1. Applied Audience theory
Can I Identify how game marketing is
used to target specific audiences?
Starter:
For the game advert in front of you:
Identify the target audience in 50 words.
Apply the AIDA theory.
Attention / Interest/ Desire /Act

2. • Genre ?

3. Define the Audience for the new
conglomerate recruitment Video

4. What pleasure / benefit is being
offered in the video?
•
•
•
•
•
Team (join us)- chance to be part of something
Belonging
Rebellion
Violence / let off steam / catharsis
Defending your land against the enemy
(patriotism)
• Achievement
• Masculinity
• Power

5. Define the Audience for the Terrans
recruitmement Video
http://www.youtube.com/watch?v=CHN9CdBq
SYM

6. What pleasure / benefit is being
offered in the video?

7. Audience theories so far:
• Uses and Gratifications

8. Game campaigns
• How else can Video game companies market
their products?

9. Some facts
• Promotion and Marketing doesn’t work unless
it prompts audience action in some way
• Knowing what action is required is important:
• Are the materials raising awareness?
• Are the materials intended to create positive brand associations?
• Are the materials working to persuade the audience to buy the product?
• Promotional materials should make it
wasy as possible for the audience to act!

10. Information
Social interaction
Entertainment
Personal Identity