Market & Audience Research
My game has been designed around a very balanced audience from the start, aiming to appeal to all types of people (Unless you have Ichthyophobia, in which case this game would be terrifying). The current market facilitates this open-armed approach with the gamer demographic being more diverse as it’s ever been;
The gender-ratio remains around 50/50 throughout the market, alleviating any such need to appeal to a particular sex, as it’s clear from our data that males/females are already enjoying and buying whats in store. Our research also concluded that the age-range of gamers has also expanded dramatically, so creating a trailer/game that appeals to as many of these ages as possible gives me the best chance of boosting sale numbers.
Investigations into the current market is a logical step when considering production, as it’s important to discover wether or not your game is in demand.
The current media market (Games, Movies, TV shows) are currently brimming with remakes and reboots of older titles. This current trend works out perfectly for me, since my game is based of the movie of the name, JAWS from 1975. The familiar and iconic title should be immediately familiar to most people, and with the film being as successful as it was, I feel this will further boost the general positivity towards my game and/or trailer.
If you produce a product that you already know is in high demand, and peoples reactions to similar/related products has been positive, you can guess that its safe to release your product.
However, to be more specific, my game is part of a sub-genre that has never been fully explored, and that genre is Underwater Exploration. During my research I came across a game Subnautica, a game which relies in the same premise as my own. It was nice to see that this game has been widely successful and that demand for such a game exists.
Production Research & Required Resources
Production research is essential when creating a product. Production research helps you to identify what resources you will need to launch the eventual product and whether your product would be profitable within the current market.
Due to the nature of my project, I don’t necessarily demand any complex equipment such as that of green screens, lighting set-ups or recording studios. For the most part, the live-action portion of my trailer can be reordered indoors, within Plymouth Aquarium.
Filming in this particular location poses problems such as transport and peak times. To avoid getting in anyone’s way, I shall visit during the week, and during the Aquarium’s least popular time and day. After a brief search I found that the least popular time at the Aquarium is Monday.
I plan on using a camera that can record in at least 1080p mounted to a tripod, for stability. The college has these in store and I shall film my subsequent footage with one such as this:
This is a Go-Pro 3+, the same model I have acquired from the college. I do require at least one scene filmed out at sea and underwater, which is why this Go-Pro has a waterproof casing. This Go-Pro is capable of recording a 1080p at 30 FPS, the ideal resolution and frame rate for my trailer/animation.
As far as software is concerned, I require Adobe After effects for animating and Paint.net for asset creation, the latter being freeware, and the former being available for a month-free trial period, enough time for me to complete and submit my animation.
Rationale & Strategy
Based on all my accumulated research, I’ve been able to come up with a marketing strategy that should be widely effective and suitable for my game trailer;
The simple name or title of my game should be enough for initial peak interests, due to it being connected to a highly successful and well-known film series. Gaining that first interest in your product is key to ensure any future marketing success.
The main portion of my marketing strategy will consist of my trailer, being suitable and available for viewing on Youtube, Facebook and Twitter. Social media (specifically Facebook) is an extremely powerful tool when it comes advertising, as it is able to fine-tune what individuals see through their search patterns and interests, ensuring that the right kind of person (my target audience) is exposed to my product.
Using Youtube has it’s advantages as it’s able to be directly shown from Facebook and Twitter, and it’s also realativly cheeper to upload and get out there, as opposed to a TV advert of a large poster campaign.
I plan to produce and release my trailer in a format that is suitable for a youtube trailer, and this means taking a few variables into account. The first issue is what parameters Youtube has for it’s adverts. At present, youtube limits the maximum resolution of adverts to 1080p, and the maximum frame-rate to 30. The length of the ad also affects weather or not the ad is ‘skippable’, and this parameter varies for different regions.
These parameters are widely acceptable in most cases, and I aim to produce my animation to fit within these quality standards.
My trailer and game is aimed toward all ages, therefore providing me with consumer base. My trailer has to reflect this aspect of my product, and also appear suitable for all ages, presenting appealing colourful visuals and the emergence of a compelling game world that people will want to experience.
In conclusion I’ve geared my trailer to appeal to all ages, providing clean visuals and a mysterious narrative, features that I think will be popular with a wide range of people, thus boosting the size of my potential audience.