assassins creed iv case study
TRANSCRIPT
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?