Research Techniques LO1

Robbie Hickman

Primary Research• Primary Research is defined as a type of market research which is carried out by a business/company itself, or by individual(s)

themselves, without the aid of information that is already available through various sources e.g. the internet. It is research that is done from scratch; its primary purpose is to improve the quality/functions of products or services solely through the gathering of information.

• It is also referred to as ‘field research’.

• Advantages: This type of research brings about a fresh perspective. In other words, the research is fresh. It also offers updated and latest results that can be very reliable. The research is also highly valuable and a better take is made for the market using this method of research.

• Disadvantages: People who undertake primary research are provided solely with their own resources and have to rely on themselves to obtain information. The process of attempting to collect information by oneself can be stressful, irritating and time-consuming. A fair amount of patience will be required. It can also be difficult to obtain the research without the use of information from other sources which could be reliable and make the process less time-consuming.

• Survey/Questionnaire: This is an effective way to conduct primary market research and obtain feedback from customers. The method is straightforward as it usually requires a simple question. For example: “What is your preferred genre of video game?”. This question only requires a short, one word answer and I will not be using already available information to assist me. Through doing a survey, I will be making the effort to obtain answers on my own. This research technique will assist me in knowing whether or not audience members are satisfied with what I hope to achieve and if this isn’t the case, to gain understanding of what the customer would really hope to see. The types of responses I could receive might have an impact on my video game because there is a good chance the decisions I make will be influenced by them. My video game would benefit because I will be able to make changes to my work if the results I obtain from a questionnaire show that audience members are interested in something completely different compared to what I had originally planned to make. Changing my ideas might put my game at a slight disadvantage, but it is a good idea to create something in regard to the best interests of the audience otherwise it might not appeal to anyone. Therefore, my game would fail. Questionnaires and surveys would ensure that I would be creating something that people would like to see rather than something that only myself or a small amount of people have an interest in. That is how my game would be more successful.

Secondary Research• Secondary Market Research is a research technique which relies heavily on information that is already available from a variety of sources,

rather than gathering it from scratch as opposed to primary research. It is mainly focused on data that is collected by other people/companies and information that is widely available on various sources.

• It can be considered the opposite of primary research. A specific example of secondary research is searching online sources for information that could assist one in the creation of a media product without asking questions themselves or creating a forum, questionnaire etc. which could result in more accurate answers. Secondary research can be considered more advantageous, though because the one undertaking the research would only have to look for the information that is already out there.

• Advantages: Secondary Market Research is mostly free and the information obtained can be highly useful. In fact, it can be considered important along with primary research. It is far less time consuming compared to primary research; this makes it the more preferable option for conducting research. The internet is a great database for providing information and data that is free and reliable at times. Stats and figures can be obtained; these can also prove useful.

• Disadvantages: There is a chance that the information could be invalid and very difficult to obtain. Those who conduct the research will be required to rely on how well others have researched and this does not imply a great deal of sophistication. They may also have to rely on information that could be misleading. The internet will not always offer reliable sources that could provide a sense of completion of intended information. The data obtained may not be sufficient enough to satisfy those who carry out the research for various purposes e.g. to compare research of their own. This can have a negative impact on many companies.

• The Internet: this is the most popular secondary research source in the world; it is immense, therefore I would be able to obtain large amounts of information freely and easily. However, some sources may not be able to offer all the information I need. Because the internet is so big, there is always a chance I could obtain the wrong information, or information that is unreliable. If this happens during research for my game in this manner, I will have to rely on the wrong information and this could result in insignificant results. If I am unable to obtain the right results, there is a good chance my video game will be hindered in terms of audience appreciation due to lack of knowledge regarding what my audience really would prefer beforehand. My video game would therefore suffer. However, obtaining the correct information would result in my game benefiting and looking a lot more professional if I am aware of all the different types of conventions and styles I could employ in production thanks to resources I came across providing me with some inspiration.

