My Audience

Firstly target audience defines marketing as creating a product for a certain audience. For example, a product for children ages 7-11. Or a masculine themed product for ages 7-11. Products can be a target for all kinds of people in age or gender.

From the large pot all of us students picked out our random pieces of paper, mine happened to be a target audience for males ages 7-11. But before we start off making games, we have to know the meaning of PEGI (PEGI, 2007), PEGI 7. Firstly, PEGI stands for Pan European Game Information. And the PEGI definition of of PEGI 7 means:

“Game content with scenes or sounds that can possibly frightening to younger children should fall in this category. Very mild forms of violence (implied, non-detailed, or non-realistic violence) are acceptable for a game with a PEGI 7 rating.” - (PEGI, 2007)

Target audience:

As the young tomboy kid I was, these were the games we played together. Some were a bit over our age...:

I chose these games because they fully portray a masculine themed story and environment for 7-11 year olds and they were completely suitable for us because they were made for kids like us boys and tomboys: the game’s mild violence, heroic moments and our confidence in achieving the games’ objections. But the other games I played in the past are feminine or gender neutral.

Including the new games that have the same goals achieved by the creators. Except they’re mostly online games, such as Clash of Clans, Brawl Stars, Roblox, Pokemon and Clash Royale. Nevertheless, they present similar colour schemes and themes as the old games me and my step-brother used to play.

In addition to my target audience, I conducted a questionnaire, with Google forms, about games, hobbies and personalities the players had when they were 7-11. Appreciatively, I received 14 responses. The games they mostly played were over PEGI 7 and even 12. But we did play games over our age at the time… However, Minecraft, Sonic, Pokemon, Mario and Lego games were hot on the list of what my players played. Those are the games we were most likely to have played because they were suitable for ages 7-11, which was why we loved them so much - the games’ aspects of fantasy, sense of adventure, and the creativity the games represented.

In terms of producing my game, this research will be helpful when planning for my game as I see an insight of the players enjoyed around ages 7-11, so I know what to apply to my game.

So in terms of genre, seven out of twelve responses played third-person games. However, the project is to make a game of either platformer or top-down. So platformer over took top-down by two responses. Nevertheless, I will make top-down because this will allow my audience to play in all directions, that way, it’s more fun and creative.

And themes, players played action games by eleven out of twelve responses, and fantasy with nine out of twelve. This clearly reveals the elements of PEGI 7 games. The majority of PEGI 7 masculine games had action and fantasy because of the quests and journeys the players travelled through by fighting minions and bosses, and the heroic stories.

Progressing to hobbies, equally both games and TV had the same amount of responses. Both eleven out of eleven. If games and TV had the most votes, this proves that the players enjoyed their escapism into a world of cartoons, superpowers, fantasy, action, uniqueness and heroes against villains. Therefore my game will be suitable and enjoyable for my audience.

Progressing to personality, the majority of the traits were shyness, and the second most was loudness/energetic. These traits would be fitting for the players because their shyness would supposedly mean that they like to be in their own bubble, in their bedrooms enjoying their games. So with their shyness and their energeticness - or preferably - enthusiasm about games will fit for players ages 7-11.

Then I asked about what they liked in the games they played. The best responses out of twelve were:

They’re mostly opinionated about escapism, fun, creativity and adventure of their games. This way, I know what to apply to my game: bright colours for the feel of fun to the players. Action and fantastical designs for creativity, uniqueness and give the players a sense of escapism.

Finally the foremost main part of guiding the plans of my game was the question about what the players feared in games. Most were spiders and the dark. Darkness won’t be applied to the game, but I will research into western and desert spiders and redesign them as enemies but yet less fearful. The other fears were too specific…

The Mario games (Nintendo, 1985 - present), we have played a lot of them in the past, but mostly kids played them at the time than adults. But as we grew to the present, I noticed that Mario games are now for everyone, because everyone grew with this character, which is why everyone in any age or background enjoys playing the Mario games.

