Videogames advertising: Institution

Task 1: developers and publishers

Rockstar Games
Background: founded in 1998 and it's located in New York
Owner/founder: Sam Houser is president and Dan Houser is vice-president
Most successful games: Grand Theft Auto series and L.A. Noire
Interesting fact about the institution: Grand Theft Auto V generated more than $800 million in worldwide revenue

EA (Electronic Arts)
Background: founded in 1982 and it's located in California
Owner/founder: Trip Hawkins
Most successful games: Fifa, NBA Live and The Sims series
Interesting fact about the institution: In 2012, the net income for the company was $76 million 

Zynga
Background: founded in 2007 and it's located in San Francisco, California
Owner/founder: Mark Pincus
Most successful games: Farmville and Texas HoldEm Poker
Interesting fact about the institution: The revenue for Zynga in 2013 was $873.266 million

Nintendo
Background: founded in 1889 and is located in Kyoto Japan 
Owner/founder: Fusajiro Yamauchi
Most successful games: Super Mario Bros
Interesting fact about the institution: Their main rival is Sega Mega Drive

Sony Computer Entertainment
Background: founded in 1993 and it's located in Tokyo, Japan
Owner/founder: Andrew House is president
Most successful games: Gran Turismo series
Interesting fact about the institution: The company has sold over more than 400 million PlayStation consoles worldwide

Task 2: Advertising agencies

W+K Amsterdam

1. What do the letters stand for? Weiden - Kennedy Amsterdam
2. What brands have W+K Amsterdam advertised? Heineken, Powerade and Tesco mobile 
3. In your opinion, what is the most creative campaign on their website? Heineken is the most creative campaign because it uses a lot of elements of street art.
4. What videogame campaigns have they created? Fifa
5. What additional information can you find out about the FIFA 14 advertising campaign? It used pro footballers: Gareth Bale, Stephan El Shaarawy, Tim Cahill and Javier Hernandez ‘Chicharito’ and FIFA-loving celeb Drake, all getting their game on, along with everyday ‘Joes’.

Rokkan

1. How long has the Rokkan advertising agency been around for? Since 2000
2. Where is Rokkan based? New Jersey 
3. What brands have Rokkan advertised? Old El Paso and Tag Heuer
4. Why was Rokkan's campaign for the videogame 'Dishonored' so successful?
5. Who was the publisher for 'Dishonored'? Bethesda Softworks

Task 3: Regulatory bodies

PEGI

Visit the PEGI website and have a look around. 

Now click on the FAQ section of the website and answer the following questions:

1. What is PEGI and where is PEGI based? The PEGI systems provides parents and caregivers with detailed recommendations regarding the age suitability of game content in the form of age labels and content descriptors on game packages. PEGI (Pan-European Game Information) has been designed to replace existing national age rating systems with a single system that is identical throughout most of Europe
2. How does PEGI rate games? PEGI uses a combination of content declaration and game review to determine the appropriate PEGI rating for each game. Initially, the publisher of a game will complete an online declaration form that is sent to the administrator of the system. The completed form is then reviewed and used as a basis for checking the content of the game. 
3. What are the age classifications used by PEGI? The PEGI system was developed and based on existing rating systems in Europe and is supported by the majority of relevant Member State Government Agencies. A wide range of academics, consumers and other stakeholder groups have been involved in the drafting of the assessment form and the shaping of the organisation in order to meet varying cultural standards and attitudes across the member states.
4. What are the seven aspects that PEGI look for when giving a game a rating (e.g. violence)? Bad language, discrimination, fear, drugs, gambling, nudity, sex.
5. What is PEGI online? What does PEGI online regulate? PEGI Online is an addition to the PEGI system and aims to give young people in Europe improved protection against unsuitable online gaming content and to educate parents on how to ensure safe online play.

ASA

Visit the Advertising Standards Authority website and have a look around. 

Now click on the About section of the ASA website and answer the following questions:

1. What is the ASA's mission? Their mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.
2. What are the ASA's values? "Our shared values are to be:
   • Consistent and proportionate
   • Reliable and ethical
   • Fair and respectful to all
   • Accessible and helpful
   • Intelligent and thorough, but also timely and proportionate
   • Open and accountable, acting with integrity and never being afraid to admit when we’re wrong
   • An excellent team, inspiring excellence in each other"

Now click on the Rulings section of the website. This is where the ASA reports on recent complaints and whether they upheld the complaint or rejected it.

Choose one of the complaints and write the following:

1. The company that was advertising: British Sky Broadcasting 
2. Why someone complained: The complainant challenged whether the ad was misleading because they believed the number of programmes available on Sky 1 was limited.
3. Whether the complaint was upheld and why: