ea female gaming presentation
DESCRIPTION
Consumer Culture and Behaviour assignment presentation.TRANSCRIPT
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Welcome
Wildfire Marketing
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Objectives
Analyse EA’s target markets To carry out primary research into the female
gaming market To gain insight on the female gamers
segment to enable EA to target them more efficiently
Provide advertising and marketing strategies suited to targeting this segment
To strengthen the belief that mobile gaming for women is convenient and a good use of time.
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Electronic Arts
EA is a major developer, marketer and publisher
No.1 publisher in western markets with 16% segment share
The only console game that EA offers that women think could target them is The Sims
Second-largest social games company on Facebook
http://www.youtube.com/watch?v=vJ7xkDAqklw
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Consumer Profile
Arnould, Price and Zinkhan (2004) Profile of the target audience-
demographic/psyschographic Day in the life to reflect this
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Consumer profile
Women Age 18 – 25 Busy student life, with little time and
money Sociable Live away from home
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Day in the life
Woke up to alarm at 7am Snooze, snooze, snooze Oh no! It’s 8am, 20 minutes to get
ready! Shower, put face on, print off essay Hair got priority over breakfast! Just made the bus, had to stand up.
Sore legs, frizzy hair, empty tummy!
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Five hours of boring lectures zzzzzzzz! Travel back on bus, check Facebook
and play a quick game of Angry Birds! Back at the flat at 5pm and make some
food Now it’s time to relax!
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The meaning of things
Csikszentmihalyi & Rochberg-Halton, 1981
An insight into consumers by analysing the possessions that have high emotional value to them
People invest emotional value into objects, which often relates to memories or values which are specific to the individual
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The meaning of things
Favourite room- bedroom Atmosphere- cosy and warm Objects- teddy, photos, food, phone Memories, people, comfort, security Focus on themselves and the present
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Motivational Research Ernest Dichter Research to understand the underlining
meanings behind behavior and product use.
This enables us to structure our marketing, tailored for the specific target segment.
Questionnaire regarding the female gamers.
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Motivational Research
Memories- Spyro, Mario, Sonic, Crash Bandicoot, Rayman
Play games for enjoyment Multiple use devices-phones and
laptops
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ZMET Zaltman Metaphor Elicitation Technique Gerald Zaltman & Joseph C. Wilson To develop creative strategic solutions to
marketing problems managers need guided by effective models and theories
Includes using visual images gathered by consumers to create metaphors which represent consumers’ feelings and emotions towards a subject
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ZMET
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TRA Theory of Reasoned Action Martin Fishbein and Icek Ajzen Predictions of behaviors and intentions Suggests that a person's behavioural
intention depends on their attitude about the behaviour and subjective norms
Measures a person's relative strength of intention to perform a behaviour
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TRA results- Salient beliefs Salient BeliefsPlay video games …
Belief strength (bi) Evaluation score (ei)
Product (biei)
is expensive 6 4 24
is a sociable activity
5 6 30
is competitive 5 5 25
helps me feel a sense of achievement
4 6 24
provides an escape from daily life
5 5 25
is a good use of time
2 6 12
on the go is useful 5 6 30
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Salient Referents
Salient Referents Belief strength (bi) Motivation to comply (mi)
Product (bimi)
Boyfriend 4 3 12
Mother 4 3 12
Father 4 3 12
Brother 4 1 4
Sister 3 2 6
Friends 4 3 12
Flatmates 5 3 15
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Data to insight Data- students are lazy, stressed and
have low disposable income Theme- want games as escapism but
won’t buy a console Insight- games are a cheap way to
escape from daily stresses
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ELM
Elaboration likelihood model Model of how attitudes are formed and
changed The ELM distinguishes between two
routes to persuasion: the "central route” and the "peripheral route"
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Central messages Strong messages:Poster: Woman trying to fit an x-box into handbag and failing, sees
another woman putting her phone into her bag. Smart phones are just as powerful as computers nowadays.
TV advert: Its been scientifically proven that gaming helps de-stress, help
remove the memory of trauma and increase brain power (expert from oxford university research study). Less stress = Less wrinkles.
Billboard: Gender role reversal. Man with face pack and woman really
into a game. Fact- 38% of all game players are women
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53% of all mobile gamers are now women
Don’t get left behind…
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Peripheral Messages
Weak messagesTV adverts: Montage of Rihanna during her busy day, playing on
her phone at any chance she can get.
Young woman gets home from uni and starts playing on her phone in the living room, walls collapse and room turns into a tropical paradise
Magazine advert: The cheaper way to escape- shows prices of holidays
and then price of game app laid out like a holiday ad
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7 day trip to the Caribbean?
£1,500
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Spa day?
£150
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An escape to a virtual world?
£1.99
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Facts on mobile gaming – why will this work?
Mobile entertainment industry was worth $33 billion in 2010.
By 2015, this industry is expected to be worth $54 billion!
53% of mobile gamers are now female 84% of tablet owners play games – 68% of these play
at least one hour a day 58% of most popular developers are making multiple
platform apps. A new survey shows a third of all mobile phone users
in the UK and USA have played a game in the past month.
sourced by: www.redmondpie.com
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Conclusions
We want to strengthen the belief that gaming can be used as escapism, rather than out of boredom or to be social
EA needs to increase games for phones and laptops, along with marketing
Create new replicas of old games to play on phones and laptops to create nostalgia