Quantitative Research• Quantitative Research is a kind of research work that is based on hard facts and statistics. It is research that can be quantified/measured and

put into fractions, percentages numbers etc. It can be expressed/is expressible as a quantity, hence its name. A person undertaking quantitative research would ask a closed question e.g. What gender are you? The answer would only be short and simple. Undertaking quantitative research would be simple and easy; if I did obtain short, one word answers I would be able to expand on them more myself during analysis. The fact that this research method is simple can be considered an advantage rather than a disadvantage because it means I don’t necessarily have to go through with the trouble of waiting for a detailed response. People can just simply tick a box. Quantitative research is also an advantage for the audience who do not have to be concerned about providing accurate detail to their answer and in this regard I could intrigue the audience more with this method. It would clearly be easier and less stressful for the audience.

• Advantages: When one undertakes quantitative research, the results they obtain will be simple; usually short, one word answers are given in response. The research can be considered far more useful compared to primary and secondary research given that it allows people to measure the data obtained and examine it. It also comes out with a variety of statistics and facts; these can assist companies in finding out how big the market is. Whilst an individual measures and examines the data, it is easy to interpret and can be analysed quickly. This could save time.

• Disadvantages: A large number of correspondents is required with this type of research so that the results appear statistically accurate. The research will be more effective with larger numbers of people. It can be quite time-consuming to locate numbers of correspondents; this requires patience and can be quite stressful and frustrating. The research can also be expensive. The huge number of correspondents requires more money to be spent in respect of paying for paper when it comes to printing questionnaires, fees for transport, food etc. The amount of cash required in this manner could be massive.

• Questionnaire: A questionnaire can produce information that is quantitative because it only consists of a simple question e.g. ‘What age range are you?’ and boxes to tick underneath (16 or under, 17-18, over 18). The use of a questionnaire to gather research will benefit my video game because it will allows me to gain insight as to what my target audience is, as well as what they would prefer to see in a video game, simply by asking a short question which does not require detail that would be otherwise too difficult to interpret. Also, I would be able to put the results into figures easily.

Qualitative Research• Qualitative Market Research is a research method that goes more in-depth, taking the thoughts and opinions of audience members into account

rather than just giving one word answers. This type of research is used with the intention of confirming whether or not a customer truly likes a certain type of product by obtaining information about their opinions, beliefs and reasoning. It is almost as if it ‘tries to get behind the customer’s mind’. It is known to focus on the intangibles within the behaviour of many people e.g. perspective and understanding.

• The data is obtained through formally interviewing people and conducting observations. It can be considered the opposite of Quantitative Research. A good example of a qualitative question would be ‘What do you like about it and why?’. Undertaking primary audience research in this manner would benefit my video game because the amount of detail provided by the answers of many people will help me to obtain a big picture of the interests and attitudes of my audience rather than just simple, one word answers. It would be a good idea to use qualitative research as although it would be fairly time-consuming to get accurate and detailed responses, it would be very easy to take into account what my audience would like to see in my video game. From then on, I would only have to go over information that is given to me.

• Advantages: This type of research enables the customer to reflect and expand on their answer, therefore results will be more accurate and detailed. People are also allowed to give their own answers rather than tick one from a specific list e.g. in a questionnaire. The research can explore a variety of topics in great detail and with great depth; questions can be explored in many different ways and the researcher is invited to observe the behaviour of a customer.

• Disadvantages: The research is non-numerical, therefore the use of statistics is not an option. This can make it increasingly difficult to apply and generalise qualitative research findings to larger groups of people. It might also be difficult for the researcher to maintain a sense of objectivity due to the nature of personal, face-to-face interaction. The quality of the research is heavily reliant on the skills of the researcher and the large quantity of data can make it difficult to interpret and analyse the information. This can also be time-consuming; this is also the case for obtaining findings relating to a subject. Researchers may struggle to present their findings effectively and coherently and this would make the process seem very difficult.

