This document provides guidance for candidates taking an exam section on institutions and audiences in the video game industry. It outlines example topics candidates may discuss, including production practices targeting specific audiences, distribution and marketing strategies, and use of new technologies for audience targeting. The document also provides level descriptors for evaluating candidate responses on a scale of 1 to 4, noting elements like knowledge, argumentation, example use, and terminology.

1. AS LEVEL EXAM SECTION B
INSTITUTIONS AND AUDIENCES
Video Game Industry – Essay Structures
Candidates will be assessed on their ability to illustrate patterns of
production, distribution, exchange and consumption through
relevant case study examples and their own experiences as
audiences
Candidates may cover the following material in their responses to
the question:
• Production practices which allow texts to be constructed for
specific audiences
• Distribution and marketing strategies to raise audience
awareness of specific products or types of products
• The use of new technology to facilitate more accurate targeting of
specific audiences
• Audience strategies in facilitating or challenging institutional
practices

2. Discuss the ways in which media products are marketed and
distributed, within a media industry you have studied
Introduction:
Explain how marketing and distribution are vital elements in launching
any new media product.
Explain you’ll be analysing BOTH AUDIENCE (the consumer) AND
INSTITUTIONS (the companies)
Describe the media industry you’re focusing on and the two very
different media products (Wii Sports on the Wii/Braid on the XBOX 360)
Paragraph One – Analysis of Wii Sport Institutions:
• Describe Nintendo (multi-national company, hardware and software
manufacturer etc)
• Describe their audience and the types of games they create
• How did Nintendo market Wii Sports – include worldwide focus,
millions of dollars spent, use of celebrities, aimed at whole family,
family friendly, cross-media advertising (magazines, TV, Internet)
etc…
• How was Wii Sports distributed – not sold separately (explain why),
bundled with the console (explain why), not able to download
(why), released across the world, first released in Japan then
America and rest of world (why Japan first). Explain it was very
successful (quote sales figures)
Paragraph Two – Analysis of Braid Institutions:
• Describe James Blow and Braid (individual programmer, designed
at home for $180000, Microsoft allowed it to be put on to Xbox Live
Arcade, etc)
• Describe Braid’s audience (very specific, male teenagers/men in
twenties (why)
• How did Microsoft then market Braid – compare to Nintendo! Only
advertised on Xbox Live Arcade, reviews in magazines promoted
game, only advertised in magazines when it became popular, very
little money spent,
• How was Braid distributed – Not available in shops as a packaged
game, only as a download on Xbox Live Arcade (why), cost of
game, compare to other games on Xbox Live arcade (did it do
better or worse).
Paragraph Three – Analysis of Wii Sport Audience:
• Describe Wii Sport Audience

3. • Focus on how it was marketed to a specific British audience – what
celebrities were chosen and why, times on TV (prime time slots,
family audiences), adverts in mainstream magazines (not just
games magazines), prime time radio slots, built up interest in
gamers by pre-releasing details of console/game before release.
• Focus on how it was distributed to a specific British audience –
Only bundled with game so created audience interest (free game,
better value), excellent way of demonstrating new control system,
family orientated games so everyone could play, etc…
Paragraph Four – Analysis of Braid Audience:
• Describe Braid Audience
• Focus on how it was marketed to a specific British audience –
Compare to Nintendo! Audience liked technical, difficult games,
non-mainstream title attracts these gamers, like a club of friends,
games blogs promoted game, social networking sites promoted
games (fans marketed it!)
• Focus on how it was distributed to a specific British audience –
Only available online so easy to but for audience, Xbox Live Arcade
used mainly by hardcore gamers (the target audience!), easy to
share (recommend by friend, download straight away),
Conclusion:
Sum up main points:
• Both games marketed and distributed very differently, but both
succeeded
• Both games marketed and distributed unlike many games on
market Mass media for Wii Sports, specific audience for Braid).
Explain how media products are consumed by audiences in a media
area you have studied
How important are new technologies in targeting specific audiences,
focusing on the media industry you have studied?