First of all, the main character Mario. A human, Italian and red plumber on an odyssey to rescue Princess Peach from King Bowser. As explained, Mario games appeal to anyone. Not only is it fun in any level but why else does this character appeal to 7+? Even though Common Sense Media (Common Sense Media, 2003), doesn’t show that positive messages are shown in the game, but in a way, without words, Mario still has his determination to save the Princess, which shows positivity to the players. But also the character design of Mario is of course iconic. Mario is always seen as a fun character with his iconic red, blue colours and round design. With this simple design, Mario appeals to young audiences.

In relation to this, Mario’s movements has normal running movements to reality, but make the legs stubbier and move faster. His character size is also fairly small on the platform. So with his small size and fast leg movements, it suits the design of the environment and the audience. Otherwise the players would think Mario is moving slow and that he’s the opposite of fun. As well as lacking a sense of adventure and journey.

Mario speaks occasionally - quite literally. He only speaks when the player reaches the end of the level, starts a level, gets a powerup, and even when stomping on enemies. And his only dialogues are: “Letsa goh!”, “Oh nohh!”, “Wahoo!”, “Here we goh!” or “Itsa me, Mario!”. Even though he doesn’t talk in cutscenes, and all is silent with him, Mario has a fun Italian accent. This shows positivity and joy within the Mario games.

Nikostein (2019) "There’s not one single inappropriate thing or violent thing in the game. It’s a remake of the classic NES Game super Mario bros. It’s a game the whole family can play" [Online]. Available from: https://www.commonsensemedia.org/game-reviews/new-super-mario-bros-2/user-reviews/adult [Accessed 22 September 2019].

Sensible Human (2017) "This is a game that includes the most iconic character in gaming history, MARIO. This is a good game for kids, helping them to use logical thinking and reaction time to succeed" [Online]. Available from: https://www.commonsensemedia.org/game-reviews/new-super-mario-bros-2/user-reviews/child [Accessed 22 September 2019].

Other media for my target audience:

Mario (Nintendo, 1995 - present)

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The game Brawl Stars (Supercell, 2018) is a mobile Multiplayer Online Battle Arena game. However there isn’t a main character, you choose one. Although, if it’s your first gameplay, you first play as Shelly, a close-range shooter with a shotgun. A purple-haired human fighter with a lilac shirt, yellow scarf and plain grey trousers and shoes. Even though this game is slightly gender neutral, this character appeals to the audience by her fun and reckless attitude towards battles and matches. Her voice has an adventurous, tomboy sense to her - roaring out with “Fantastico!” when the match starts or a confident “Let’s go!”. These are simple and fun cheers for the audience, allowing the young players to feel confident and ready for their matches. In addition to this, just like Mario, Shelly’s character design is also round with bright colours. However, her default stance is holding a pistol shotgun. So anything with a gun degrades the audience’s appeal. But the ingame is top-down and the sizes of the characters are small, so there is no realistic or detail of horrific violence.

The character’s goal is like every character: start the match and win with your team. Depending on the mode - collect as much gems/defeat as many opponents/damage the enemy’s team as much as you can/or win a duel.

Because the game is top-down, you can’t make out how the character exactly moves. But I noticed that as I played more as Shelly, she moves differently than the others. But to put it simply, Shelly has a simple movement - she is the first character you play as on your first gameplay, therefore with this character, it’s a good start for the first players.

John Mulner (2019) "Brawl Stars is a game were you colect "brawlers" and rank them up. Then you play with other real players and fight for trophies. There is purchases, but you can turn them off in your devices settings. Some say its a violent game, but in reality they are just to sensitive. Yes, the brawlers do die, but when they do there is a spot of elexer and a funny catch phrase. You control what your brawlers do, and what they shoot." [Online]. Available from: https://www.commonsensemedia.org/app-reviews/brawl-stars/user-reviews/adult [Accessed 12 September 2019].

Francesco C (2019) "This game is cartoon style game where the violence is hided by the cartoon textures, so is also adapt for kids. Sometimes the game wants to make you spent money, but all things you can get with money you can also get without by playing more." [Online]. Available from: https://www.commonsensemedia.org/app-reviews/brawl-stars/user-reviews/child [Accessed 12 September 2019].

