The gaming industry is relatively new compared to other industries
It has experienced rapid growth in recent years
Its profits rival major film companies
What did the WHO classify as an addiction in June 2018?
Gaming Addiction
What is the average gamer age in 2024?
30
What do modern consoles have that attracts people?
More interaction through the online multiplayer aspect (uses and gratifications)
who suggested the cause and effect theory?
Albert bandura
Banduras theory:
Children learn violent behaviour from watching the television
The media plants ideas into the minds of the audience directly
Audiences model themselves from media
Media representations of violent behaviour can encourage immitation
Hypodermic needle model:
Suggests audience is passive
The HNM implies media has a powerful effect on its audiences
Mass media of the 40s and 50s perceived as a powerful influence on behaviour
Audience effects model:
Hypodermic needle model (passive)
Uses and gratifications (active)
Two step flow (passive)
Stuarthallsreception theory - dominant, negotiated etc (active)
Appeal of video games to audience:
Multiplayer
Realism/escapism
Gaming on the go
AR
Intertextual references
Player positioning
Representing themselves in the game
What is a tent pole game?
A released by a studio that is guaranteed to financially succeed
Who published assassins creed?
Ubisoft
What genre is AC?
Action-adventure, open world game
Target audience of assassins creed:
Fans of AC franchise
Mostly male, using a male protagonist
Enthusiastic white male gamers living in the western world
25-39 years old with comfortable disposable income (B, C1, C2)
AC is usually brought out on the latest generation of consoles
Later games in the AC franchise introduced and open world system, multi player and persistent worlds due to increasing Wi-Fi speeds
All game packaging is branded with the AC logo for recognisability
All AC games offer familiar pleasures to existing fans such as...
The same binary opposites (assassins vs templars)
open world game play
Historical setting
Ubisoft target a wider audience using new narratives, protagonists, surroundings etc.
Assassins creed was originally a sequel to what game?
Prince of Persia
Assassins creed liberation:
Developed by Ubisoft Sofia
Released on the PS vita
Game is set in 1700's New Orleans during the French Indian war
Features the series first female protagonist, Aveline de grandpre
AC3:
Developed by Ubisoft Montreal
Game focuses on stealth
Male protagonist Connor in 18th century Boston
Game features multiplayer component
First game to depict Mohawk people of north America, team sought to capture their culture as accurately as possible
A marketing strategy for both games was extra downloadable content
AC Valhalla:
Developed by Ubisoft Montreal
12th instalment in AC franchise
Recounts Vikings invading the British isles
Can play male or female protagonist
Who regulates the gaming industry?
VSC (Video standards council) and the BBFC regulate the trailers
Marketing:
Fortnite had and aggressivemarketing campaign
Skins and cosmetics in game
Intertextual references
synergy
360 degree campaign
Hesmondhalgh - "Minimise risk and maximise audience"
Clay shirky - end of audience theory:
Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. Prosumers
Livingstone and Lunt - regulation:
Regulation = rules over media
Regulations have to balance protection from harm and offering choice