d

2. Industries

3. The
Gaming
Industry

4. Historical Context
• Broadly speaking, the video games industry is
relatively new, compared to other media
industries.
• Its growth and expansion has been rapid.
• It is seen as a serious media industry.
• The profits within the industry rival those of
major films.
• The demographic profile of gamers has changed
enormously since the early days of video games.

5. • What is the future of mobile gaming?
Global smartphone gaming market will surpass that of the console this year, making up 32% of the
$108.9 billion industry to console’s 31%. By 2020, the same report predicts that smartphone gaming
will make up 40% to console’s 28%, which says more about the pace of growth in mobile rather than
any kind of decline in console gaming, with mobile gaming likely to make $64.9 billion on its own.
• Is the 'console decline' a reality?
The market will soon turn south, falling from $46.5 billion worldwide this year to $41 billion in 2019.
The new systems will spark sales in the short-term, with growth slowing and then turning
negative as the new platforms age. Juniper also expects another generation of consoles likely
arriving around 2019, with the new platforms having a similar lifespan to the their
predecessors.
• How does PC gaming fare in the overall market?
PC gaming made up 28% of the industry’s $116 billion value in 2017.
62% of gamers use a PC while 56% use a console
Questions to consider…

6. • Is VR becoming more mainstream?
Available on a ride in Alton Towers in the UK, and psychologists use VR in behavioural
studies and also military use to help with training. VR marketing is already being used by
travel, tourism, and related industries. It’s especially appealing to Millennials and the up-
and-coming Generation Z. Therefore it could be more mainstream in future years as it is
now being in use more and there have been more discovered uses for use of VR

7. How has technology changed gaming?
https://www.digitaledge.org/5-ways-
technology-has-changed-gaming/

8. 1. Artificial Intelligence has grown by leaps and bounds
• Computer controlled player to mimic human like abilities
• It has been in place since the beginning of gaming time but gradually has been more
advanced
2. Online play is an icing on the cake
• Due to the evolution of MMORPG it has become more advanced as well as a different
experience in the gaming industry
• Gamers can engage with other gamers in different location
3. The third dimension looks wonderful
• They were already present in the 1980’s
• Better graphic software
4. Graphical upgrades are so much enhanced
• Technology has apparently allowed for enhanced graphics by means of hardware upgrades
• Today is the scene of high-speed hardware, which allows for more instructions, pixels, and
shading—even on an enormous scale.
5. Portability has made gaming convenient
• technology behind portable gaming has lagged a bit for a while. But the uniqueness about being
able to game any time anywhere is just undeniable. It was actually this innovation that led to cell
phones and mp3 players on the bus.

9. https://vulcanpost.com/603333/technology-
changed-gaming/

10. • Cloud Based Technology – This technology is anticipated to be a real game changer for
gamers. In addition to freeing up space on the computer, phone or game console, cloud
based technology will make games more accessible for everyone. One of the biggest
issues that gamers have is making sure that their device has enough memory or good
enough specs to properly play the game. Playing a game in the cloud, frees up the gamer
from making a significant investment when purchasing a computer or console without
sacrificing for the quality of the game.
• Doing activities such as playing dress up has changed as now people explore filters such
as the interesting ones on snapchat
• Whilst taking a photo it used to be someone taking it for you but now you can take it
yourself due to phones
• For movie time families would watch it on the TV or go to the cinema but now they have
iPad and laptops
• Arts and crafts don’t take part as much anymore as more children play on their ipads or
watch TV
• When saving your child's pictures or arts and crafts it would be saved on their fridge but
now you can save it online

11. • record year for both the monetary value of the UK gaming market (£4.33bn) and its
impact on other sectors, such as films and merchandising (£100.5m).
• About half of the UK population plays video games – be it on a games console,
smartphone, PC, VR headset or online. The rise in the popularity of gaming is partly
due to the increased accessibility that the public has to them;
• Mutant Labs, a Plymouth-based games development company, has noticed how its
growth has correlated with an increasing enthusiasm for games. "The increased
awareness and drive around gaming has positively contributed to the industry as a
whole," explains managing director, Alex Ryley.
• Creative England, a not-for-profit funded by industry bodies and the EU, is dedicated
to growing creative talent and business. Its Games Lab programmes help England's
gaming SMEs to develop quickly, upskill and grow.
• The UK is the third best country at attracting, retaining and training skilled workers in
the digital industry, with London, Cardiff and Birmingham acting as major magnets.
• Dr Wilson believes that much of the future success of the UK’s gaming industry
will depend upon government policy decisions. He recommends the creation of
formal gaming investment funds, an increased rate of tax relief for developers,
and continued access to the EU's skilled workers in the gaming industry.