• Observation: I would be able to gather research through carrying out an unstructured observation of social media sites e.g. Facebook or Twitter to gain understanding on specific audience interest in video games. I could accomplish this by looking at fanbases, where there is a good chance people will express their opinions both about what they like or what they would prefer to be changed (in regard to a genre of video games). Carrying out an observation will positively impact my video game because I can gain insight on audience opinion just by assessing a great deal of information that is already in front of me. I do not need to obtain results of my own through the creation of questionnaires, and understanding what members of the audience would like to see in a video game will influence the way in which I create it.

Audience Research• Audience Research is defined as any form of research work that is conducted to obtain information regarding attitudes, behaviours, interests etc. in relation to

a specific audience on a certain topic like video games. Audiences are based on different groups e.g. age, race or ethnicity or education (according to demographics). This allows for producers to identify the attributes of different groups of people. This would be effective as it increases the chances of obtaining a larger, more diverse audience for a product. Audience research is important as it gives companies a chance to obtain information that is meaningful and valuable i.e. they collect opinions before presenting information on a massive scale. This is an example of researching consumer attitudes.

• Research in this manner also allows companies to anticipate the effect on their target audience, and it is vital that the intended message is communicated to the audience successfully. In essence, it is research that is conducted on a specific audience segment with the purpose of gathering useful information regarding things like knowledge and preferences so that a better insight is offered for the target audience of a specific product. For example, my video game would most likely appeal to males. Stereotypically speaking, males tend to prefer action-based products which also contain violence.

• Advantages: There would be a variety of ways to advertise a product if the producer knows exactly who to aim the product at. There is a wider range of audience categories to appeal to other than gender, age, or race e.g. profession, income, lifestyle, marital status and geodemographics. There are also multiple ways to collect the information, whether it be through interviews, focus groups etc. A large amount of data would be given through the research; this makes it easy for individuals to prove whatever they have stated before undertaking the research e.g. males play video games more then females. It also allows for researchers to study the characteristics of the target audience and achieve an understanding of demographic and psychographic qualities.

• Disadvantages: It can be difficult to ensure a product appeals to the right type of people. The procedure can be time-consuming and if the product does not succeed in terms of intended quality/style, the research undertaken will have been in vain, as well as a complete waste of time. There is a chance that not all of the audience will reply, thus resulting in limited ways to prove a statement made by a producer due to lack of information. A significant amount of preparation will be required and the participants of the research will not be selected randomly. The number of participants can be considered small and therefore not enough to be representative of a certain audience segment e.g. race or gender.

• Internet Forums (discussion groups): this is an effective method in carrying out audience research because discussions take place amongst fans regarding the same genre e.g. first-person shooter for a video game. These discussions may concern what people want to see in a media product, or what they don’t like and the areas in which they desire changes to be made. This shows different points of view. Forums would be very helpful to gather research for my video game because it will be almost as if there is already a massive group of people waiting for a video game that hasn’t even been revealed yet, therefore there is a lot of options. Gaining information about what people prefer to see in a video game firsthand will benefit my production because I will be able to obtain a great deal of insight regarding target audience. My target audience would clearly be males as opposed to female audiences because males play video games a lot, especially teenagers and young adults, however there is obviously a great deal of information out there that would provide me with an even bigger picture of my primary audience. That information lies on the internet, within discussion groups. It would be a good idea to research discussion groups as part of my audience research because there is a lot of information that can be obtained simply by looking for it online. I would then create my video game in accordance with the needs and desires of this audience.

Market Research• Market Research is the collection and analysis of information regarding aspects of the market in which a media product competes with different products for things like

increased revenue and audience. It is used for identifying the characteristics and opinions of the audience e.g. what they believe in, read or desire. It mostly revolves around studying statistical data about audience size and the extent of audience awareness for a media product e.g. a video game. There are various organizations that undertake market research with the intention of studying media audiences and products.

• The Broadcasters’ Audience Research Board (BARB) is used by the BBC to provide estimates on the number of people who view their programs on TV. The Board collects TV ratings and information on viewership and also install a box in people’s homes which record every channel they watch. This could be effective for providing statistics on how often a specific programme is viewed. This is an example of advertising effects.

