Audience and Identity

 MOTIVATION MODEL                                                                                                                            

1. Action - Limited time events / scorpions

2. Social - The ability to invite friends to your island (pandemic)

3. Mastery - Best island, most money

4. Achievement - Unlocking new areas and items

5. Immersion - Being able to immerse into the animal crossing world (pandemic)

6. Creativity - Creating your own island layout, house

                                                                                                                                                                       

MAINTAINING AUDIENCES                                                                                                                  

  • Friendly appeal, widens the variety of people who enjoy the game
  • DLC's
  • Add more games in the franchise (repeat IP's)
  • Age ratings
  • Merchandise
  • Events/updates
  • Multiplayer
  • Adverts
independent games can afford to target niche audiences. (cost less - less risk)

AGE RATINGS   ------------------------------------------------------------------------------------------------------
  • Regulated by PEGI
  • Low age rating = more appeal
  • Animal crossing rated 3: Has an online warning.
Types Of Player -------------------------------------------------------------------------------------------------------
  • casual - don't play much, typically mobile games
  • core - regularly play, but aren't serious or competitive
  • hardcore - high end equipment, play often and competitively
Animal crossing targets all three types.
Nintendo's intended audience = casual

Casual:
  • switch design, short play sessions on commute
  • game is in real time, forces shorter play session
Core:
  • time travelling feature quickens game time.
  • cheating? or catering to players
Hardcore:
  • pandemic accelerated user behavior
  • online competition for islands
  • prosumers
  • certain villagers are more sought out for.
  • creativity - island designs
Marketing
  • Nintendo don't go to any conventions to avoid competition, so stream their game trailers on YouTube (Nintendo direct)
  • word of mouth/prosumer content
  • synergy with other products after release (monopoly, smash bros, Lego)
  • free patches (small updates keep players returning)
  • paid DLC (happy home designer)
  • people return for the free update, then pay for the DLC.
Hardcore fans are frustrated as updates have stopped.

Caged 
  • character creation menu lets players express themselves
  • expression of the player's ideal self
Animal Crossing Grandma
  • 87 year old putting 3500 hours into game proves that the game is for everyone
  • Nintendo send a switch - 20m views (cheaper marketing)
  • character named after her - merchandise made for extra money.

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