12. PSVITA – Gaming on the go

13. • Dual analog stick
• OLED screen
• Microphone
• WIFI
• SIXAXIS Motion sensor
• Front and rear facing camera
• Front multitouch screen
• Can dress your character
• Take it on the go and play wherever and whenever you are
• Warns that there may be content not suitable for children
• Different types of games you can play on it
• Has the main official website at that end of the clip

14. Regulation
• Games in the UK were regulated by the Pan-
European Game Information age rating system
(PEGI) and the BBFC until 2012. This is now
the responsibility of the Video Standards
Council (VSC).
https://legalgamer.weebly.com/blog/the-legal-
status-of-age-ratings-uk

15. Regulation
• The regulation of games is a delicate issue and
the main worries centre around the suitability of
the content (sex and violence) and accessibility
for younger gamers (think of recent complaints
about ‘Grand Theft Auto’, ‘Call of Duty’ etc.).
• Research has shown that younger children
routinely have access to games well beyond their
chronological age, raising concerns with parents
and the government.

16. PEGI
• The Pan-European Game Information age
rating system was established to help
European parents make informed decisions on
buying computer games. It was launched in
spring 2003 and replaced a number of
national age rating system with one single
system.
KEY TERM

17. Economic and Political Contexts:
• Video games are culturally and financially significant
across three major territories (Japan, Europe and the
USA). The release of new gaming technology (PS Vita is
considered part of the 8th generation of game
technology) or games from popular franchises can be
major economic events.
Extension TASK: Explore the way that games and
technology (and specifically those from within the
Assassin’s Creed game franchise) have been marketed
and received across the three major territories.

18. • This simultaneous release might be discussed in terms of an attempt to have
maximum impact on the three major markets for console and video game release
(Japan, North America and Europe).
• In terms of production the game was a multinational development which is typical of
game production in larger studios such as Ubisoft.
• Most scenes are based in Japan such as the temples
• Video Game regulation differs around the world but is becoming standardised across
many European countries.

19. Economic Context
• Originally, the game was exclusive to PlayStation Vita, but given the
competitive nature of the video games industry, a larger HD version
of the game was inevitable.
• Consequently, it was released in 2014 across a larger range of
consoles and devices, including PS3 and Xbox 360.
Challenge: What sales figures can you find?
has sold "close to 600,000" units, Ubisoft revealed today as part of a post-
earnings financial call.
which has shipped (not sold) 12 million copies.

20. Construct Meaning
Define the following terms, citing examples for each:
• MMORPG – stands for massively multi-player online role playing game. The game still
continues even if gamers are not apart of it
• Persistent worlds – When a virtual world continues to internally grow and expand
when there are no people interacting with it
• CRPG – Stands for computer role playing game and it is a computer generated content
overlaid n a real world environment
• Augmented reality - integration of game visual and audio content with the user's
environment in real time.
• Avatar- an icon or figure representing a particular person in a video game. ( A players
representation of themselves within a game)
KEY
TERMS

21. What is the appeal of video games?
• In groups, or pairs, discuss the appeal of video
games and try to suggest reasons why this
media form is so popular.
• Try to incorporate some of the ideas below
into your discussion:
The uniqueness of MMORPG
Persistent worlds
CRPGs
Augmented reality
Teamwork
Competition Challenging tasks
Intertextuality
Single player –vs- Multi-player
First person – vs – Third person
Avatars
The range of platforms

22. Assassin’s Creed III: Liberation
• Assassin’s Creed III: Liberation, part of the very successful
games franchise, was developed by Ubisoft and released on
October 30 2012, along with Assassin’s Creed III.
• The game was originally exclusive to the PS Vita but was
later (2014) released in a modified HD version across a
large range of consoles and platforms (including PS3, Xbox
360 and Microsoft Windows).
• Assassin’s Creed III: Liberation offers familiar pleasures to
existing fans (narrative situation of the Assassins v the
Templars, open world gameplay etc.) along with new
elements to target a wider audience (e.g. the use of a
strong female protagonist).
Challenge: Watch the trailer for the game and consider its importance
in the marketing.

