Lesson 7 fifa
- 1. Learning Intentions: .All students will gain an understanding of how Fifa 14 has been marketed in a current market. Some will be able to identify similarities/difference between this case study and their own. Success Criteria: A*-C- Can you apply this knowledge to your current case study and identify reasons for each stage of development/marketing? Concept Focus: ALL Exam Focus: AO1, AO2, AO3
- 2. Using Ipads/phones/ dictionaries find and explain these key terms. campaign low budget high budget guerilla marketing viral marketing opinion leaders two-step flow tie-ins merchandising point-of-sale display opinion leaders two-step flow theory STARTER
- 3. Why “case studies”? • Because in your exam, you are very likely to have a question like this: There are lots of ways to market video games. The best campaigns: – Appeal to a specific target audience group – Use all three media platforms to get their message across (print, broadcast and web) – Use different strategies pre- and post-release From your research on video game marketing and promotion, explain how each of these can contribute to the success of a campaign. Give examples from at least TWO campaigns that you have looked at.
- 4. • Please take down some notes on the following: FIFA14 CASE STUDY
- 5. Logo
- 6. Peter Moore – President of EA sports
- 7. FIFA video games • The FIFA series of football simulations is one of the most successful video games in the World. • It is the most integrated of the three games that we have looked at for several reasons: – It features real people – It has the support of the sport’s governing body – It taps into a huge supporter fan base – It can use real players for celebrity endorsement • Sometimes it can be difficult to see where the “gaming world” ends and the “real football world” starts.
- 8. Why is it successful? • The FIFA series is hugely successful because it uses a variety of marketing techniques to keep it at the top of the games charts: • PRINT: advertising and magazine articles featuring sponsored players and events. • BROADCAST: sponsorship of football leagues around the World – the name of the publisher is always visible during matches / sponsorship of top international players. • WEB-BASED: a fully integrated publisher webpage which uses downloads, news and forums to keep its customers up to date.
- 9. FIFA video game series • Type of game: sports simulation • Developer: EA sports • Publisher: Electronic Arts • First published: July 1993 • Platforms: the present game is available for PC, consoles and handhelds. The original game was only available for PCs and consoles. • Sales to date: 100 million+
- 10. History • When first published, there was little competition in this market, so the game quickly captured a large player-base. • Electronic Arts publish very successful simulation games for American Football and Ice Hockey in a similar format, based on the success of FIFA. • FIFA was one of the first video games to get an official licence from the governing body of the sport and this has proved to be a very successful (financial) partnership.
- 11. Global FIFA • The current version of the game FIFA 14 features full leagues from: the UK, Germany, Italy, Spain, Portugal, France, the Netherlands, Brazil, Mexico, the USA, South Korea and Australia. • It also includes selected teams from: Greece, Turkey, Argentina and South Africa. • The global nature of the teams featured gives a good indication of where the game sells best.
- 12. Getting ready for the World Cup
- 13. Special Editions • As well as domestic leagues in many countries, the FIFA series also produces special editions: – FIFA World Cup – 1998-2014 – UEFA European Football Championship – 2000-12 – UEFA Champions League • “Street Football” – FIFA Street – 2005 -12 • And a series of Football Manager sims: – FA Premier Manager – Total Club Manager – FIFA Manager – 2003-14
- 14. International marketing • The FIFA series is available in – 18 languages and – 51 countries. • Sales of over 100 million copies put it near the top of the all-time best-selling video games list. • FIFA 12 holds the record for the “fastest selling sports game ever” having sold 3.3 million copies and having generated $186 million in its first week of release.
- 15. Fast selling
- 16. Screenshots
- 21. What type of gamer does this appeal to and why? (Refer to three theories)
- 22. Milestones in development - 1 • 1993 – first launched and stayed at Number 1 in the games charts for six months. • 1996 – first use of real player names and their positions. • 1997 – first use of “motion-capture” action. • 1998 – first use of licenced music artists (Song 2 by Blur) / first accurate representation of the off- side rule. • 2003 – first use of “Freestyle control” allowing tricks / first use of EA Trax – exclusive music menu
- 23. Milestones in development - 2 • 2004 – first appearance of selected secondary leagues / first use of an “online” gaming option. • 2006 – complete overhaul of the game – game code almost entirely rewritten / first appearance of a Classic XI featuring football legends. • 2008 – “Be a Pro” option first used – controls only a single player on the pitch. • 2010 - 360° player control • 2012 – game adapted for iPhone, iPad and iPod • 2014 – EA Sports Football Club – rewards and challenges
- 24. Criticism • Criticism of the game has come in the fact that some editions of the game have only very small changes and yet (like football team shirts), often players feel the need to buy the new edition every year. • ea sports maintain that they have a long history of continuous improvement each year and that every version of the game is better than the last.
- 25. EA Trax – music licencing • Ever since music was first licenced for FIFA 98, artists have been falling over themselves to get their music featured on the soundtracks of the game. • Artists who have contributed the main themes have included: Kasabian, The Crystal Method, Muse, Linkin Park, Kings of Leon, Bloc Party, Oasis, Fatboy Slim, Blur, Robbie Williams, Moby and Gorillaz
- 28. Endorsement • Wayne Rooney was the “face of FIFA” from FIFA 06 to FIFA 12. • Lionel Messi replaced Rooney and has been the featured player for the last two editions. • ea “stole” Messi from Pro-Evolution Soccer – ea’s closest rival.
- 30. ea sports homepage Dissect this using AIDA.
- 34. Forums
- 35. On the road promotion LANGTON - MARCH 2014
- 36. FIFA 12 VIP box An all white, high gloss wooden box. As fancy as it looks, the real “awe” comes when the box is opened up. Inside lucky owners will find the PlayStation 3 version of FIFA 12, a custom gold painted soccer ball, a PlayStation Portable system, a pair of Beats by Dre headphones, and a custom engraved iPad. This limited edition kit is allotted to the celebrities like Dwayne Wade, Landon Donovan, Wayne Rooney, Chris Paul, Kobe Bryant Tim Lincecuum, Brian Wilson, Wiz Khalifa, and Lil Wayne.
- 37. “I know, let’s get some footballers to sell it for us…”
- 40. Why no women? Vero Boquete (a female Spanish professional footballer) has campaigned online for the introduction of women players into the FIFA series.
- 41. Design Task: Conventions of a Video Game trailer: Institutional information – eg production company logo, etc Introduction to the main character/s – showing us who they are, what type of person they are, how attractive they are etc.. Introduction to the narrative / objectives – some hints of what the player will be doing in the game, what locations they will visit, what tasks they will have to do etc. Introduction to genre – will show some images/ words / sounds that tell the audience immediate what genre of game to expect eg first person shooter, platform etc. Hint at target audience – will include some images / words / sounds which hint as to who will most enjoy this game Title / Release Date / Website address (normally right at the end of the trailer) Storyboard your own trailer that advertises Fifa 14.
- 42. Does your case study look like this? What do you need to find information on? Don’t forget to use these websites to follow new releases: vgreleases.com eurogamer.net