Misplaced Pages

#771228

153-605: Personal Audio Pty Ltd, incorporated on 1 March 2007, is a provider of 3D audio technology solutions applied into video games , music listening and VOIP telecommunications. The company focuses principally on solutions that are complementary to existing technologies and leverages off the research originally carried out at the Auditory Neuroscience Laboratory at the University of Sydney , Australia . The company has received seed investment from Allen and Buckeridge and

306-805: A display device , most commonly shown in a video format on a television set , computer monitor , flat-panel display or touchscreen on handheld devices , or a virtual reality headset . These games are addictive and can lead to the release of dopamine in the addict's synapses. Most modern video games are audiovisual , with audio complement delivered through speakers or headphones , and sometimes also with other types of sensory feedback (e.g., haptic technology that provides tactile sensations). Some video games also allow microphone and webcam inputs for in-game chatting and livestreaming . Video games are typically categorized according to their hardware platform , which traditionally includes arcade video games , console games , and computer (PC) games ;

459-457: A teletype printer , audio speaker , or similar device. This also distinguished from many handheld electronic games like Merlin which commonly used LED lights for indicators but did not use these in combination for imaging purposes. "Computer game" may also be used as a descriptor, as all these types of games essentially require the use of a computer processor, and in some cases, it is used interchangeably with "video game". Particularly in

612-544: A DEC PDP-1 computer in 1962. Each game has different means of display: NIMROD has a panel of lights to play the game of Nim , OXO has a graphical display to play tic-tac-toe, Tennis for Two has an oscilloscope to display a side view of a tennis court, and Spacewar! has the DEC PDP-1's vector display to have two spaceships battle each other. These inventions laid the foundation for modern video games. In 1966, while working at Sanders Associates , Ralph H. Baer devised

765-463: A TV advertisement for toys. The child then shares this information with their parent, the target market, who will be influenced to go purchase the toy. A target market is a selected group of consumers who share common needs or characteristics. Often these characteristics can be segmented into four different marketing groups, geographic, demographic, psychographic or behavioral (Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G., 2013). Once

918-411: A business decides to aim its marketing and advertising strategies at in order to sell a product or service. Defining a 'target market' is the first stage in the marketing strategy of a business, and is a process of market segmentation. Market segmentation can be defined as the division of a market into its select groups, based on a variety of factors such as needs, characteristics and behaviours, so that

1071-444: A business must examine consumer behavior trends. Behavioral trends could include online purchasing instead of in-store purchasing, or modern consumers purchasing a new smartphone annually. They should then select a segment of consumers whose behavior aligns with the functionality and purpose of the product to be the intended audience for a marketing campaign. Target consumers can be identified by businesses as they will indicate that there

1224-404: A business when it is planning a marketing campaign, as the information that the business gathers will determine what the most profitable target market for the campaign is, and how to reach this market. The business must also look to their competitors to see what processes they are currently taking to try and solve the problem, and which consumers they are targeting (Sherlock, 2014). This will allow

1377-468: A business would use quantitative methods of data collection. This tiny method will provide a statistical approach to identifying the target audience. Psychographics is the use of sociological, psychological and anthropological factors, as well as consumer behavior, style of living and self-concept to determine how different market segment groups make decisions about a philosophy, person or product (Weinstein, 2014). Psychographic information can be utilized by

1530-454: A city or area with a heavy drinking culture will encounter high liquor sales, whereas a city or area with a minimal drinking culture will experience low liquor sales. Each country has consumers of the same demographic, but due to the cultural influence of the geographical area, their purchase decisions are different. A basic example of a consumer profile is: males aged 35–40 who live in the US and have

1683-437: A combination of the limitations of the game platform and display device and the program efficiency of the game itself. The game's output can range from fixed displays using LED or LCD elements, text-based games , two-dimensional and three-dimensional graphics, and augmented reality displays. The game's graphics are often accompanied by sound produced by internal speakers on the game platform or external speakers attached to

SECTION 10

#1732844130772

1836-411: A company has defined their target market, they will aim their products, services and marketing activities towards these consumers in a way that will hopefully persuade them to purchase the product or service (Kotler, et al., 2013). The impact of this will result in either a gratifying or deficient marketing strategy. Reaching a target audience is a staged process, started by the selection of the sector of

1989-407: A consumer's web history, tracking them online to see exactly which websites they have visited. The marketer then has a second chance to show the consumer a related product from a previously visited website, which the consumer had turned down earlier (Libert, Grande, & Asch, 2015). Social media such as Twitter, Snapchat discover, Instagram, YouTube and Facebook allow two-way communication between

2142-593: A customer is often determined by purchasing behavior and product preference (Lin, 2002, p. 250). This gives marketers an understanding of what type of lifestyle consumers live. A lifestyle is defined with three main sections: activities, interests, and opinions (AIO). If a marketer can conduct lifestyle research through previous purchasing behavior it gives an excellent understanding of AIOs enabling target audiences to be effectively determined (Hoyer, Macinnis, & Pieters, 2013, p. 401-403). Two key marketing terms are target audience and target market. Distinguishing

2295-445: A developer's programming language of choice, or they may opt to also use game development kits that minimize the amount of direct programming they have to do but can also limit the amount of customization they can add into a game. Like all software, video games usually undergo quality testing before release to assure there are no bugs or glitches in the product, though frequently developers will release patches and updates . With

2448-414: A fictional piece of technology from Star Trek , arguing for the video game as a medium in which the player is allowed to become another person, and to act out in another world. This image of video games received early widespread popular support, and forms the basis of films such as Tron , eXistenZ and The Last Starfighter . Ludologists break sharply and radically from this idea. They argue that

2601-567: A form of direct marketing. Using these direct forms of communication, customers of the product or service will receive personal, efficient and easily accessed information on the product. This could influence the customer to purchase the product or service. This is arguably the most straightforward and direct process for reaching the appropriate target audience (Evans, O'Malley & Patterson, 1995). Marketing communications channels have undergone huge changes, shifting away from traditional mass-market type advertisements such as television and radio. This

2754-432: A game following its initial release. Several games offer players the ability to create user-generated content to share with others to play. Other games, mostly those on personal computers, can be extended with user-created modifications or mods that alter or add onto the game; these often are unofficial and were developed by players from reverse engineering of the game, but other games provide official support for modding

2907-418: A large effect on preferences for cars, clothes, home furnishings, leisure activities, reading habits, and retailers (Kotler et al., 2014). Consumers are divided by their knowledge, attitudes, and use of, or response to, the product (Kotler et al., 2014). Marketers can group buyers according to the occasion when they made the purchase or used the product. For example, Kotler et al. (2014) suggests that air travel

