Presentation on theme: "Assignment 1 Postmortem. The process Developer Game Design Writers, artists, directors, animators, coders Publisher Oversight, funding, distribution Manufacturing,"— Presentation transcript:
The process Developer Game Design Writers, artists, directors, animators, coders Publisher Oversight, funding, distribution Manufacturing, marketing, advertising, localization, QA Ad Agency Creating and managing advertisement Production Company Trailer design Direct, writers, artists, directors, animators, coders
Just so you know… 2+ different ad agencies might pitch the publisher (sometimes spending thousands of dollars to do so). 2+ different production companies might pitch the publisher (sometimes spending thousands of dollars to do so). Sometimes, multiple agencies will be doing work for a publisher Lesson: don’t go into advertising or marketing if you don’t like rejection
For example Halo 3 (publisher Microsoft, developer Bungie) E3 Trailer Agency: Edelman (Microsoft's primary marketing arm) Production: Bungie Starry Night Agency: McCann Erickson Production: Digital Domain Believe Agency: Edelman Production: MJC Landfall Agency: Edelman Production: Weta/Bungie dir. Neill Blomkamp
So what? 1.Do some research http://www.bestadsontv.com http://adsoftheworld.com/ http://www.adweek.com Wikipedia 2.If you are unsure, refer to the “producer” of a trailer or ad or the “marketer/marketing.” If nothing else, the “publisher” is more likely to be involved than the developer.
Trailers have a title Sometimes they are lame, like, The Sims 3 - Official E3 First Look Trailer (PC) Sometimes they are obscured by multiple uploaders. Seek out the most “official” title by searching for the publisher on youtube or the internet Trailer titles are italicized. They are “works.”
Context When was the trailer released? Year, month. This is useful for kairos. Where was the trailer released? E3, the Super Bowl, Youtube Why was the trailer released? Interest, sell pre-orders, sell game What was going on around this time that would be helpful to know? Other game releases? World events? Entertainment events?
Errata The absence of logos, pathos, ethos is just as important as its presence. You can write about why logos is not used as much HOWEVER: it’s rare that there would be NO logos, or ethos or pathos. Logos, ethos, pathos are appeals. The producer relies on pathos to appeal to the audience The images demonstrate a strong ethos The logical appeal to the audience is that there is a wide selection of outfits for the player’s character to wear. Kairos is NOT an appeal. It is a moment. A writer can be aware of, exploit, understand, or use to his/her advantage. One can manipulate kairos in linear artistic expressions (pacing in a film, for example).
Audience There’s not a universal, general, massive audience. Every ad has a specific audience in mind, and it is neither…
However… Most people play games (just like most people watch TV). The difference is in how a game is marketed towards the audience. Seventy-two percent of American households play computer or video games. The average game player is 37 years old and has been playing games for 12 years. The average age of the most frequent game purchaser is 41 years old. Forty-two percent of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37 percent) than boys age 17 or younger (13 percent). In 2011, 29 percent of Americans over the age of 50 play video games, an increase from nine percent in 1999. Fifty-five percent of gamers play games on their phones or handheld device. Entertainment Software Association: Industry Facts
But to confirm some of your suspicions… Sports games are played mostly by men (98.4%), who are white (80%) and in their mid-20s (M = 26), and sports fans (93%). Stein, Abraham, Mia Consalvo, and Konstantin Mitgutsch. "Who are sports gamers? A large scale study of sports video game players." Convergence: The International Journal of Research into New Media Technologies (2012). Female gamers 50% of social and mobile game players 40% of MMO players 30% of Halo players 20% of Call of Duty/Battlefield players 15% of Grand Theft Auto players Graser, Marc. "Videogame Biz: Women Still Very Much in the Minority." Variety. 1 October 2013.