Who was responsible for the marketing of LA Noire?
Lick Creative was responsible for marketing the merchandise for LA Noire.
List all methods of marketing used to promote the game – consider viral and guerrilla marketing techniques as well as more traditional methods.
· Posters – both paid for and not.
· Flyers.
· Interviews – with magazines, exclusive or not.
· Exclusivity deals with newspapers and producers.
· Billboards.
· Websites.
When were the trailers released for the game? List dates and analyse what was shown in the trailers.
Dec 16, 2010 "Presenting the highly-anticipated first trailer for L.A. Noire. Coming in 2011 to Xbox 360® and PlayStation®3."
Trailer contains substantial amounts of cinematic and graphic elements.
Jan 21, 2011 "The 30 second version of the new trailer for L. A. Noire. Comprised entirely of in-game footage."
30 second trailer again compromised of cinematic and graphical elements. Concentration on faces and action scenes.
Feb 9, 2011 "The first in our series of in-depth gameplay videos for L.A. Noire, "Orientation" is an overview of the game's core mechanics from searching for clues, to the fundamentals of witness interrogation, and classic action including brawling and shootouts. Using all in-game footage, this first gameplay video in the series explains how your detective skills, intuition and cunning have the power to make or break each case."
Apr 7, 2011 "Presenting the all-new Official Trailer 3 for L.A. Noire. As Detective Cole Phelps rises through the ranks of the LAPD, one of the most harrowing crime desks he will face is that of Vice. Phelps discovers that corruption abounds Los Angeles in 1947, as he's plunged into a world of junkie-killing morphine, illicit boxing match fixes, and comes face to face with some of the town's most notorious mobsters."
Apr 28, 2011 "Amid the post-war boom of Hollywood's Golden Age, Cole Phelps is an LAPD detective thrown headfirst into a city drowning in its own success. Corruption is rampant, the drug trade is exploding, and murder rates are at an all-time high. In his fight to climb the ranks and do what's right, Phelps must unravel the truth behind a string of arson attacks, racketeering conspiracies and brutal murders, battling the L.A. underworld and even members of his own department to uncover a secret that could shake the city to its rotten core.
Using groundbreaking new animation technology that captures every nuance of an actor's facial performance in astonishing detail, L.A. Noire is a violent crime thriller that blends breathtaking action with true detective work to deliver an unprecedented interactive experience. Search for clues, chase down suspects and interrogate witnesses as you struggle to find the truth in a city where everyone has something to hide."
Give examples of how synergy was used to promote the game.
Soundtracks of LA Noire were produced and sold, including a remixed EP. They also produced a series of posters and things such as ‘standee’s that fans could buy.
Were there any particular deals struck between Rockstar and the platforms?
Originally, LA Noire was going to be exclusively released on the PS3. Later though it was decided that it would released on XBOX 360 as well, albeit using three discs compared to the PS3’s one.
How was desire creation built around the game before its release?
LA Noire released several videos about the game’s production, including the state of the art motion capture technology. Good graphics is something that everyone wants in a game, so just because of that the hype surrounding it was huge. This made LA Noire a must have game, and since it was created by renowned developers Rockstar, that gave it a ‘respectable’ background, and the game could be expected to be good.
How were British audiences targeted in the marketing of the game?
One of the first UK reviews for LA Noire was in the national newspaper; ‘The Guardian’ having the review in such a widely read newspaper ensured that everyone would see it, not just the target audience. The game was also the sponsor of Sky Movies Crime and Thriller, and had numerous on demand ads for UK services such as Sky Anytime, Box Office, 4OD and Blinkbox.
How have Rockstar maximized their potentional revenue streams?
Rockstar used adverts on the Internet, which means that whenever it’s clicked or used on a page, they receive a set amount of money. They also produce a lot of DLC quickly and efficiently, so that they get much more money from their product, even when new copies are no longer being bought.
How can you access/purchase the game?
You can purchase the game from local game stores, either pre-owned or new. You can also purchase online, either in hard disk form or digital download through reputable companies, such as Steam. There is the Rockstar social club, which can be used to access specific features, such as comparing scores and etc.
What are the implications of gatekeeping for a target audience?
By gatekeeping, Rockstar get to control everything in the game.
Once you have purchased the game, how have Rockstar maintained the desire creation?
Rockstar have maintained the desire creation by releasing regular DLC. It makes you less likely to turn in the game, and instead continue to purchase content for it.