3060-415: A letter dated July 10, 1972. In the letter, Bushnell uses the term "video game" twice. Per video game historian Keith Smith, the sudden appearance suggested that the term had been proposed and readily adopted by those in the field. Around March 1973, Ed Adlum, who ran Cashbox ' s coin-operated section until 1972 and then later founded RePlay Magazine , covering the coin-op amusement field, in 1975, used

3213-504: A limited number of platforms, and exclusivity to a platform or brand is used by platform holders as a competitive edge in the video game market. However, games may be developed for alternative platforms than intended, which are described as ports or conversions. These also may be remasters - where most of the original game's source code is reused and art assets, models, and game levels are updated for modern systems – and remakes, where in addition to asset improvements, significant reworking of

SECTION 20

#1732844130772

3366-430: A market is targeted by business strategies, whilst advertisements and media, such as television shows, music and print media, are more effectively used to appeal to a target audience. A potential strategy to appeal to a target audience would be advertising toys during the morning children's TV programs, rather than during the evening news broadcast. A target market is a select group of potential or current consumers, which

3519-432: A minimum age is used by nearly all systems, along with additional descriptors to identify specific content that players and parents should be aware of. The regulations vary from country to country but generally are voluntary systems upheld by vendor practices, with penalty and fines issued by the ratings body on the video game publisher for misuse of the ratings. Among the major content rating systems include: Additionally,

3672-551: A platform, the hardware which contains computing elements, to process player interaction from some type of input device and displays the results to a video output display. Video games require a platform, a specific combination of electronic components or computer hardware and associated software , to operate. The term system is also commonly used. These platforms may include multiple brandsheld by platform holders , such as Nintendo or Sony, seeking to gain larger market shares. Games are typically designed to be played on one or

3825-414: A problem could be a lack of cheap air-conditioning units on the market. If a business enters the air-conditioning unit market selling their units at a low price, consumers who couldn't afford the other air-conditioning units will see this as a solution to the problem and will purchase the new units. The problem that the business solves can be identified by searching for similar businesses or business ideas. If

3978-464: A relatively recent development in the humanities. The two most visible schools in this emerging field are ludology and narratology . Narrativists approach video games in the context of what Janet Murray calls "Cyberdrama". That is to say, their major concern is with video games as a storytelling medium, one that arises out of interactive fiction . Murray puts video games in the context of the Holodeck ,

4131-577: A return on investment (Cahill, 1997, p. 10-11). To effectively determine the brand's target audience, marketing managers should consider the three main general aspects of target audience grouping: demographics, psychographics and consumer lifestyle (Percy, Rossiter, & Elliott, 2001, p. 65). To determine the target audience, the business must first identify what problem their product or service solves, or what need or want it fulfills (Sherlock, 2014). The problem must be one that consumers are aware of and thus will be interested in solving. For example,

4284-423: A select group of individuals. The effectiveness of a target audience campaign is dependent on how well the company knows their market; this can include details such as behaviours, incentives, cultural differences and societal expectations. Failure to identify these trends can lead to campaigns being targeted at the wrong audiences, and ultimately a loss of money or no change at all. An example of this type of failure

4437-455: A service . Today, video game development requires numerous interdisciplinary skills, vision , teamwork , and liaisons between different parties, including developers , publishers , distributors , retailers , hardware manufacturers, and other marketers, to successfully bring a game to its consumers. As of 2020 , the global video game market had estimated annual revenues of US$ 159 billion across hardware, software, and services, which

4590-590: A similar version running in a smaller coin-operated arcade cabinet using a less expensive computer. This was released as Computer Space , the first arcade video game , in 1971. Bushnell and Dabney went on to form Atari, Inc. , and with Allan Alcorn , created their second arcade game in 1972, the hit ping pong -style Pong , which was directly inspired by the table tennis game on the Odyssey. Sanders and Magnavox sued Atari for infringement of Baer's patents, but Atari settled out of court, paying for perpetual rights to

4743-423: A simpler target market strategy. Following through a media plan requires attention at every stage, and requires a range of factors to be considered. In order, these include: Each of these sections goes into even more detail, such as media units, which includes such minute details as the length of a broadcast commercial or the size of a print advertisement. A thoroughly followed, planned and implemented media plan

Personal Audio (3D audio company) - Misplaced Pages Continue

4896-452: A small percentage of the market but account for a high percentage of total consumption. Loyalty status can prove to be very significant to a marketer's product or service. Kotler et al., (2014) expresses, a reason for increasing customer loyalty is that "loyal customers are pricing insensitive compared to brand-shifting ideas." To understand the effects of marketing on audience improvement, the basic marketing principles need to be outlined, and

5049-420: A strategic plan need to use target marketing in their decisions (Dibb & Simkin 1998). Target marketing is also part of the segmentation process, where groups who share the same needs and wants are segmented into specific categories. According to Dibb and Simkin, (1998) the final process of target marketing is the design of marketing mix programme. The marketing mix tools are made up of four broad groups known as

5202-515: A system to play a basic table tennis game on a television screen. With the company's approval, Baer created the prototype known as the "Brown Box." Sanders patented Baer’s innovations and licensed them to Magnavox , which commercialized the technology as the first home video game console , the Magnavox Odyssey , released in 1972. Separately, Nolan Bushnell and Ted Dabney , inspired by seeing Spacewar! running at Stanford University , devised

5355-813: A university-level education (demographic), are a sociable extrovert from a top-middle economic class and live an active lifestyle (psychographic), lives in Nashville, Tennessee (geographic) and makes small and frequent purchases without considering the product's brand (behavioural). This profile will allow the business to tailor their marketing campaign to attract specific consumers. There are many methods of demographic, psychographic, geographic and behavioral data collection. There are quantitative methods, being statistical processes such as surveys and questionnaires, and qualitative methods, being in-depth approaches such as focus groups or comprehensive interviews (Dudley et al. 2014). The different aspects of consumers are all essential to

5508-424: A video game are primarily determined by the underlying set of rules, demands, and expectations imposed on the player. While many games rely on emergent principles , video games commonly present simulated story worlds where emergent behavior occurs within the context of the game. The term "emergent narrative" has been used to describe how, in a simulated environment, storyline can be created simply by "what happens to

5661-412: A video game is first and foremost a game, which must be understood in terms of its rules, interface, and the concept of play that it deploys. Espen J. Aarseth argues that, although games certainly have plots, characters, and aspects of traditional narratives, these aspects are incidental to gameplay. For example, Aarseth is critical of the widespread attention that narrativists have given to the heroine of

