culture case study: video gamers

Culture study: video gamers

Developed by Sarah Creelman (1118-4470) and

Sarah Gillham (9906-8645)

57025 Intercultural and International Communication

THE brief

•  Better understand a community or culture that is not your own

•  Identify the unique concept notes and signifiers that are common to members of this community

•  Provide analysis •  Reflect on the learning experience,

offering recommendations for a communications strategy

GAMER

nerd

geek

basement

Anti-social

single

addicted

loner

Living in a fantasy world

angry

Predominantly male

Living at mum and dad’s house

unhealthy

Gamer stereotypes

Source: MUD2MMO : Gamer Stereotypes https://www.youtube.com/watch?v=r12L6Go2oZs

It’s time for a reality check

Source: Digital Australia Report 2012 Interactive Gaming and Entertainment Association (iGEA)

CASE STUDY: DOTA 2 GUILD

Source: The Noobs Guide to DOTA 2 (IGN) https://www.youtube.com/watch?v=_pisCoC6fDU

Who we spoke to…

Zorine Chris David

DYRM

The beginnings

•  All identify as gamers from a young age

•  Played a variety of games before playing DOTA 2

•  Connected through broader gaming community

Source: The Noobs Guide to Dota 2 (IGN) https://www.youtube.com/watch?v=_pisCoC6fDU

Community: An academic definition

Peck (1987) identifies characteristics of community generally as comprising of

‘inclusivity, commitment, contemplation, consensus and graceful fighting’.

What connects DYRM today

•  Connections are strong both online and offline

•  Social capital built through gaming experience and achievement – continuing to grow

•  Tech trends – multiplayer, experience sharing

Speaking geek – community concept notes

Source: South Park Make Love Not Warcraft R Tard https://www.youtube.com/watch?v=CQTl2kN160g

Geek speak

omg

MOBA

feeder

Smack talk

Level up

quest

clan

n00b

GTFO + L2P!

gamertag

trolling

avatar

pro

guild

Joining the clan

•  Skill and achievement based community •  Access determined by capabilities •  ….but membership is reflective of real

world friendships •  Curated entry – it’s who you know AND

what you know

How do you connect with gamers?

•  Start a genuine conversation – on gamer terms

•  Brands and orgs are already working (some successfully!) to connect with gamers: –  SIMs case study – good –  Medal of Honor case study –

bad –  Australian defence forces –

getting in the game

reflection

“Research consistently shows that activation of a stereotype can influence behavior, typically resulting in an increase in stereotype-consistent behavior, even when the stereotype and related behavior are somewhat negative” –  (Campbell and Mohr 2011).

What next for gamers?

•  Gaming is becoming more accessible – Tablets, PCs, smartphones, consoles

•  More people are “gamers” than ever before

•  Tech innovation – PS4 share button •  Future of online gaming communities is

bright!

Think again – this is the real gamer

Gamer 2.0 friendly normal

social passionate

competitive

balanced

Guys AND girls

connected creative

Employed!

grown up

Thank you Any questions?