• Market Research is the gathering of information about the needs, preferences and attitudes of customers regarding what they would like to buy. It also concerns a media product or service and involves interpretation and analysis of the characteristics of the target market. Market Research is a good way to help ease and/or prevent marketing challenges (which are challenges that most businesses will have to face at some point). It would be a good idea to use market research for the research of my video game because I would be able to highlight what consumers truly prefer when it comes to the market and find out what people think about my video game before it becomes available. This is an effective research technique which also highlights psychographics e.g. Achievers or Belongers. I would be able to understand the needs of these psychographics and include elements within my game which would appeal to them e.g. multiplayer for Belongers who enjoy being part of a community.

• Advantages: Market Research brings the psychographics of the primary audience to the company and it helps to identify certain opportunities in regard to planning for a media product. For example, market research can help companies to understand the preconceived attitudes people tend to possess. This can be accomplished through evaluating new ideas and identifying the areas in which a marketing message needs to improve. Market research can also shape a new product, highlighting what is needed and what isn’t. It helps individuals to measure the progress they are making with their product and shows that improvements are being made; this can benefit the creation of a media product because it allows for the team behind it to monitor any type of failure with their product and act to correct it.

• Disadvantages: Conducting market research for a new product can be very expensive and a research company may need to be hired. The research could cost tend of thousands of dollars in the U.S. The information obtained may be inaccurate or misleading if the research was formulated poorly, and there is a chance of limited information being obtained; this could lead to failure to translate information to actual sites in the future. The process of collecting and analysing information can be time-consuming, and if a time frame is given, the researchers must collect information quickly otherwise it could become outdated. Failing to meet deadlines can result in complications for the media product due to lack of information about the market. Also, market parameters are constantly changing; therefore the information obtained may only be relevant for a certain amount of time. Researchers will be required to constantly monitor the market conditions for any changes in order to ensure their information remains relevant. The data will also need to be updated regularly; this could make progress harder.

• One-on-one interviews: Company managers utilize these with the intention of watching someone using their product. A good example of this would be for a video games developer e.g. Infinity Ward to test the capabilities of a new graphics program by setting up the game and observing individuals as they play it to see how the graphics look. After this period, the members of the company would interview the individuals, asking them questions regarding what they think to the graphics or if they want to see any alterations made to them. Based on the responses they get, the company would determine whether or not they need to make improvements. Carrying out a one-on-one interview with someone after the development stage of my video game could improve its overall quality because I will be able to highlight the weak areas through actual customer usage and act to enhance these areas, therefore my video game could turn out more visually pleasing compared to before undertaking the research.

Production Research• Production Research is research that provides information on the characteristics of the media product. Hence its name, production research is related to the production process

of a media product e.g. video game. It is fully focused on how a product is made. The intention behind a media product like a video game would be to entertain a wide range of people; therefore, it is all down to the producers to get more information on commercial viability (businesses gaining profit and being successful) as well as what resources they might need to launch the final product. When carrying out research, organizations gather demographics (age, gender etc. of audiences) so they can justify how to create the product so that it will impress the audience.

• This form of research revolves around the vital resources that are required for the production of something in particular e.g. a film. It does well to help one identify the resources that are needed to launch the final product, as well as to help one highlight the factors that could affect production e.g. events or weather. These factors can either be uncontrollable (weather in particular) or controllable (any events that could get in the way of production). I intend to implement production research for my video game because it will benefit me if I am prepared and am able to anticipate any errors that might occur and the level of severity regarding these errors. For example, they could impact whether or not I will be able to save my work.

• Advantages: The company/developer will be able to gain income through production research. They will get the opportunity to host sponsorship and merchandise and also obtain information regarding income, outgoing costs etc. With help from celebrities, companies will be able to advertise in a more widespread manner in many parts of the world. This can benefit a production company because a large audience will see these advertisements. It can also benefit the media product due to increased audience awareness. The research helps to provide content for the media product, as well as to assist researchers in looking into commercial viability. It also gives the opportunity to plan the post-production process.