23. Challenge: Watch the trailer for the game and consider its importance
in the marketing.
• The game markets the story line and the importance of slavery and
how you should fight back for justice
• Has connotations with action and adventure which could draw
attention to the target audience
• Starts with the credits of UBISOFT and also pegi 18 which shows
the age you’re supposed to be to purchase it

24. Watch the trailer for the game. What are your first
impressions?
https://www.youtube.com/watch?v=q5RxYUw4DFY

25. Assassin’s Creed III: Liberation
Research this game online and compile a detailed case
study. Focus on Production, Distribution and Circulation.
Ask yourself:
• Who developed it?
• On which platform was the game first released?
• Alongside which other game?
• How many official trailers were made?
• What YouTube videos supported the release?
• What additional content was downloadable?
• What extracts from the game can you play online?
Challenge: Watch the trailer for the game and consider its importance
in the marketing.

26. Who developed it?
• Developed by Ubisoft. Launched alongside ‘Assassin’s Creed III’ (the best-selling game in the
UK in the week of its release).
On which platform was the game first released?
• Released in October 2012 on PlayStation Vita. Assassin’s Creed III was the biggest launch in
Ubisoft’s history and the third biggest launch of any game in the UK in 2012
Alongside which other game?
• behind ‘Call of Duty: Black Ops II’ and ‘Fifa 13
How many official trailers were made?
• 10
What YouTube videos supported the release?
• 8
What additional content was downloadable?
Benedict Arnold memories (PS3 and PC exclusive, not part of season pass)
•The Hidden Secrets Pack
•The Battle Hardened Pack
•The Tyranny of King Washington
•The Infamy
•The Betrayal
•The Redemption

27. https://www.gamesindustry.biz/articles/2012-11-12-marketing-
murder-the-secrets-of-selling-assassins-creed-iii

28. • Assassin's Creed III sold 3.5 million in its first week, double what its predecessor
Assassin's Creed: Revelations managed this time last year.
• “Our goal was to involve new consumers and I think the proof is here now with the first
figures we communicate, we doubled the numbers on the week one compared to last year.“
• “After that we used all our social websites and Facebook front page, and we recruited more
than 2 million more on our Facebook fan page this year and those 2 million people more
are new fans. So in a nutshell new media, quality, and social websites.”
• As for the future beyond release, Sardin hopes that the size and prestige of the franchise,
complete with books, merchandise, an upcoming film starring Michael Fassbender and
DLC will keep Assassin's Creed 3 selling long past day-one.

29. Check out the website
https://ass
assinscree
d.ubisoft.c
om/game/
en-
gb/home/

30. Consider processes of production, distribution
and circulation:
• The game was released on the Sony hand held device
PlayStation Vita. It was developed by Ubisoft and
released alongside Assassin’s Creed III on the
PlayStation 3.
• This simultaneous release might be discussed in terms
of an attempt to have maximum impact on the three
major markets for console and video game release
(Japan, North America and Europe).
• In terms of production the game was a multinational
development which is typical of game production in
larger studios such as Ubisoft.

31. Consider the relationship of recent technological change and
media production, distribution and circulation:
• The ways in which the PS Vita was attempting to tap into the
increasing success of mobile gaming (smart phones, tablets etc.).
The PS Vita was designed with many features usually associated
with smart phones (touchscreen as well as Wi-Fi, 3G and Bluetooth
capability).
• The game itself as part of a well-known and popular franchise may
be seen as an attempt to bring high game production values to the
burgeoning new mobile gaming arena. It is significant that the game
was originally exclusive to the PS Vita but was later (2014) released
in a modified HD version across a large range of consoles and
platforms (including PS3, Xbox 360 and Microsoft Windows).
• In terms of distribution these versions of the game could be
purchased over the internet using such outlets as Steam, the
Playstation Network or Xbox Live Arcade.