5814-457: A way to distinguish them from console games , arcade games , or mobile games . Other terms such as "television game", "telegame", or "TV game" had been used in the 1970s and early 1980s, particularly for home gaming consoles that rely on connection to a television set . However, these terms were also used interchangeably with "video game" in the 1970s, primarily due to "video" and "television" being synonymous. In Japan , where consoles like

5967-552: A whole, media officials, or a variety of other groups" (Tambien, E., n.d.). Tom Duncan, author of The Principles of Advertising and IMC, and founder of the Integrated Marketing Communication (IMC) graduate program at the University of Colorado, defines target audience as "a group that has significant potential to respond positively to a brand message" (Northwestern University., n.d.) (Duncan, T., 2005). This 'group'

6120-411: A word from Billboard ' s description of movie jukeboxes, Adlum started to refer to this new breed of amusement machine as 'video games.' The phrase stuck." Adlum explained in 1985 that up until the early 1970s, amusement arcades typically had non-video arcade games such as pinball machines and electro-mechanical games . With the arrival of video games in arcades during the early 1970s, there

6273-429: Is a "market coverage strategy in which a company goes after a large share of one or a few sub-markets (Kotler, et al., 2013)." This strategy enables companies to create a strong market position without mass production, distribution or advertising. This strategy is usually beneficial as it does not involve a lot of competition. A business is able to gain greater knowledge of their distinct segment, as they are more focused on

Personal Audio (3D audio company) - Misplaced Pages Continue

6426-783: Is a demand for the product by their behavioral signals (Dowhan, 2013). Their interests, hobbies and past purchase activity provide a platform on which the business can base their marketing campaign (Dowhan, 2013). Geographic information is essentially where the customer is located and is vital to the business when they are determining their target audience. This is because customers located in different geographic areas are going to encounter different things that influence their purchase decisions (Kahie, 1986). These can be any number of things, including resources, cultures, and climates, which can cause their behavior, psychographic information and influences to differ with those who are in same demographic but are geographically distant (Kahie, 1986). For example,

6579-408: Is a strategy used to capture a whole audience, rather than focusing on the differences in segmented markets. A business will typically design one product line and focus on what consumer demands are most frequent, in order to create a marketing program that will appeal to the greatest amount of purchases. This strategy commonly uses mass distribution and advertising to help create an admirable product and

6732-431: Is a video game "appears highly eclectic and diverse". The gameplay experience varies radically between video games, but many common elements exist. Most games will launch into a title screen and give the player a chance to review options such as the number of players before starting a game. Most games are divided into levels which the player must work the avatar through, scoring points , collecting power-ups to boost

6885-416: Is also a way the business can stand out against its competitors (Kotler, et al., 2013). Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromarketing/ nichemarketing. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after

7038-479: Is due to advancements in technology and the Internet era developing brand new communication channels such as web advertising, social media and blogs (Bruhn, Schoenmueller, & Schäfer, 2012, p. 770-772 ). Many businesses such as Coca-Cola are engaging with their target audience through these modern media channels, opening up a two-way communication from brand to consumer and consumer to brand. This approach generates

7191-443: Is effective in generating brand awareness, in today's market more and more consumers are online, engaged in more than one media channel at a time. Traditional media cannot target this consumer effectively where an omni-channel marketing approach is needed (Brynjolfsson, 2013). Traditional media is considered expensive for smaller businesses with limited ability to market to the intended target audience; this mass marketing approach serves

7344-435: Is essential to become familiar with your target market; their habits, behaviors, likes, and dislikes. Markets differ in size, assortment, geographic scale, locality, types of communities, and in the different types of merchandise sold. Because of the many variations included in a market it is essential, since you cannot accommodate everyone's preferences, to know exactly who you are marketing to. To better become acquainted with

7497-459: Is frequently a cross-disciplinary field. Video game developers , as employees within this industry are commonly referred to, primarily include programmers and graphic designers . Over the years, this has expanded to include almost every type of skill that one might see prevalent in the creation of any movie or television program, including sound designers , musicians, and other technicians; as well as skills that are specific to video games, such as

7650-421: Is from 1947—a " cathode-ray tube amusement device " was filed for a patent on 25 January 1947, by Thomas T. Goldsmith Jr. and Estle Ray Mann, and issued on 14 December 1948, as U.S. Patent 2455992. Inspired by radar display technology, it consists of an analog device allowing a user to control the parabolic arc of a dot on the screen to simulate a missile being fired at targets, which are paper drawings fixed to

7803-448: Is generated by occasions relative to business, vacation, or family. Another way marketers can group buyers using behavioral variables is user status and usage rate. They can be segmented into nonusers, former users, potential users, first-time users and regular users of a product, (Kotler et al., 2014). Usage rate is the segmentation into light, medium and heavy product users. According to Kotler, et al., (2014) heavy product users are usually

SECTION 50

#1732844130772

7956-529: Is headquartered in Sydney. Their first product, MyEars, launched in beta test on 14 July 2010, is a web based audio profiling service that creates 7.1 surround sound over headphones that is individualised to the listener. The 3D audio effect rendering process is quite standard; however, the profiling service uses a hearing localisation test to make a prediction of the ear shape of the listener and generates individualized Head Related Transfer Functions ( HRTFs ) for

8109-488: Is important to the business because it gives a basic background of the customers the business is intending to aim its marketing campaign at. This helps them to judge on a basic level how to communicate effectively with who they have identified as the target audience. Demographics are key because they provide the foundation of who the business will be targeting (Sherlock, 2014). Demographics is statistical information that does not require in-depth analysis to provide an answer, thus

8262-434: Is incorrectly conveyed. Side effects such as a campaign backfire and 'demerit goods' are common consequences of a failed campaign. Demerit goods are goods with a negative social perception, and face the repercussions of their image being opposed to commonly accepted social values. Defining the difference between a target market and a target audience comes down to the difference between marketing and advertising. In marketing,

8415-548: Is mostly isolated from the rest of the world due to the government's censorship, and all games published there must adhere to strict government review, disallowing content such as smearing the image of the Chinese Communist Party . Foreign games published in China often require modification by developers and publishers to meet these requirements. Video game development and authorship, much like any other form of entertainment,

8568-406: Is not cost effective and involves a lot of research and development, as well as a whole range of promotion that is unique to each specific product. Although this strategy often has more sales than those who use an undifferentiated marketing strategy. When considering this strategy one must consider the increased sales against the increased cost (Kotler, et al., 2013). Concentrated (niche) marketing

8721-434: Is possibly one of the most cost effective. The narrow product line, undifferentiated advertising program and absence of segmented market research and planning, all contribute to keeping the costs down. Many do not believe in this strategy, due to the high amount of competition and the difficulty in creating a product that satisfies a majority of consumers (Kotler, et al., 2013). A differentiated (segmented) marketing strategy