*PK* (2019) "This game is really good I recommend it there are a lot of enjoyable things including the brawlers and the satisfaction when u open one. There are lots of skins to customise your brawlers with to make them look cooler. " [Online]. Available from: https://apps.apple.com/gb/app/brawl-stars/id1229016807 [Accessed 12 September 2019].

Brawl Stars (Supercell, 2018)

For now we’ll stick with the name Zootopia (Zootopia, 2016) since that was the title of the film I got used to…

The film is set in a world of animals. But this world is the same as our human lives: offices, police stations, leisure centres, cinemas, transport, school, accommodation - jobs and lives like humans. But with animals.

The main character of the movie is Judy Hopps, a rabbit who wants to become a police officer and starts her training, but struggles because Judy is much smaller than the other trainees, as they have much ease with their training with their natural super strength and large sizes. But finally, Judy successfully zooms through the obstacles and gets hired. As a traffic warden. Until she meets a cunning fox with cunning businesses and real adventures begin between fox and rabbit.

In this film, Judy Hopps, personally, definitely appeals to the target audience - 8+. From the Common Sense Media website (Common Sense Media, 2003), positive messages were rated as 5/5 and positive role models & representation as 4/5. In addition to the audience seeing Judy’s surroundings (unique world of animals, bright colours and friendly design), with her positive traits, would, surely, appeal to an 8+ audience. Additionally, Oh My Disney (Oh My Disney, 2012) published an article of a list of Zootopia’s life lessons. Lessons include:

1. TRY EVERYTHING

2. DO NOT (OR SHOULD WE SAY “DONUT”) UNDERESTIMATE THE POWER OF ANY GOOD DEED.

3. DON’T JUDGE A BOOK BY ITS COVER, OR AN ANIMAL BY ITS ANCESTRAL BACKGROUND.

4. ASSUMPTIONS FROM FIRST GLANCES CAN BE MISLEADING.

5. SLOW AND STEADY STILL GETS THE JOB DONE.

6. ALWAYS BE PREPARED.

and

7. DON’T BE AFRAID TO KEEP DREAMING.

Just like how Common Sense Media rated, these are very positive lessons from the film.

Furthermore with Judy’s personality, she’s shown as an optimistic bunny of dedication. For example, I collected Judy’s quotes from Rotten Tomatoes (Rotten Tomatoes, 1998) and IMDb (IMDb, 1990)

“Hundred tickets, I'm not gonna write a hundred tickets. I'm gonna write two-hundred tickets! Before noon!”

“We have nothing to fear, but fear itself.” - (Rotten Tomatoes, 1998)

and

“When I was a kid, I thought Zootopia was this perfect place where everyone got along and anyone could be anything. Turns out, real life's a little bit more complicated than a slogan on a bumper sticker. Real life is messy. We all have limitations. We all make mistakes. Which means, hey, glass half full, we all have a lot in common. And the more we try to understand one another, the more exceptional each of us will be. But we have to try. So no matter what kind of animal you are, from the biggest elephant, to our first fox,”

“I implore you: Try. Try to make the world a better place. Look inside yourself and recognize that change starts with you. It starts with me. It starts with all of us.” - (IMDb, 1990)

These are positive and inspirational quotes. But Judy has other sayings that amuse the audience, like sarcastic but not insulting words, and when she’s trying to rush with a sloth.

Flash : Hey...

Judy Hopps : Wait, wait, wait!

Flash : ...Priscilla!

Judy Hopps : Oh, no!

Priscilla : Yes... Flash?

Flash : What... do...

Judy Hopps : No!

Flash : ...You call... a...

Judy Hopps : A three humped camel? Pregnant! Okay, great, we got it!

Flash : Three... humped...

Judy Hopps : Please, just...

