assassins creed iv case study

True or false?

• The game was developed in 7 different studios• Over 900 people were involved in the making of

the game• It was available to pre order more than 6

months before it was released• In the first 2 months, the game sold over 10

million copies• Animal Rights Organisation PETA complained

about the game including whaling

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on representation of genre

Who is the target audience for this game?Key words:

Mainstream, niche, primary, secondary, PEGI rating

The aim of this study is to explore how the marketing of this game appealed to it’s audience

• Through representation of genre• Representation of characters• Narrative• Conventions of different marketing materials• Institution – UBISOFT/PEGI

Representation of genre

• Which of these is Assassins Creed IV?

• Action • Adventure• Stealth• Historical• First person shooter• Role play• Open World (roaming freely in a virtual world)

Using the genre you have been given:

• You need to find as many reasons as possible to support this

• Research all marketing materials – website, trailers, teasers, posters etc to get evidence

• Make a note of which marketing material the evidence is from

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on representation of genre

To consolidate answer this question in detail:How was the genre of Assassins Creed IV represented

through the marketing materials?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on representation of characters

Could a female play the lead character in this game?

The aim of this study is to explore how the marketing of this game appealed to it’s audience

• Through representation of genre• Representation of characters• Narrative• Conventions of different marketing materials• Institution - UBISOFT

Social groupingsHow has your social group been represented? Find evidence

• Gender• Age• Ethnicity• Class

http://gamewise.co/games/46266/Assassins-Creed-IV-Black-Flag/Characters-List - extensive character list

Anne Bonny, Mary Read

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on representation of characters

To consolidate answer this question in detail:How does the representation of characters affect the

success of the game?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on NARRATIVE

How is the narrative of the story engaging? – play clip

The aim of this study is to explore how the marketing of this game appealed to it’s audience

• Through representation of genre• Representation of characters• Narrative• Conventions of different marketing materials• Institution - UBISOFT

Narrative terms

• Ludo narrative – interactive scenes• Cut scenes – non interactive scenes to move the

story forward• Themes – what ideas are present in the story• Setting – appeal – lost, exploration, excitement,

adventure…• Character – (useful, mortal, equipped) customisation,

incarnation, ability, personality, death• Challenge – difficulty, enemy power, control

How is the narrative represented in the marketing materials?

• Answer these questions to help you answer this question:

• How are different themes represented? E.g. pirates, rivalry, naval wars, violence, unexplored lands…

• How does the setting help tell the story? E.g. what possibilities do the characters have at sea?

• How do the different characters build the story? How do they offer different adventures?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on NARRATIVE

To consolidate answer this question in detail:How does the narrative of Assassins Creed affect the

success of the game?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on CONVENTIONS of different marketing materials

What are the main conventions of a trailer?

The aim of this study is to explore how the marketing of this game appealed to it’s audience

• Through representation of genre• Representation of characters• Narrative• Conventions of different marketing materials• Institution – UBISOFT/PEGI

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on CONVENTIONS of different marketing materials

Character voice overSoundtrackCut scenesGame playPEGI rating

Institutional logoPack shot (product shot)

Montage editingIntroduction of key

characters, settings and themes

Analyse two AC trailers

1. What conventions are being used?2. How do these conventions appeal to

the target audience

3. Compare the two – which trailer is most successful and why

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on CONVENTIONS of different marketing materials

Is a trailer the MOST SUCCESSFUL means of promoting a game?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on INSTITUTION

Which PEGI rating and theme would you pair together to attract the widest audience?

The aim of this study is to explore how the marketing of this game appealed to it’s audience

• Through representation of genre• Representation of characters• Narrative• Conventions of different marketing materials• Institution – UBISOFT/PEGI

UBISOFT

• Produced the Assassins Creed franchise

• Go to the UBISOFT website – how many other games do they have in the same genre/PEGI rating? (you can use the tabs in the middle of the website for quick research)

• EXT: What are the similarities and differences between these games and the Assassins Creed franchise?

LO: To analyse Assassins Creed IV: Black Flag through the key media concepts and explore it’s success as a marketing campaign

TODAY our focus is on INSTITUTION

How can the institution (UBISOFT) and the PEGI rating be effective in marketing a game?