8874-676: Is required to achieve outright success in a campaign. Therefore, ignoring any of the factors can lead to a miscommunication with consumers and ultimately a failure to fully reach the whole target audience effectively. Effective marketing consists of identifying the appropriate target audience, and being able to appoint the correct marketing strategy in order to reach and influence them. Four key targeting strategies largely used within businesses are; undifferentiated (mass) marketing, differentiated (segmented) marketing, concentrated (niche) marketing, and lastly micro (local or individual) marketing (Kotler, et al., 2013). Undifferentiated (mass) marketing

9027-424: Is targeted through particular marketing communication channels such as advertising, which aim to create a positive interaction towards the brand (Tyson, R., 2014). If this is successful, the audience will play a huge role in influencing other potential customers to purchase the product or service. An example of this is when a child, part of a target audience, is positively reached through a communication channel such as

9180-435: Is the ability to reach a huge audience. This type of marketing is commonly known as mass marketing and accounted for 70% of media spending in 2013 (Hoyer, Macinnis, & Pieters, 2013, p. 118-120). These media vehicles are better suited to a brand's attempt to stay relevant or build brand awareness in the mass market it communicates with (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782). Although traditional media

9333-447: Is the primary means which one interacts with a video game. The narrative setting does not impact gameplay; a shooter game is still a shooter game, regardless of whether it takes place in a fantasy world or in outer space. An exception is the horror game genre, used for games that are based on narrative elements of horror fiction , the supernatural , and psychological horror . Genre names are normally self-describing in terms of

SECTION 60

#1732844130772

9486-571: Is three times the size of the global music industry and four times that of the film industry in 2019, making it a formidable heavyweight across the modern entertainment industry . The video game market is also a major influence behind the electronics industry , where personal computer component, console, and peripheral sales, as well as consumer demands for better game performance, have been powerful driving factors for hardware design and innovation. Early video games use interactive electronic devices with various display formats. The earliest example

9639-516: Is through direct marketing. This is done by buying consumer database based on the segmentation profiles you have defined. These database usually comes with consumer contacts (e.g. email, mobile no., home no., etc.). Caution is recommended when undertaking direct marketing efforts — check the targeted country's direct marketing laws. Target audiences are formed from different groups, for example: adults, teens, children, mid-teens, preschoolers, men, or women. To market to any given audience effectively, it

9792-508: Is when a business chooses to target multiple segments of the audience, by creating a different variations of its product for each. An example of this is V energy drinks who offer a large range of products including; V regular, V sugar free, V zero, V double espresso (V-Energy., n.d.). Typically when using this marketing strategy, recognition of the company is widened and repeat purchasing is strengthened, with customers gaining products that are more tailored to their needs. This strategy unfortunately

9945-515: The Berne Convention . This typically only applies to the underlying code, as well as to the artistic aspects of the game such as its writing, art assets, and music. Gameplay itself is generally not considered copyrightable; in the United States among other countries, video games are considered to fall into the idea–expression distinction in that it is how the game is presented and expressed to

10098-637: The Clue VCR Mystery Game which required players to watch VCR clips between turns. To distinguish between these two, video games are considered to require some interactivity that affects the visual display. Most video games tend to feature some type of victory or winning conditions, such as a scoring mechanism or a final boss fight. The introduction of walking simulators ( adventure games that allow for exploration but lack any objectives) like Gone Home , and empathy games (video games that tend to focus on emotion) like That Dragon, Cancer brought

10251-540: The United Kingdom and Western Europe , this is common due to the historic relevance of domestically produced microcomputers. Other terms used include digital game, for example, by the Australian Bureau of Statistics . However, the term "computer game" can also be used to more specifically refer to games played primarily on personal computers or other types of flexible hardware systems (also known as PC game ), as

10404-485: The Unterhaltungssoftware Selbstkontrolle ( Entertainment Software Self-Regulation ) would refuse to classify, and thus allow sale, of any game depicting Nazi imagery, and thus often requiring developers to replace such imagery with fictional ones. This ruling was relaxed in 2018 to allow for such imagery for "social adequacy" purposes that applied to other works of art. China's video game segment

10557-476: The crash of the North American video game market in 1983 due to loss of publishing control and saturation of the market. Following the crash, the industry matured, was dominated by Japanese companies such as Nintendo , Sega , and Sony , and established practices and methods around the development and distribution of video games to prevent a similar crash in the future, many of which continue to be followed. In

10710-611: The first-person shooter and the Grand Theft Auto clone , respectively, in the few years after their release. However, at times and more frequently at the onset of the industry, developers would intentionally create video game clones of successful games and game hardware with few changes, which led to the flooded arcade and dedicated home console market around 1978. Cloning is also a major issue with countries that do not have strong intellectual property protection laws, such as within China . The lax oversight by China's government and

10863-409: The game designer . All of these are managed by producers . In the early days of the industry, it was more common for a single person to manage all of the roles needed to create a video game. As platforms have become more complex and powerful in the type of material they can present, larger teams have been needed to generate all of the art, programming, cinematography, and more. This is not to say that

11016-588: The marketing mix is a significant marketing strategy to pinpoint the target audience and further market appropriately to that audience. The marketing mix involves designing the packaging, pricing of the product, distributing of the product, and promoting or communicating about the product (Galvin, 1998). These processes are known as the 4 Ps. The market strategy and the marketing mix allow room to create value for customers and build profitable customer relationships (Kotler et al., 2014). These customer relationships can create an idea of exactly what target audience applies to

11169-439: The 1950s and 1960s were simple extensions of electronic games using video-like output from large, room-sized mainframe computers . The first consumer video game was the arcade video game Computer Space in 1971. In 1972 came the iconic hit game Pong and the first home console , the Magnavox Odyssey . The industry grew quickly during the "golden age" of arcade video games from the late 1970s to early 1980s but suffered from

11322-519: The 1970s and 1980s before having a larger worldwide contribution. Today, the video game industry is predominantly led by major companies in North America (primarily the United States and Canada), Europe, and southeast Asia including Japan, South Korea, and China. Hardware production remains an area dominated by Asian companies either directly involved in hardware design or part of the production process, but digital distribution and indie game development of

11475-471: The 1983 crash, forming around the concept of publisher-developer dichotomies, and by the 2000s, leading to the industry centralizing around low-risk, triple-A games and studios with large development budgets of at least $ 10 million or more. The advent of the Internet brought digital distribution as a viable means to distribute games, and contributed to the growth of more riskier, experimental independent game development as an alternative to triple-A games in

