GCSE MEDIA STUDIES – SUMMER EXAM 2014: THE PROMOTION AND MARKETING OF VIDEO

GAMESCase Study #1: Angry Birds

ANGRY BIRDS “The largest mobile app success the world has seen so far.”

“One of the great runaway hits of 2010.”

“One of the most mainstream games out right now.”

ORIGINS The story goes that a designer working

for the Rovio company saw the Pixar animation For the Birds and doodled some ideas on the back of an envelope during a lunch-time meeting.

At the time Rovio were close to bankruptcy, but they decided to take a chance on this iPhone app idea and developed Angry Birds.

PIXAR – FOR THE BIRDS

SUCCESS STORY First released December 2009 Original version downloaded over 12 million

times All versions downloaded over 2 billion times Feature film due 2016, (but has been

delayed several times) Originally designed as an iPhone app, but

since rewritten in Android and Symbian versions – now available for consoles and PCs

The highest downloaded “freemium” game of all time

WHAT IS FREEMIUM?

A pricing strategy by which a product or service (typically a digital offering such as software, media, games or web services) is provided free of charge, but money (a premium) is charged for advanced features, functionality or virtual goods.

WHY SO SUCCESSFUL? Easy to learn and pick up – quick play Addictive gameplay – engagement /

endless interesting levels / achievement Comical style of design yet high

production values Quality sound and music design Low price of initial app. Regular updates / versions to keep

concept fresh

GAMEPLAY Players use a slingshot to fire birds at

pigs who are stationed on or within various structures.

The idea is to destroy all of the pigs and buildings on the playing field within a limited number of attempts.

As players advance through the game levels, new types of bird become available, some with special abilities which can be activated by the player.

VERSIONS Seasons – originally Hallowe’en and

then “holiday” versions Rio – tie-in for animated film Space Star Wars and Star Wars II Friends Go! – kart racing Bad Piggies – spin-off, but so far

not hugely successful.

SEASONS

STAR WARS

GO!

WHY SO ADDICTIVE? What makes for user engagement, is

adding more detail at just the right time.

Angry Birds’ simple interaction model is easy to learn because it allows the user to quickly develop knowledge about how to play the game, strategy and scoring processes.

ROVIOThe Company

WHERE ARE ROVIO FROM?

Finland!

PRODUCTS

MANAGEMENT

MISSION STATEMENT

PROGRAMMER’S AD.

PROMOTION AND MARKETING

Here’s the money!

MERCHANDISE

OFFICIAL STORE

MEN’S HOODIES

WOMEN’S CLOTHING

ACCESSORIES

PLUSHIES

STAR WARS PLUSHIES

CROSS-MEDIA

BIG BUSINESS - PARTNERS

THEME PARKS

FACEBOOK & TWITTER PAGES

DISCUSSION FORUMS

FORUM - DETAIL

WALKTHROUGHS

ADVERTISING