state (new equilibrium)

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

Two-step flow 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.

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
Mass audience Niche audience
The general public including casual gamers

Specific groups i.e. racing game fans, usually incorporating serious gamers
The main audience focus of a campaign

Primary audience
Secondary audience

A subsidiary audience also catered for in a campaign

Applying audience terms

Marketing terms
Above the line marketing (ATL) Below the line marketing (BTL)
Marketing broadcast to a mass audience

Marketing targeted at a specific audience, often personalised

Through the line marketing (TTL)

Direct Marketing

A campaign incorporating ATL and BTL marketing

Traditional campaigns including trailers, posters etc. Modern campaigns including publicity stunts, viral and guerrilla campaigns

Indirect Marketing

Viral and Guerrilla Marketing

Viral marketing Guerrilla 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

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!