11628-462: The 1993 game . A hierarchy of game genres exist, with top-level genres like "shooter game" and "action game" that broadly capture the game's main gameplay style, and several subgenres of specific implementation, such as within the shooter game first-person shooter and third-person shooter . Some cross-genre types also exist that fall until multiple top-level genres such as action-adventure game . A video game's mode describes how many players can use

11781-626: The 2000s, the core industry centered on " AAA " games, leaving little room for riskier experimental games. Coupled with the availability of the Internet and digital distribution , this gave room for independent video game development (or " indie games ") to gain prominence into the 2010s. Since then, the commercial importance of the video game industry has been increasing. The emerging Asian markets and proliferation of smartphone games in particular are altering player demographics towards casual gaming and increasing monetization by incorporating games as

11934-425: The 4 Ps: product, price, place, and promotion (Kotler et al., 2014). The use of the marketing mix programme will provide sufficient data and knowledge for appropriate marketing strategies to reach the specific target audience. Target marketing strategy can be segmentation: Market segmentation demonstrates dividing the market into distinct groups that may require different products or services (Kotler et al., 2014). Using

12087-514: The Disney cruise line company has a specific segment of their target market being families with children. Customers may be sorted based on social class, lifestyle, or personality characteristics (Kotler et al., 2014). According to Kotler et al., (2014) people who in the same demographic area can have completely different psychographic characteristics. Marketers generally segment target markets into consumer lifestyles and their social class. Social class has

12240-482: The International Society for Presence Research (see Presence (telepresence) ). The company reports a growing user base. Video games A video game , also known as a computer game or just a game , is an electronic game that involves interaction with a user interface or input device (such as a joystick , controller , keyboard , or motion sensing device) to generate visual feedback from

12393-637: The Internet or other communication methods as well as cloud gaming alleviate the need for any physical media. In some cases, the media serves as the direct read-only memory for the game, or it may be the form of installation media that is used to write the main assets to the player's platform's local storage for faster loading periods and later updates. Games can be extended with new content and software patches through either expansion packs which are typically available as physical media, or as downloadable content nominally available via digital distribution. These can be offered freely or can be used to monetize

12546-467: The Odyssey were first imported and then made within the country by the large television manufacturers such as Toshiba and Sharp Corporation , such games are known as "TV games", "TV geemu", or "terebi geemu". The term "TV game" is still commonly used into the 21st century. "Electronic game" may also be used to refer to video games, but this also incorporates devices like early handheld electronic games that lack any video output. The first appearance of

12699-728: The age of the "one-man shop" is gone, as this is still sometimes found in the casual gaming and handheld markets, where smaller games are prevalent due to technical limitations such as limited RAM or lack of dedicated 3D graphics rendering capabilities on the target platform (e.g., some PDAs ). Video games are programmed like any other piece of computer software. Prior to the mid-1970s, arcade and home consoles were programmed by assembling discrete electro-mechanical components on circuit boards, which limited games to relatively simple logic. By 1975, low-cost microprocessors were available at volume to be used for video game hardware, which allowed game developers to program more detailed games, widening

12852-420: The application of the marketing mix can be appropriate to the individual. Segmentation of the market gives a business the ability to define its target market for its product or service, and apply the marketing mix to achieve the desired results. A business must identify and understand its target audience if their marketing campaign is to be successful. It allows the business to craft their products or services to

13005-417: The avatar's innate attributes, all while either using special attacks to defeat enemies or moves to avoid them. This information is relayed to the player through a type of on-screen user interface such as a heads-up display atop the rendering of the game itself. Taking damage will deplete their avatar's health , and if that falls to zero or if the avatar otherwise falls into an impossible-to-escape location,

13158-576: The brand's following through social media vehicles, which are increasingly where consumers find brand content and information. By increasing engagement with target audiences, businesses have the opportunity to increase brand equity through both traditional media and social media (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782). Traditional media vehicles such as television, radio and press have been utilised by marketers for many years but have limitations when trying to reach an individual target audience. The advantage traditional media gives businesses

13311-490: The business and consumer which cannot be achieved by traditional media. This communication benefits both the business using social media as a tool and the consumer, as they can build meaningful relationships with the business and other consumers, creating a community around the brand. This community can provide new insights for the business, identifying problems and offering solutions through social interactions (Tsimonis & Dimitriadis, 2014, p. 328-330). When businesses have

13464-452: The business and contribute to a successful communication process from the business to the target audience and then feedback from the target audience to the business. Once the business has gathered data from consumers about their demographic, psychographic, geographic and behavioral situations, they can analyze this and use it to identify a rough target audience. This can be refined by the analysis of competitors' processes and targets, allowing

13617-560: The business through a marketing campaign aimed at them (Dowhan, 2013). Consumer behavior is the purchase decision process, what influences their purchase decision, what purposes they use the purchased good for, and their responses and attitudes to the product (Cheng et al., 2015). Cheng et al. explains that consumer's behavior is affected by messages sent by the business, which in turn affects their attitudes towards brands and products, and ultimately what products they choose to purchase (Cheng et al., 2015). When determining their target audience,

13770-443: The business to formulate a more segmented target audience. Then the segmented target audience can be refined into a clear objective of which consumers the business is targeting, thus creating the specific target audience for a marketing campaign. A lifestyle is defined as "a person's pattern of behavior" which is closely related to a consumer's personality and values (Hoyer, Macinnis, & Pieters, 2013, p. 401). The lifestyle of

13923-422: The business to gain a deeper understanding of the consumer groups they intend to target, by analyzing the more intimate details of the consumer's lifestyle and thinking processes so as to gain an understanding of their preferences. Things like financials, interests, hobbies, and lifestyle will all be filtered by the business to create a target audience that will, in theory, be open to the product and will connect with

14076-415: The business to get an idea of the type of consumer they will be targeting, and what the best way is to communicate with this type of consumer. This information can be used to allow the business to differentiate slightly from the competition in order to give them a competitive advantage once the marketing campaign begins. Once the target audience has been identified, the business must then create content for

14229-414: The campaign that will resonate and effectively communicate with the consumer (Sherlock, 2014). Tracie Sherlock emphasizes that the level of content with which the business will be reaching the consumer should be of high quality, as 92% of marketers specify that high-level content is valuable for a campaign (Sherlock, 2014). This high level of content will help consumers to connect on a more personal level with

14382-434: The cars in front of them and the obstacle. The programmer never wrote code to specifically create a traffic jam, yet one now exists in the game. Most commonly, video games are protected by copyright , though both patents and trademarks have been used as well. Though local copyright regulations vary to the degree of protection, video games qualify as copyrighted visual-audio works, and enjoy cross-country protection under

