Case study 2: Wii Party

General research

• When was Wii Party released on the Nintendo Wii? 

Wii Party was released on October 8th 2010.

• Which developer/institution created Wii Party?

The developer was Nd cube and Nintendo SPD Group No 4, the publisher was Nintendo.

• How many copies has the game sold since release?

The game sold 7.94 million copies worldwide as of March 2012.

Broadcast

• What are the key conventions of a videogame TV advert? What would you expect to see in most videogame TV adverts?

The key conventions of a videogame tv advert are: title, platform availability, game-play, celebrities, voiceover, dramatic music, slogan,logo, age rating, characters, branding, jingle etc..

• How many of the key conventions you have listed above appear in the Wii Party TV adverts? List them with specific details from the Wii Party TV adverts.

Title, platform availability, game-play (celebrities such as Jamie Redknapp and JLS), celebrities, voiceover, , logo, age rating, characters, Nintendo Wii jingle

• What is the typical setting for Wii Party TV adverts? Why is that setting used?

In normal regular homes this is because it's easier to appeal to the target audience and to reinforce that celebrities can be normal and play videogames too. 

• How might the setting appeal to families?

It will encourage them to buy the game as it's seen to be active, fun and interactive.

• What celebrities do the adverts feature?

Ant and Dec, JLS and Jamie Redknapp.

• What do you notice about the celebrities' costume and make-up?

They're all wearing casual clothing and little make-up to emphasise the simplicity of the game.

• Why do you think those particular celebrities were chosen?

Celebrities, such as Jamie Redknapp, involve their families in the tv ad; this is significant as it appeals to families even more and convinces them to buy the game. 

• What do the celebrities suggest about the Wii Party target audience?

It's for a group of friends or family, because the more people the better and more fun the game is.

• What else can you learn about the Wii Party target audience from the TV adverts? Suggest a demographic profile: gender, age, social class etc.

The game is aimed to a more working/middle class type of class, a gender split of 70% females and 30% males because the title is pink coloured which symbolises a feminine vibe. The demographic is ABC1 and the age is between 5-40 years.

• What audience pleasures do the Wii Party TV adverts offer to viewers? Refer to Blumler and Katz's Uses and Gratifications theory when answering this question.

It creates diversion - helps people go to be entertained, it creates personal relationships  - viewers could feel connected to celebrities taking part in the advert (game-play especially). In addition, it also helps form personal identity - viewers could briefly escape reality and become inspired by the game-play footage, yet be entertained at the same time.

• What examples of branding can you find in the Wii Party TV adverts - either for the game itself or Nintendo Wii?

The Nintendo's brand traditional jingle is used at the beginning and end of each TV advert. Also, the Wii logo is displayed at the beginning of each tv ad (text-on-screen).

• Do you think the TV adverts were effective for promoting the Wii Party game?

Yes, mainly because it encourages and appeals to families to by the game. People become inspired when they see celebrities playing the game and having fun with their families and friends, as a result this ultimately leads to people being eager to buy the game. The game itself involves team working skills and to play with a group of families and friends makes the game even more fun and interesting.

Print

• Find a Wii Party review from a magazine or newspaper. What does the review suggest about the target audience for the game?

http://www.officialnintendomagazine.co.uk/20368/reviews/wii-party-review-review/ 

It implies how the game is suitable for the specific age rating as it's fun and active.

• Is the review positive or negative about the game? Copy and paste one quote from the review to support this view.

The majority of views are positive, so this indicates that the game itself is intriguing. 

• Do you think magazine reviews are effective in promoting the game to Wii Party's target audience?

Yes, because the reviews discuss general things.. such as the new updates, characters, quality of the game and it's graphics etc..

E-media

• Visit the Wii Party website. How does it attract and maintain the interest of a Wii Party fan?

It colourful, easy to access everything and has very high-quality graphics.

• What do you notice about the people in the scrolling central image featured on the website?

There are a variety of different people (age and ethnicities) playing the game together, in what seems to be the same house.

• How many times can you find the words 'friends' or 'family' used on the official website? Why do you think the website emphasises this aspect of the game?

It appears many times; this is used to reinforce how the game is targeted at a large scale and variety of people.

• What is the colour scheme for the website? What does this suggest about the target audience?

It's mainly pink, with a touch of multi-coloured. This emphasises how the game is targeted at the female audience more.

• Look at the 'Video Gallery' on the official website. What do the 'Invitation' videos suggest about the Wii Party target audience?

You can check out other Wii parties and check out other people's gaming footage to gain a clearer understanding.

• How many 'likes' has the Wii Party/Wii Party U Facebook wall had?

11224 likes.

• How does the Wii Party Facebook wall cross-promote other Nintendo games? Find three examples and explain why they appeal to the Wii Party target audience.

It discusses the new updates available and gaming footage as well.

• Wii Party does not have such a strong presence on other social networking sites. Why do you think this is?

Other gaming companies have a better competitive advantage, such as EA, because these new games are appealing and have become the new trend.

• Which platform do you think is strongest in promoting Wii Party to its target audience - broadcast, print or e-media? Why?

Broadcast, this is because you can gain a clearer understanding and perception of the game and because the game is a moving image.. so this appeals to the people more and so print isn't that crucial in promoting the game as much as broadcast.