culture case study: video gamers
DESCRIPTION
Insights into video gamer sub-cultures, with a focus on Sydney-based DOTA 2 guild DYRM.TRANSCRIPT
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?