14535-417: The console itself, while peripheral controllers are available as a separate purchase from the console manufacturer or third-party vendors. Similar control sets are built into handheld consoles and onto arcade cabinets. Newer technology improvements have incorporated additional technology into the controller or the game platform, such as touchscreens and motion detection sensors that give more options for how

14688-406: The correct target market(s) and defining a target audience is a crucial step when owning a business. Although the two are very similar, it is essential to understand the differences. A target audience is generally associated with a business's marketing message, which highlights advantages and benefits of a business's product or service. Examples of a target audience are "company employees, society as

14841-407: The desired demands of individual customers. An example of this is Coca-Cola, who enables customers to personalise their Coke cans by being able to print their name or choice of text onto the can packaging (Coca-Cola., n.d.). Despite the extra costs for the business, allowing customer to design and create a product they desire to suit their own needs, can create value and loyalty towards the business. It

14994-423: The difficulty for foreign companies to take Chinese entities to court had enabled China to support a large grey market of cloned hardware and software systems. The industry remains challenged to distinguish between creating new games based on refinements of past successful games to create a new type of gameplay, and intentionally creating a clone of a game that may simply swap out art assets. The early history of

15147-406: The direct marketing industry has been the fastest growing sector of marketing communications. There are multiple forms of direct marketing such as direct mail, the telephone, direct-response television, e-mail, the Internet and other tools to connect with specific consumers (Kotler et al., 2014). Evans, O'Malley and Patterson (1995) and Kotler et al. (2014) also consider leaflet drops and samples to be

15300-434: The game Tomb Raider , saying that "the dimensions of Lara Croft 's body, already analyzed to death by film theorists , are irrelevant to me as a player, because a different-looking body would not make me play differently... When I play, I don't even see her body, but see through it and past it." Simply put, ludologists reject traditional theories of art because they claim that the artistic and socially relevant qualities of

15453-642: The game at the same type. This is primarily distinguished by single-player video games and multiplayer video games . Within the latter category, multiplayer games can be played in a variety of ways, including locally at the same device, on separate devices connected through a local network such as LAN parties , or online via separate Internet connections. Most multiplayer games are based on competitive gameplay, but many offer cooperative and team-based options as well as asymmetric gameplay . Online games use server structures that can also enable massively multiplayer online games (MMOs) to support hundreds of players at

15606-406: The game can also be exploited. On some consoles, cheat cartridges allow players to execute these cheat codes, and user-developed trainers allow similar bypassing for computer software games. Both of which might make the game easier, give the player additional power-ups, or change the appearance of the game. To distinguish from electronic games, a video game is generally considered to require

15759-484: The game should they lose all their lives or need to stop the game and restart at a later time. These also may be in the form of a passage that can be written down and reentered at the title screen. Product flaws include software bugs which can manifest as glitches which may be exploited by the player; this is often the foundation of speedrunning a video game. These bugs, along with cheat codes , Easter eggs , and other hidden secrets that were intentionally added to

15912-501: The game. Video game can use several types of input devices to translate human actions to a game. Most common are the use of game controllers like gamepads and joysticks for most consoles, and as accessories for personal computer systems along keyboard and mouse controls. Common controls on the most recent controllers include face buttons, shoulder triggers, analog sticks , and directional pads ("d-pads") . Consoles typically include standard controllers which are shipped or bundled with

16065-399: The game. By definition, all video games are intended to output graphics to an external video display, such as cathode-ray tube televisions, newer liquid-crystal display (LCD) televisions and built-in screens, projectors or computer monitors , depending on the type of platform the game is played on. Features such as color depth , refresh rate , frame rate , and screen resolution are

16218-560: The game. Today, many games are built around a game engine that handles the bulk of the game's logic, gameplay, and rendering. These engines can be augmented with specialized engines for specific features, such as a physics engine that simulates the physics of objects in real-time. A variety of middleware exists to help developers access other features, such as playback of videos within games, network-oriented code for games that communicate via online services, matchmaking for online games, and similar features. These features can be used from

16371-485: The growth of the size of development teams in the industry, the problem of cost has increased. Development studios need the best talent, while publishers reduce costs to maintain profitability on their investment. Typically, a video game console development team ranges from 5 to 50 people, and some exceed 100. In May 2009, Assassin's Creed II was reported to have a development staff of 450. The growth of team size combined with greater pressure to get completed projects into

16524-586: The idea of games that did not have any such type of winning condition and raising the question of whether these were actually games. These are still commonly justified as video games as they provide a game world that the player can interact with by some means. The lack of any industry definition for a video game by 2021 was an issue during the case Epic Games v. Apple which dealt with video games offered on Apple's iOS App Store . Among concerns raised were games like Fortnite Creative and Roblox which created metaverses of interactive experiences, and whether

16677-463: The ins and outs of your designated target market legend, a market analysis must be completed. A market analysis is a documented examination of a market that is used to enlighten a business's preparation activities surrounding decisions of inventory, purchase, workforce expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, improvement of daily operations and many other aspects. Marketing organisations undertaking

16830-450: The larger " AAA " game studios, and are often experiments in gameplay and art style. Indie game development is aided by the larger availability of digital distribution, including the newer mobile gaming market, and readily-available and low-cost development tools for these platforms. Although departments of computer science have been studying the technical aspects of video games for years, theories that examine games as an artistic medium are

16983-713: The larger game and the individual experiences themselves were games or not in relation to fees that Apple charged for the App Store. Judge Yvonne Gonzalez Rogers , recognizing that there was yet an industry standard definition for a video game, established for her ruling that "At a bare minimum, video games appear to require some level of interactivity or involvement between the player and the medium" compared to passive entertainment like film, music, and television, and "videogames are also generally graphically rendered or animated, as opposed to being recorded live or via motion capture as in films or television". Rogers still concluded that what

17136-417: The late 2000s and which has continued to grow as a significant portion of the video game industry. Video games have a large network effect that draw on many different sectors that tie into the larger video game industry. While video game developers are a significant portion of the industry, other key participants in the market include: The industry itself grew out from both the United States and Japan in

17289-412: The late 2000s has allowed game developers to flourish nearly anywhere and diversify the field. Target audience Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shop Mother's Day advertisements, which were advertising to children as well as spouses of women, rather than the whole market which would have included

17442-452: The latter also encompasses LAN games , online games , and browser games . More recently, the video game industry has expanded onto mobile gaming through mobile devices (such as smartphones and tablet computers ), virtual and augmented reality systems, and remote cloud gaming . Video games are also classified into a wide range of genres based on their style of gameplay and target audience . The first video game prototypes in

