Why “case studies”?
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Why “case studies”? Because in your exam, you are very likely to have a question like this: There are lots of ways to market video games. The best campaigns: Appeal to a specific target audience group Use all three media platforms to get their message across (print, broadcast and web) Use different strategies pre- and post-release From your research on video game marketing and promotion, explain how each of these can contribute to the success of a campaign. Give examples from at least TWO campaigns that you have looked at. LANGTON - MARCH 2014
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Why “case studies”?. Because in your exam, you are very likely to have a question like this: There are lots of ways to market video games. The best campaigns: Appeal to a specific target audience group Use all three media platforms to get their message across (print, broadcast and web) - PowerPoint PPT Presentation
Transcript of Why “case studies”?
GCSE Media Studies Summer exam 2014 The Promotion and Marketing of Video Games
Why case studies?Because in your exam, you are very likely to have a question like this:There are lots of ways to market video games. The best campaigns:Appeal to a specific target audience groupUse all three media platforms to get their message across (print, broadcast and web)Use different strategies pre- and post-releaseFrom your research on video game marketing and promotion, explain how each of these can contribute to the success of a campaign. Give examples from at least TWO campaigns that you have looked at. LANGTON - MARCH 2014GCSE Media Studies Summer exam 2014: The Promotion and Marketing of Video GamesCase Study #3: FIFA
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Peter Moore President of EA sportsLANGTON - MARCH 2014FIFA video gamesThe FIFA series of football simulations is one of the most successful video games in the World. It is the most integrated of the three games that we have looked at for several reasons:It features real peopleIt has the support of the sports governing body It taps into a huge supporter fan baseIt can use real players for celebrity endorsementSometimes it can be difficult to see where the gaming world ends and the real football world starts.
LANGTON - MARCH 2014Why is it successful?The FIFA series is hugely successful because it uses a variety of marketing techniques to keep it at the top of the games charts:PRINT: advertising and magazine articles featuring sponsored players and events.BROADCAST: sponsorship of football leagues around the World the name of the publisher is always visible during matches / sponsorship of top international players.WEB-BASED: a fully integrated publisher webpage which uses downloads, news and forums to keep its customers up to date.LANGTON - MARCH 2014FIFA video game seriesType of game: sports simulationDeveloper: ea sportsPublisher: Electronic ArtsFirst published: July 1993Platforms: the present game is available for PC, consoles and handhelds. The original game was only available for PCs and consoles.Sales to date: 100 million+LANGTON - MARCH 2014HistoryWhen first published, there was little competition in this market, so the game quickly captured a large player-base. Electronic Arts publish very successful simulation games for American Football and Ice Hockey in a similar format, based on the success of FIFA.FIFA was one of the first video games to get an official licence from the governing body of the sport and this has proved to be a very successful (financial) partnership.
LANGTON - MARCH 2014Global FIFA The current version of the game FIFA 14 features full leagues from: the UK, Germany, Italy, Spain, Portugal, France, the Netherlands, Brazil, Mexico, the USA, South Korea and Australia.It also includes selected teams from: Greece, Turkey, Argentina and South Africa.The global nature of the teams featured gives a good indication of where the game sells best.
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Getting ready for the World CupLANGTON - MARCH 2014Special EditionsAs well as domestic leagues in many countries, the FIFA series also produces special editions:FIFA World Cup 1998-2014UEFA European Football Championship 2000-12UEFA Champions LeagueStreet Football FIFA Street 2005 -12And a series of Football Manager sims:FA Premier ManagerTotal Club ManagerFIFA Manager 2003-14LANGTON - MARCH 2014International marketingThe FIFA series is available in 18 languages and 51 countries.Sales of over 100 million copies put it near the top of the all-time best-selling video games list.FIFA 12 holds the record for the fastest selling sports game ever having sold 3.3 million copies and having generated $186 million in its first week of release.
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Fast sellingLANGTON - MARCH 2014
ScreenshotsLANGTON - MARCH 2014
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LANGTON - MARCH 2014Milestones in development - 11993 first launched and stayed at Number 1 in the games charts for six months.1996 first use of real player names and their positions.1997 first use of motion-capture action.1998 first use of licenced music artists (Song 2 by Blur) / first accurate representation of the off-side rule.2003 first use of Freestyle control allowing tricks / first use of EA Trax exclusive music menu
LANGTON - MARCH 2014Milestones in development - 22004 first appearance of selected secondary leagues / first use of an online gaming option.2006 complete overhaul of the game game code almost entirely rewritten / first appearance of a Classic XI featuring football legends.2008 Be a Pro option first used controls only a single player on the pitch. 2010 - 360 player control2012 game adapted for iPhone, iPad and iPod2014 EA Sports Football Club rewards and challengesLANGTON - MARCH 2014CriticismCriticism of the game has come in the fact that some editions of the game have only very small changes and yet (like football team shirts), often players feel the need to buy the new edition every year. ea sports maintain that they have a long history of continuous improvement each year and that every version of the game is better than the last.LANGTON - MARCH 2014EA Trax music licencingEver since music was first licenced for FIFA 98, artists have been falling over themselves to get their music featured on the soundtracks of the game. Artists who have contributed the main themes have included: Kasabian, The Crystal Method, Muse, Linkin Park, Kings of Leon, Bloc Party, Oasis, Fatboy Slim, Blur, Robbie Williams, Moby and GorillazLANGTON - MARCH 2014
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LANGTON - MARCH 2014EndorsementWayne Rooney was the face of FIFA from FIFA 06 to FIFA 12.
Lionel Messi replaced Rooney and has been the featured player for the last two editions. ea stole Messi from Pro-Evolution Soccer eas closest rival.
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ea sports homepageLANGTON - MARCH 2014
Buying from the websiteLANGTON - MARCH 2014
Products / platformsLANGTON - MARCH 2014
Gaming and competition newsLANGTON - MARCH 2014
ForumsLANGTON - MARCH 2014
On the road promotion
LANGTON - MARCH 2014FIFA 12 VIP box
An all white, high gloss wooden box. As fancy as it looks, the real awe comes when the box is opened up.
Inside lucky owners will find the PlayStation 3 version of FIFA 12, a custom gold painted soccer ball, a PlayStation Portable system, a pair of Beats by Dre headphones, and a custom engraved iPad.
This limited edition kit is allotted to the celebrities like Dwayne Wade, Landon Donovan, Wayne Rooney, Chris Paul, Kobe Bryant Tim Lincecuum, Brian Wilson, Wiz Khalifa, and Lil Wayne.LANGTON - MARCH 2014
I know, lets get some footballers to sell it for usLANGTON - MARCH 2014
Sleb endorsedLANGTON - MARCH 2014
Referee sponsorship???LANGTON - MARCH 2014
Why no women?LANGTON - MARCH 2014Vero Boquete (a female Spanish professional footballer) has campaigned online for the introduction of women players into the FIFA series.
