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Assignment 1

Assignment 1. Postmortem. The process. 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).

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Assignment 1

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  1. Assignment 1 Postmortem

  2. The process

  3. 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

  4. 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

  5. So what? • Do some research • http://www.bestadsontv.com • http://adsoftheworld.com/ • http://www.adweek.com • Wikipedia • 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.

  6. 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.”

  7. 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?

  8. 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).

  9. Audience • There’s not a universal, general, massive audience. • Every ad has a specific audience in mind, and it is neither…

  10. Or

  11. 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

  12. 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.

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