17595-659: The major content system provides have worked to create the International Age Rating Coalition (IARC), a means to streamline and align the content ratings system between different region, so that a publisher would only need to complete the content ratings review for one provider, and use the IARC transition to affirm the content rating for all other regions. Certain nations have even more restrictive rules related to political or ideological content. Within Germany, until 2018,

17748-518: The market into demographic field such as age, life cycle, gender, income, occupation, education, religion, and nationality (Kotler et al., 2014). Some companies offer different products and market strategies to allocate to various age and life cycles, other companies focus on specific age of life cycle groups. Kotler et al., (2014) states an example, Disney cruise lines primarily focus on families with children large or small, and most destinations offer children and parent orientated activities. This shows that

17901-462: The market to begin recouping production costs has led to a greater occurrence of missed deadlines, rushed games, and the release of unfinished products. While amateur and hobbyist game programming had existed since the late 1970s with the introduction of home computers, a newer trend since the mid-2000s is indie game development . Indie games are made by small teams outside any direct publisher control, their games being smaller in scope than those from

18054-405: The market. Due to loss of publishing control and oversaturation of the market, the North American home video game market crashed in 1983 , dropping from revenues of around $ 3 billion in 1983 to $ 100 million by 1985. Many of the North American companies created in the prior years closed down. Japan's growing game industry was briefly shocked by this crash but had sufficient longevity to withstand

18207-517: The message market widely rather than deeply with the intended audience (Bruhn, Schoenmueller, & Schäfer, 2012, p. 781-782 ). To reach today's target audience effectively, traditional media such as television advertisements must be implemented in an integrated marketing communications campaign rather than the sole media vehicle to deliver a brand's message (Hoyer, Macinnis, & Pieters, 2013, p. 3-7) Marketers can use online media to better reach their target audience. Once marketers understand

18360-509: The needs and wants of the local customer groups, cities, neighborhoods and even specific stores (Kotler, et al., 2013)." This type of marketing does have difficulties especially when it comes to manufacturing and marketing costs, meeting the mixed requirements for each market location and brand image familiarity. New developing technologies and fragmented markets regularly exceed these obstacles (Kotler, et al., 2013). Individual marketing refers to accommodating merchandise and marketing programs, to

18513-428: The needs of different market segments and niches. A good example of this is shown in the real-estate industry whose goal is often to determine what type of house the client is looking for. Micro-marketing includes both local and individual marketing. Often this strategy can be costly, due to the customization and shortage of an economy of scale (Kotler, et al., 2013). Local marketing is "tailoring brands and promotions to

18666-774: The original game and possibly from scratch is performed. The list below is not exhaustive and excludes other electronic devices capable of playing video games such as PDAs and graphing calculators . Early arcade games, home consoles, and handheld games were dedicated hardware units with the game's logic built into the electronic componentry of the hardware. Since then, most video game platforms are considered programmable, having means to read and play multiple games distributed on different types of media or formats. Physical formats include ROM cartridges , magnetic storage including magnetic-tape data storage and floppy discs , optical media formats including CD-ROM and DVDs , and flash memory cards. Furthermore digital distribution over

18819-472: The patents. Following their agreement, Atari made a home version of Pong , which was released by Christmas 1975. The success of the Odyssey and Pong , both as an arcade game and home machine, launched the video game industry. Both Baer and Bushnell have been titled "Father of Video Games" for their contributions. The term "video game" was developed to distinguish this class of electronic games that were played on some type of video display rather than on

18972-409: The platform, as directed by the game's programming. This often will include sound effects tied to the player's actions to provide audio feedback, as well as background music for the game. Some platforms support additional feedback mechanics to the player that a game can take advantage of. This is most commonly haptic technology built into the game controller, such as causing the controller to shake in

19125-399: The player interacts with the game. Specialized controllers may be used for certain genres of games, including racing wheels , light guns and dance pads . Digital cameras and motion detection can capture movements of the player as input into the game, which can, in some cases, effectively eliminate the control, and on other systems such as virtual reality, are used to enhance immersion into

19278-502: The player that can be copyrighted, but not the underlying principles of the game. Because gameplay is normally ineligible for copyright, gameplay ideas in popular games are often replicated and built upon in other games. At times, this repurposing of gameplay can be seen as beneficial and a fundamental part of how the industry has grown by building on the ideas of others. For example Doom (1993) and Grand Theft Auto III (2001) introduced gameplay that created popular new game genres,

19431-433: The player will lose one of their lives . Should they lose all their lives without gaining an extra life or "1-UP" , then the player will reach the " game over " screen. Many levels as well as the game's finale end with a type of boss character the player must defeat to continue on. In some games, intermediate points between levels will offer save points where the player can create a saved game on storage media to restart

19584-419: The player's hands to simulate a shaking earthquake occurring in game. Video games are frequently classified by a number of factors related to how one plays them. A video game, like most other forms of media, may be categorized into genres . However, unlike film or television which use visual or narrative elements, video games are generally categorized into genres based on their gameplay interaction, since this

19737-430: The player." However, emergent behavior is not limited to sophisticated games. In general, any place where event-driven instructions occur for AI in a game, emergent behavior will exist. For instance, take a racing game in which cars are programmed to avoid crashing, and they encounter an obstacle in the track: the cars might then maneuver to avoid the obstacle causing the cars behind them to slow or maneuver to accommodate

19890-450: The question of what are the essential factors of a video game that separate the medium from other forms of entertainment. The introduction of interactive films in the 1980s with games like Dragon's Lair , featured games with full motion video played off a form of media but only limited user interaction. This had required a means to distinguish these games from more traditional board games that happen to also use external media, such as

20043-490: The right and left ears. These are downloaded to the user's gaming PC. The audio rendering is carried out using FMOD by Firelight Technology using either a dedicated client (MyEars-Connect) that sits between the video game and the operating system or directly in-game if FMOD is utilised as the game audio engine. The MyEars service completed beta testing in early September and was launched on 19 September 2010. Reviews have been generally positive. This development has been cited by

20196-511: The role that marketing strategies play in building a target audience examined. According to, Galvin (1998), marketing is considered to be as simple as selling or promoting a product or service to a client, customer or consumer who is in need of the distinct product. It is also the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual customer and organisations (Galvin, 1998). As well as segmentation,

20349-637: The same time. A small number of video games are zero-player games , in which the player has very limited interaction with the game itself. These are most commonly simulation games where the player may establish a starting state and then let the game proceed on its own, watching the results as a passive observer, such as with many computerized simulations of Conway's Game of Life . Most video games are intended for entertainment purposes. Different game types include: Video games can be subject to national and international content rating requirements. Like with film content ratings, video game ratings typing identify