4. LEVEL DESCRIPTORS
Level 1
Explanation/analysis/argument (0-7 marks)
• Shows minimal understanding of the task
• Minimal knowledge and understanding of institutional/audience practices – general
opinions or assertions predominate
• Minimal argument evident, with little reference to case study material
• Of minimal relevance to set question or a brief response (under one and a half
sides of answer booklet)
Use of examples (0-7 marks)
• Offers minimal use of case study material
• Offers a limited range of or inappropriate examples
• Offers examples of minimal relevance to set question
Use of terminology (0-3 marks)
• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling,
punctuation and grammar which will be noticeable and intrusive. Writing may also
lack legibility.
Level 2
Explanation/analysis/argument (8-11 marks)
• Shows basic understanding of the task
• Basic knowledge and understanding of institutional/audience practices – factual
knowledge will have some accuracy
• Basic argument evident, with some reference to case study material
• Some relevance to set question
Use of examples (8-11 marks)
• Offers some evidence from case study material
• Offers a partial range of examples from case study and/or own experience
• Offers examples of some relevance to the set question
Use of terminology (4-5 marks)

5. • Some terminology used, although there may be some inaccuracies
Some simple ideas have been expressed in an appropriate context. There are likely
to be some errors of spelling, punctuation and grammar of which some may be
noticeable and intrusive.
Level 3
Explanation/analysis/argument (12-15 marks)
• Shows proficient understanding of the task
• Proficient knowledge and understanding of institutional/audience practices – factual
knowledge is mostly accurate
• Some developed argument, supported by reference to case study material
• Mostly relevant to set question
Use of examples (12-15 marks)
• Offers consistent evidence from case study material
• Offers a range of examples from case study and/or own experience
• Offers examples which are mostly relevant to the set question
Use of terminology (6-7 marks)
• Use of terminology is mostly accurate
Straightforward ideas have been expressed with some clarity and fluency. Arguments
are generally relevant, though may stray from the point of the question. There will be
some errors of spelling, punctuation and grammar, but these are unlikely to be
intrusive or obscure meaning.
Use of terminology (0-3 marks)
• Minimal or frequently inaccurate use of appropriate terminology
Some simple ideas have been expressed. There will be some errors of spelling,
punctuation and grammar which will be noticeable and intrusive. Writing may also
lack legibility.
Level 4
Explanation/analysis/argument/theory (16-20 marks)
• Shows excellent understanding of the task
• Excellent knowledge and understanding of institutional/audience practices – factual
knowledge is relevant and accurate
• A clear and developed argument, substantiated by detailed reference to case study
material

6. • Clearly relevant to set question
Use of examples (16-20 marks)
• Offers frequent evidence from case study material – award marks to reflect the
range and appropriateness of examples from case study and/or own experience
• Offers examples which are clearly relevant to the set question
Use of terminology (8-10 marks)
• Use of terminology is relevant and accurate
Complex issues have been expressed clearly and fluently. Sentences and
paragraphs, consistently relevant, have been well structured, using appropriate
technical terminology. There may be few, if any, errors of spelling, punctuation and
grammar.
EXAMINER’S COMMENTS ON EXAM
When commenting on video games many candidates prefaced their answers
by talking extensively about the interactive, multi-use nature of games consoles,
talking about internet access for multi-user play, and free game downloads, about
film viewing via DVD/BluRay and storage for music, video and pictures. Certain
games were popular like GTA which related how cinematic graphics and free
roaming game play allowed the convergence of genres – racing & gangster to make
successful products. There were some popular and positive responses by candidates
with focused case studies, such as Grand Theft Auto 4 & Rockstar games.
Candidates were able to comment on GTA franchises and the relationship with the
Nintendo Xbox and the Sony PS3. The Nintendo Wii was a popular source of
evaluation in relation to the question set.
Good answers contained detailed information concerning the use of new
media technologies in the development of games, institutional distribution and
marketing. The distribution discussions in the better candidates’ responses
considered how social networking sites were utilised in the pre-publicity of the games
release. These answers also used terminology to enhance their points; considering
synergy, convergence and audience expectations. Candidates appeared to have
been fully briefed on the need to place their product in both an institutional and
cultural context. There were some very encouraging responses to this question. More
able candidates referred to the online capabilities of the consoles, which allowed for
credited marks.
The majority of weaker responses focused on a particular piece of gaming
software such as Call of Duty 4 or Halo 3. With such a narrow focus it was therefore
very difficult for candidates to address technical convergence. As a result candidates
wrote at length about the game play, the marketing and release dates without
mentioning technical convergence.