Video games

Call of duty- Ownership: published and owned by Activision

Franchising

Activision also franchise the call of duty brand to a number of companies, merch includes action figures, comic books and card games.

Call of duty marketing strategy

WW2 using billboards rather than digital platforms
War theme- at the time, no digital technologies, so a billboard campaign made users/ audiences feel more connected (authentic)
On the day of release, billboards go up in 5 countries/ cities and at the same time social media streams the trailer.
Codes are embedded on billboards for gamers to unlock
Analysis: hybrid marketing

  1. Above the line example for COD- BFI Imax billboard
  2. Combination of traditional and digital advertising: billboard with QR which takes the audience to the website.
Audience and regulation

PEGI- regulate video games
VSC- regulate video games too

Theories
Active/ passive audience- engage with media content; interact and make active choices about what they consumer (even content that is violent or controversial) can be linked to uses and grats theory
Call of duty- can be argued that enjoying the adventure of a game and playing out violent moments is used as a form of escapism but doesn't lead to real world violence as audiences are capable of making sense of the media message in social context. 
Opposing argument on violence and games- the actions in the game will be imitated due to a passive audience. Negative behaviour in games and other media products generally leads to negative behaviour (copycat behaviour). 
Analysis: many passive audiences will conclude that the rise in social issues/ violence and crime are directly down to violence in video games and other media.

Hypodermic needle
Desensitisation 
Moral panics- when the media hypes issues up and creates a panic amongst the audience- usually around issues which are moral. Passive audiences are more likely to believe these hyped headlines. 
For example, knife crime has gone up because of violence in games/video games; youth deviancy.








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