20502-544: The scope of what was possible. Ongoing improvements in computer hardware technology have expanded what has become possible to create in video games, coupled with convergence of common hardware between console, computer, and arcade platforms to simplify the development process. Today, game developers have a number of commercial and open source tools available for use to make games, often which are across multiple platforms to support portability, or may still opt to create their own for more specialized features and direct control of

20655-605: The screen. Other early examples include Christopher Strachey 's draughts game, the Nimrod computer at the 1951 Festival of Britain ; OXO , a tic-tac-toe computer game by Alexander S. Douglas for the EDSAC in 1952; Tennis for Two , an electronic interactive game engineered by William Higinbotham in 1958; and Spacewar! , written by Massachusetts Institute of Technology students Martin Graetz, Steve Russell , and Wayne Wiitanen's on

20808-475: The search is unsuccessful, then there remains a problem that the business can solve (Sherlock, 2014). The business must determine what kind of people are facing the problem they identified. This is based on consumer demographic, psychographic, geographic information and behavior (Sherlock, 2014). Demographic information involves statistical aspects of consumers such as gender, ethnicity, income, qualification and marital status (Sharma 2015). Demographic information

20961-469: The segmentations needs and reputation that it acquires. Many businesses using this strategy are now turning to the web to set up their shop, not only because it is cost effective but allows them to become more recognisable (Kotler, et al., 2013). A micro-marketing strategy (local or individual) targets very narrowly compared to an undifferentiated marketing strategy. Generally a business using this strategy will adjust its product, and marketing program to fit

21114-411: The segments of their target market they can generate a marketing message suitable for the intended target audience. Communicating to consumers through tools such as web banners, social media and email, allows direct targeting to the consumer. This serves up a custom message to a consumer who is already engaged and interested in the offering. An example of this is remarketing, which allows advertisers to see

21267-506: The short-term effects, and Nintendo helped to revitalize the industry with the release of the Nintendo Entertainment System in North America in 1985. Along with it, Nintendo established a number of core industrial practices to prevent unlicensed game development and control game distribution on their platform, methods that continue to be used by console manufacturers today. The industry remained more conservative following

21420-411: The specific product, if few or more consumers have similar characteristics and purchase the product regularly for similar behavioral reasons therefore the target audience may fit within that category. Direct marketing is targeting individual consumers to both obtain an immediate response and cultivate lasting consumer relationships, (Kotler et al., 2014). According to Evans, O'Malley and Patterson, (1995)

21573-642: The strategy of market segmentation can allow the marketer to have sufficient knowledge of the consumer's characteristics. Knowledge of consumers' demographic, geographic, psychographic and behavioral variables can enable relevant marketing processes to reach the target audience directly. Geographic segmentation is the marketer's appealing to particular geographic areas such as nations, regions, countries, cities or neighborhoods (Kotler et al., 2014). Particular knowledge of geographic preferences allows businesses and organisations to modify or change their product to allocate to their market, (Kotler et al., 2014). This divides

21726-484: The target age group that the national or regional ratings board believes is appropriate for the player, ranging from all-ages, to a teenager-or-older, to mature, to the infrequent adult-only games. Most content review is based on the level of violence, both in the type of violence and how graphic it may be represented, and sexual content, but other themes such as drug and alcohol use and gambling that can influence children may also be identified. A primary identifier based on

21879-454: The target market to specifics such as 'men aged 20–30 years old, living in Auckland, New Zealand' rather than 'men aged 20–30 years old'. However, just because a target audience is specialized doesn't mean the message being delivered will not be of interest and received by those outside the intended demographic. Failures of targeting a specific audience are also possible, and occur when information

22032-431: The target market. A successful appeal to a target audience requires a detailed media plan, which involves many factors in order to achieve an effective campaign. The use of media is what differentiates target markets from target audiences. While target markets are marketed to with business strategies, the use of advertising and other media tools is what makes marketing to target audiences a more effective way of appealing to

22185-405: The term "video game" emerged around 1973. The Oxford English Dictionary cited a 10 November 1973 BusinessWeek article as the first printed use of the term. Though Bushnell believed the term came from a vending magazine review of Computer Space in 1971, a review of the major vending magazines Vending Times and Cashbox showed that the term may have come even earlier, appearing first in

22338-546: The term in an article in March 1973. In a September 1982 issue of RePlay , Adlum is credited with first naming these games as "video games": "RePlay's Eddie Adlum worked at 'Cash Box' when 'TV games' first came out. The personalities in those days were Bushnell, his sales manager Pat Karns, and a handful of other 'TV game' manufacturers like Henry Leyser and the McEwan brothers. It seemed awkward to call their products 'TV games', so borrowing

22491-503: The type of gameplay, such as action game , role playing game , or shoot 'em up , though some genres have derivations from influential works that have defined that genre, such as roguelikes from Rogue , Grand Theft Auto clones from Grand Theft Auto III , and battle royale games from the film Battle Royale . The names may shift over time as players, developers and the media come up with new terms; for example, first-person shooters were originally called "Doom clones" based on

22644-422: The video game industry, following the first game hardware releases and through 1983, had little structure. Video games quickly took off during the golden age of arcade video games from the late 1970s to early 1980s, but the newfound industry was mainly composed of game developers with little business experience. This led to numerous companies forming simply to create clones of popular games to try to capitalize on

22797-401: The wants and needs of customers, in order to maximise sales and therefore revenue. A successful marketing campaign connects with consumers on a personal dB level, which will help the business to develop long-term relationships with customers (Sherlock, 2014). Not all consumers are the same. Determining the target audience is key to reaching the loyal and high-profit customers, in order to ensure

22950-406: The whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. For sales teams, one way to reach out to target markets

23103-532: The women themselves. Another example is the USDA's food guide, which was intended to appeal to young people between the ages of 2 and 18. The factors they had to consider outside of the standard marketing mix included the nutritional needs of growing children, children's knowledge and attitudes regarding nutrition, and other specialized details. This reduced their target market and provided a specific target audience to focus on. Common factors for target audiences may reduce

23256-445: Was Chef Boyardee, who planned a campaign to appeal to teenage boys, the largest consumers of their product. What they hadn't considered however was that the purchasers of their goods may be different from the consumers, which was the case, as mothers were the leading purchasers, even though the boys were consuming the product. Factors like these are considered at a more in-depth level with a detailed media plan, one that cannot be found in

23409-434: Was initially some confusion in the arcade industry over what term should be used to describe the new games. He "wrestled with descriptions of this type of game," alternating between "TV game" and "television game" but "finally woke up one day" and said, "What the hell... video game!" While many games readily fall into a clear, well-understood definition of video games, new genres and innovations in game development have raised

#771228