video games - assassin's creed

• published by Ubisoft

• encompasses 12 incarnations of the game + spin offs

• action adventure, open world game

• third person

• each game is set in a different historical setting with a new story and time period

155 million units sold

• relatively new media form

• rapid growth since the 1970s

• fast paced industry

• culturally significant in Japan, Europe, and the USA

• the release of new gaming technology or games can be major economic events

• in 2021 the value of the global video games industry was estimated to be $138.4 billion, mobile gaming is the fastest growing area

• production techniques have evolved and become more innovative as the industry has become more competitive and the demand has increased.

• being part of a franchise is a production model that both increases economic validity and establishes a brand identity for the audience.

• more complex gameplay, highly developed graphics, advanced CGI.

• Assassin’s creed games re part of a multinational development which is typical of game production in larger studios like ubisoft

• video games develop and expand to reflect advances in technology, the release of Assassins creed 3: Liberation on PS Vita was to tap into the increasing popularity of mobile gaming.

• the release of this game could be seen as an attempt to bring high game production values to mobile gaming.

• Assassin’s creed Valhalla was released in 2020 to coincide with the launch of new consoles including the PlayStation 5 and Xbox series X

• newer games in the franchise have introduced cross-generational gaming enabling data to be transferred from earlier generation consoles and cross-play progression carrying progress between different platforms

• Assassin’s Creed Odyssey offered a more immersive experience for players than previous games

• Assassin’s Creed Infinity will be a fully live service game which would expand the franchise and enable the games to time jump and include multiple historical settings instead of the single setting of existing games. this also ensures the longevity of the franchise and the ability to add new content rather than launching an entirely new game

• differs around the world but is becoming standardised across many European countries.

• Until July 2012 in the UK, video games were regulated by the BBFC, they’re now regulated by the Video Standards Council applying the PEGI system.

• protects children across Europe

• includes age ratings and visual descriptors of content

• Assassins creed 3: liberation is a handheld game that could be linked to the full PS3 console version of the game - owning both versions unlocks additional game content.

• the use of convergence has developed further across the most recent games in the franchise. this is significant in terms of promotion/marketing and circulation and facilitates the development and re-release of games incorporating more complex elements.

• the convergence between social media platforms promotes gamer engagement and identification with the game across the fan community.

• digital convergence is important to Ubisoft as an individual producer in a competitive market, it also benefits fans as individual producers of game content (end of audience theory, fandom theory)

• risks include piracy and leaked content

Video game regulation is hard to monitor as there is no way to ethically regulate people in their own homes. Video games are age-rated by PEGI however this cannot be enforced strongly, especially with the digital purchasing of games.

• the video games industry is designed to make a profit, they operate in a competitive market. One of the ways they minimise risk is through genre-formatting, this is evident in the Assassins creed franchise. the marketing of a new game uses audience recognition of the game and brand as part of the franchise and audiences know what to expect

• the sequel formula of the franchise model gives audiences clues to what to expect, but enough differences through themes and setting to ensure anticipation and buzz around the launch of a new game.

• He also argued that the largest companies operate across a number of different cultural industries, the video games industry is dominated by large multi-national conglomerates. Ubisoft is the 5th largest video game company but is now also in competition with tech companies including facebook, google, and amazon who have recently become major playors in the games industry backed by huge financial reserves

female protagonists in later games

• the brand identity of assassins creed is a key strategy for targeting audiences, a fan community already exists and gaming audiences have a preconceived idea of what to expect from a game in this franchise. this will be used in the marketing of a new game

• games are distributed across a range of different media platforms which facilitate the targeting of diverse audiences.

• attract audiences by creating a sense of identity (gauntlett) through identification with characters in the game or interacting with online fan communities

• producers construct audiences through the decisions they make about characters, narratives, and gameplay.

• the assassins creed franchise have broadened their appeal by including female protagonists and different historical settings

• the distribution of games in the franchise across different platforms is a strategy to increase audience consumption, this might also be an attempt to draw gamers from different platforms to purchase additional hardware and adopt new gaming habits.

• gamers might be encouraged to have a more complete or satisfying experience by using a range of interlinked products that offer exclusive downloadable content. this is made possible through convergent technology.

• the franchise has a well established fan community enhanced by digital convergent platforms facilitating interaction and responses to the game to be shared. fans can play a role in the future development of the franchise.

• the unique interactive and escapist experience influences interpretations as gamers are part of a fan community made up of participants from diverse social and cultural backgrounds.

• players can also make choices by selecting things that reflect their identity, for example, players can pick a female avatar or choose for the game to take part in a chosen historical setting that they are interested in.

• several of the games are rated 18 by PEGI due to their violent content

• some audiences may imitate the behaviours seen in the game

• video games offer social experiences (online multiplayer options) as well as communities outside of the core game experience.

• fans may be passionate exponents of the game

• the harshest critics can often impact the development of games directly

• the developments in video games technology have expanded the ways in which fans can interact with games producers and the fan community, creating a participatory culture.

• video games are interactive, enabling fans to construct their identities through the participatory online experience and the role playing environment.