FIFA14 CASESUDY

Name of game: FIFA14

Release date: 24 September 2013

Institutions behind the game (game studio/publisher): Electronic Arts

Print

1. Find a FIFA14 print advert and describe how it promotes the game. 

2. What key conventions of print adverts can you find on the FIFA ad? Product name? Font? Slogan? Central image? Colour?

We can see the print consists of Lionel Messi along with Gareth Bale, they deliberately used these characters because Lionel Messi is supposedly ‘the best player in the world’, however they also used Gareth Bale so they could appeal to a variety of consumers.

3. Find three reviews for FIFA14 that were originally published in videogame magazines. Are they positive or negative about the game? Copy and paste one quote from each review.

Huff sports Tech- “FIFA 14 is a success and the game-makers have evidently listened to the criticism which 13 generated. With its nifty layout and slickness, it is a vast improvement and all the more enjoyable for it. ”This review gives a positive insight of FIFA14 as it highlights that the problems that were there before have been resolved, this attracts consumers who may have had a problem with it. Met score- “in FIFA 14 players have better decision making and teams play smarter on both the attack and defence to bring the beauty of the game to life ”This review is also a positive review by demonstrating the best bits of the game it makes others want to try it too. Video Gamer- “The only issue I noticed was in Be A Pro, where the game often stuttered when using the Pro camera angle. “On the other hand this review is negative because it underlines the worst bits of the videogame.

4. Why are magazine reviews effective in promoting the game to FIFA14's target audience? Magazine reviews are effective in promoting the game to FIFA14’s target audience because those who want to buy the game will refer to the reviews before buying it. Consequently, if the reviews are bad the audience are less likely to buy it, also the magazines are specifically targeted to the reader’s views and interest therefore the audience will go alongside what it says.

5. In your opinion, is print or e-media more effective in reaching the FIFA14 target audience?

I believe that the e-media is more effective because FIFA14 buyers are interactive with social media more than seeing the prints around us in society therefore it will reach the target audience’s needs. Also we are able to see promotion from different devices through e-media – e.g. the TV and phone.

Broadcast

1. Watch the FIFA14 TV advert on YouTube. How the does the advert attract an audience?

 In the audience we immediately notice the variety of ethnic groups; this instantly reaches out to lots of consumer. They also use the celebrity, which may be seen as an idol to some viewers therefore they will copy the actions there idol does- henceforth if drakes fans see him playing FIFA14 they will also want to do so.

2.  Why is Lionel Messi driving the van?

Messi is driving the van to show he’s the main one promoting in, we can see how he’s supposedly leading the rest of the people by driving the van, this also denotes

3.  How does the TV advert feature the FIFA14 brand? Font? Slogan? Main star?

At the end they take the time to tell us when it’s out and what platforms we can play it. Also throughout the whole advert the website is at the bottom- informing the viewer where we can get more information. And at the end the slogan appears ‘we are FIFA14.                   

Why is there a combination of famous footballers, celebrities and regular people in the advert?

 So they can reach out to a combination of class’s, genders, ages, and ethnicity.

5. Watch the FIFA14 trailer on YouTube. How does it differ from the TV advert?

The trailer on YouTube is more like a virtual insight of how the game will look like when you play it, and it also highlights key features specifically in the game. This would be specifically for people who already have some sort of interest in the game. However the TV advert it targeted to attract consumers and reach out to a wider audience than the YouTube trailer.

6. Why is the trailer effective in promoting the game? Because it’s promoted through the internet which is the best way to reach out to young people which is the general target audience for the game.

E-media
1. Visit the FIFA14 website. How does it attract and maintain the interest of a FIFA14 fan?

 It gives the viewer a chance to connect and compare with other players.

2. How many 'likes' has the FIFA14 Facebook wall had? 21,343,938 

3. Choose five of the posts on the Facebook page's wall, screen grab them and explain how they appeal to the FIFA14 target audience.

4. Find three examples of celebrity/footballer promotion on the Facebook wall and write how they promote the FIFA14 brand.5.  What is the FIFA14 Twitter hash tag? A way to promote through something else.

6. What is the FIFA14 Twitter account currently tweeting about? Find three recent tweets and explain why they would appeal to the FIFA14 target audience.