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Video Games: Call of Duty

Video Games: Call of Duty 

Ownership 

  • Published and owned by Activision
  • Developments of the games is on a rotational basis-through Treyarch generally develops the Black Ops series. 

Franchising

  • Activision also franchises the Call of Duty brand to a number of different companies.
  • Merchandise includes action figures, comic books and card games. 
  • Specific examples of this is Plan B Toys, Mega Bloks, WildStorm Publications and Upper Deck.
Marketing and Distribution
  • But for this years CoD title 'WWII', Activision is placing more focus on billboards rather than popular digital platforms.
  • This is because the first 3 CoD titles were set in WWII, and news had already leaked that the the new game would be set in the same period.
  • Billboards also make fans feel more physically connected and involved on the ground with the CoD community.
  • In summary, they wanted their fans to reconnect with the physical aspects of the game, and billboards enable this. However, hidden codes in the billboards which gamers had to unlock shows how Activision blended traditional and digital advertisements- this also is highly interactive and so consumers can interact with the product. 
  • They revealed the new game and trailer in a live stream on CallofDuty.com, Facebook, Twitter and Instagram. On the same day, five billboards will go up in Tokyo, New York City, Los Angeles, London and Paris. 
  • There are unique codes hidden on the billboards for fans to find. 
  • The gamers can then piece the codes together and unlock them on a website. When the codes are cracked, gamers can unlock exclusive content related to “WWII” that cannot be obtained anywhere else.​
  • Traditional marketing, and above-the-line strategy and incorporated some QR codes. 
  • The founders of the game revealed the game on a livestream on their website, twitter, facebook and instagram. 
  • The same time that this was done, they globalised their marketing by having billboards promoting the game in 5 cities: Tokyo, New York City, Los Angeles, London and Paris.
  • This is an example of combination traditional-digital advertising. 
Call of duty website
  • Drop-down menu for different incarnations of the game
  • Options to buy new Black Ops game, with trailer embedded
  • This creates mass exposure and appeals to a large audience
  • 'Community' section of the site, enabling users to discuss the games on forums
Audience and Regulation
  • Regulator- VSC (Video Standards Council)
  • Regulate console games, apps and digital games. 
  • Ensure content is appropriate for the age rating that has been applied. 
  • PEGI set the age rating, but not the regulator- VSC are in charge of PEGI.
  • PEGI stands for Pan European Game Information. 

Age ratings

3
  • In game purchases 
  • Games given this rating is suitable for all age groups 

7
  • Unrealistic violence, often directed towards fantasy characters
  • Violence is minor and implied 
  • Fear- sounds may be scary or frightening to younger children
  • In game purchases

12
  • Violence- more detailed and realistic violence.
  • There are more moderate horror sequences, they may include dead bodies.
  • Mild forms of swearing
  • Sexual activity may be implied
  • In game purchases
!
  • Parental guidance
  • This serves as a warning
16
  • Realistic and sustained violence against human characters, including sight of blood.
  • Games at this level will not show you any negative consequences to crime. 
  • Strong language can occur
  • Depictions of gambling, illegal drugs, prominent use of tobacco and alcohol 

18
  • Very strong content only suitable for adults
  • Torture and infliction of severe pain and injury towards human characters
  • Violence towards vulnerable human characters, including children.
  • Sexual violence and threat
  • Strong depictions of sexual activity
  • Detailed description of criminal techniques; they glamorise gambling, illegal drug use and alcohol by reinforcing its benefits. 
This could result in working class people committing crimes. By accessing these games, they are likely to see how easy it is to make money by committing crimes, such as drug dealing or grand theft auto. As these games glamorise these crimes, and only occasionally show the severe consequences of crime, they may feel more inclined to commit them. 

Name a problem with the current PEGI ratings relating to violence. 
The problem is that violence is hard to classify. For example, a PEGI 18 may contain scenes of 'gross violence', says the website. Gross violence is difficult to define as it can be very subjective in many cases.

Desensitisation 
Horror is more accessible now than it was during the olden days. 

What legal and ethical problems are there with Black Ops?
  • Weapons
  • Murder
  • Violence
  • 'That never gets old' when he murders someone. Almost glamorising murder. 

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