32. Consider the impact of digitally convergent media platforms
on global production, distribution and circulation:
• It is significant that the Assassin’s Creed III: Liberation
hand held game could be linked to the full PS3 console
version of the game (owning both versions would
unlock additional game content). This use of
convergence is relevant in terms of
promotion/marketing and circulation.
• The internet/Wi-Fi functionality of the PS Vita allows
users opportunities to download additional content
(DLC) such as weapons, characters and “skins” or
outfits. It also affords users the chance to engage in
multiplayer versions of the game. These features
promote gamer engagement and identification with
the game.

33. Theorist #1 – Albert Bandura
(Media Effects Theory)
Bandura suggested that:
• The media can implant ideas into the mind of the
audience directly (link to Hypodermic Needle
Model)
• The audience acquire attitudes and emotional
responses and new styles of conduct through
modelling.
• That media representations of transgressive
behaviour, such as violence or physical
aggression, can lead audience members to
imitate those forms of behaviour.
Challenge 1: Look up the Bobo Doll experiment.
Challenge 2: Considering what you now know, consider how this theory can be applied to
‘Assassin’s Creed III: Liberation’.

34. Audiences

35. A new audience? Discuss.
• Why did the company decide to include a
mixed-race female protagonist in Aveline de
Grandpré?
Challenge:
research other
responses to the
game on gaming
websites. Are
these responses
positive or
negative?

36. Why did the company decide to include a mixed-race female protagonist in Aveline de
Grandpré?
• Aveline's story was memorable
• Not many females in the game itself as the main characters
• No specific gender role

37. Female representation in gaming
Conforms or
subverts?

38. https://kotaku.com/5987083/this-assassins-creed-heroine-is-a-great-black-
game-character-heres-how-it-happened

39. • I pointed out some of the historical tropes that show up in Liberation, like the tragic mulatto,
slave revenge and the Back-to-Africa movement.
• It would have been a mistake to attempt to reflect the entire eighteenth century black
experience in Aveline all by herself; she's an individual, not a people or an issue. So, we
looked for other opportunities to represent different points of view through the characters
she meets. The result is an array of men and women trying to survive and carve out their
own destinies in diverse ways. The story of Jeanne's kidnapping and life as a placée is
recounted in diary entries. Aveline helps abused slaves, meets a man who has no territory
he feels he can call home, locks horns with a soldier who has opted to fight for the English
in exchange for his freedom. Each of these characters speaks for him or herself.

40. Social and Cultural Contexts:
• Considering video games in relation to gender issues may be a
useful way to explore them in terms of social and cultural
significance. The representation of female characters, under-
representation of women in video game development and an
assumed minority of female video games players are areas
that could be explored. This game has a female protagonist
and it may be useful to consider whether she subverts or
reinforces expectations of female characters in games and
how audiences may respond to this.

41. Consider how producers target, attract, reach,
address and potentially construct audiences:
There are many aspects of the game that are significant in
relation to audience targeting and construction:
• The game is for a hand held device. This may imply it is
aimed at a more casual or mobile gamer (a discussion here
about “on the go” gamers playing mobile games versus
traditional console and PC gamers may be useful).
• The game features a female protagonist. This is unusual in
the franchise and may be considered in terms of appealing
to a different demographic (possibly linked to the “on the
go” gamers discussion above). The existence of a female
protagonist may also be discussed in terms of constructing
audiences by asking whether this game might offer a
platform for female gamer identification.

42. Consider the interrelationship between media
technologies and patterns of consumption and
response:
• The game is linked to a more traditional console version
and which was simultaneously released with this game.
This might be considered as an attempt to draw gamers
from different platforms to purchase additional hardware
and adopt new gaming habits.
• The two versions of the game are also linked in terms of
downloadable content and special features. This relates to
changing patterns of consumption. Gamers might be being
encouraged to have a more complete or satisfying
experience by using a range of interlinked products that
offer exclusive downloadable content. This is only made
possible through convergent technology and gamer “buy-
in” to the value of the exclusive content.

43. Review
The video games industry is regularly criticised by
the media for the assumed effect that over-
exposure may have upon young gamers’ behaviour.
• How might problems in regulating the industry
and ensuring that gamers are only playing age-
appropriate games contribute to this criticism?
• Is there any truth to the suggestion that the
immersive nature of the game-playing experience
might make it harder for gamers to distance
themselves from violent action?

44. http://resource.download.wjec.co.uk.s3.amazonaws.com/vtc/2016-17/16-17_1-
28/assassins-creed-liberation.pdf