[Rolls her eyes in exasperation]

Judy Hopps : Ughhh... - (IMDb, 1990)

Judy’s goal is to become a policeman, But ends up becoming a traffic warden, so she works hard to up her rank. In luck, she finds a suspicious fox selling lollies at a suspicious price, as a chance to raise her rank, she confronts Nicke (fox). But tables turn and they, instead work together, since they found an even more suspicious business…

In terms of Judy’s movements, from what I saw when watching the film, in a certain situation, she moves in an agile manner. Which is suited for this animal: rabbit. Swift and agile. Otherwise, she would walk normally in a non-sticky situation, walking from heel to toe like humans.

Corey Mac (2016) "What a powerful movie! The visuals are stellar, the writing is fantastic, the main characters are very likable and make for great role models, the message and themes are remarkable to teach both kids AND adults - I absolutely love everything that was included in the film! This was the first movie I got to see this year, and it was more than worth the price of admission!" [Online]. Available from: https://www.commonsensemedia.org/movie-reviews/zootopia/user-reviews/adult [Accessed 22 September 2019].

Unknown name (2016) "Good movie. Very creative. Sometimes a little scary. A little sad sort of. Liked it very much. My parents and 7 year old sister liked it to. Funny. Heart warming. Definitely worth seeing." [Online]. Available from: https://www.commonsensemedia.org/movie-reviews/zootopia/user-reviews/child [Accessed 22 September 2019].

Zootopia/Zootropolis (2016)

Reference

Supercell (2018) Brawl Stars, version 14.117 [Mobile app]. Available from: https://apps.apple.com/gb/app/brawl-stars/id1229016807 [Downloaded 31 December 2018].

Nintendo (2006) New Super Mario Bros. [Computer game]. Nintendo UK.

Sonic Team (2008) Sonic Unleashed [Computer game]. SEGA.

LucasArts (2009) Lego Indiana Jones 2: The Adventure Continues [Computer game]. Traveller's Tales.

Warner Bros. Interactive Entertainment (2008) Lego Batman: The Videogame [Computer game]. Traveller's Tales.

Microsoft Game Studios (2006) Blue Dragon [Computer game]. Mistwalker, Artoon.

Activision (2008) Madagascar: Escape 2 Africa [Computer game]. Toys for Bob.

Activision (2008) Kung Fu Panda [Computer game]. Luxoflux

Ubisoft, Gameloft (2007) Assassin's Creed [Computer game]. Ubisoft Montreal, Gameloft

Activision (2010) Call of Duty: Black Ops [Computer game]. Treyarch.

Activision (2013) Call of Duty: Ghosts [Computer game]. Infinity Ward.

Zootopia (2016) Directed by Byron Howard, Rich Moore [DVD].

Google Forms (2008) [Online]. Available from: https://www.google.com/forms/about/ [Accessed 9 September 2019].

IMDb (1990) Ginnifer Goodwin: Judy Hopps [Online]. Available from: https://www.imdb.com/title/tt2948356/characters/nm0329481 [Accessed 13 September 2019].

Oh My Disney (2012) Life Lessons From Zootopia [Online]. Available from: https://ohmy.disney.com/movies/2016/08/30/life-lessons-from-zootopia/ [Accessed 13 September 2019].

Rotten Tomatoes (1998) Zootopia Quotes [Online]. Available from: https://www.rottentomatoes.com/m/zootopia/quotes/ [Accessed 13 September 2019].

App Store (2008) Brawl Stars [Online]. Available from: https://apps.apple.com/gb/app/brawl-stars/id1229016807 [Accessed 12 September 2019].

James P. Steyer, CEO (2003) Common Sense Media [Online]. Available from: https://www.commonsensemedia.org/ [Accessed 22 September 2019].

5onik101 (2016) ‘Things Mario would say!’ YouTube. Available from: https://www.youtube.com/watch?v=BdzItT1h0Mo [Accessed 13 September 2019].

NoCommentary BrawlStars (2018) 'Brawl Stars Gameplay - No Commentary‘ YouTube. Available from: https://www.youtube.com/watch?v=Ac6GafyLniY&t=389s [Accessed 13 September 2019].

PEGI (2003) What do the labels mean? [Online]. Available from: https://pegi.info/what-do-the-labels-mean [Accessed 8 September 2019].