• Disadvantages: To perform production research, the developers will be required to employ trained researchers if they want to obtain information that is accurate. It can be quite difficult to find the correct information, as well as to obtain a positive response from the audience through the correct placement of adverts. It is also very easy to over-advertise; this can have a negative impact on the product because people can get bored easily. The process of researching and finding out things to do with content is time-consuming as it requires increased focus on personnel, locations, facilities etc. This can also be very expensive. It can be very difficult to obtain a suitable workforce to make the product.

• Technical Equipment: There are a variety of areas to consider when undertaking production research. Technical equipment is one of them, along with commercial viability, finance and personnel. I would have to look into the types of production equipment I may need to make a video game e.g. a specific software. If I wanted to make a film, I would need to look into cameras, tripods and SD cards. If I don’t already possess this kind of equipment, I would need to purchase it. It would be a good idea to obtain equipment that is more up-to-date e.g. a high definition monitor or HD camera. I could also hire this equipment. Because I am making a video game using pixels, I will need to look into certain types of software e.g. Sony Vegas or find one that is more up to date. Gathering research on certain types of technical equipment I can use for my production will benefit my video game because I will have the chance to purchase hardware that is able to produce high quality images and load at high speeds; this hardware has the potential to enhance the overall quality of my video game, thus making it visually appealing to the audience.

Research of a gameLO2/3

Game Outline• Battlefield: Bad Company (2008)• Battlefield: Bad Company is a first person shooter video game developed by EA Digital

Illusions CE (DICE) for last-gen consoles e.g. Xbox 360. It was released in the U.S. on 23 July 2008, and in Europe three days later. It is part of the Battlefield franchise and also the first installment for the Bad Company series.

• Battlefield: Bad Company is a first person shooter (FPS), which is a video game genre centered around weapon-based combat through the point-of-view perspective of a character. In other words, the player sees through the eyes of the character whilst simultaneously firing a weapon.

• The narrative revolves around a U.S. Marine named Preston Marlowe who, with his squad, makes attempts to steal gold from enemy mercenaries in the midst of a conflict between Russia and the United States. Despite the nature of this near future war, the squad members are highly troublesome and the theme of war is mixed with a sense of comedy. The squad (nicknamed ‘Bad Company’) has a high mortality rate due to the irrational attitudes of its members, however they seem determined to prove their courage during the fighting.

• It is the type of game which allows players to utilize weapons for a variety of purposes, whether it be staging an ambush or damaging the environment. Players also have the option to choose from an assortment of military vehicles e.g. tanks, attack helicopters, patrol boats or infantry fighting vehicles to navigate the location quickly or to inflict greater amounts of destruction on the environment. The environment is almost entirely destructible, as it is in other installments in the franchise. This provides players with a strong sense of freedom, as well as the chance to not only experience adrenaline evoking moments, but also generate them all by themselves whenever they please. Such aspects of the environment include trees, buildings and vegetation. This implies the immense capabilities of the Frostbite Game Engine, which was used to develop many games in the Battlefield franchise.

Sources used: https://en.wikipedia.org/wiki/Battlefield:_Bad_Company

Audience• The primary target audience for Battlefield: Bad Company is most likely teenagers and adults. The presence of intense fighting sequences, strong violence and

profanity would prove to be unsuitable for children or people who are sensitive to violence. The planned, main target audience is clearly males due to the fact that, speaking from a stereotypical viewpoint, males tend to prefer themes of action (which are common in video games) as well as violence or war themes as opposed to female audiences. Females could be considered the secondary target audience i.e. not the main audience.

• Teenagers tend to play video games a lot, usually on a daily basis and on consoles e.g. Xbox and PlayStation. There is a good chance that teenagers play certain genres e.g. first-person shooter and MMORPG games, therefore a game of this kind would attract their attention. In this generation, adults play video games as well.

• Battlefield: Bad Company will most likely appeal to the ‘Achiever’ Psychographic audience. Achievers desire material wealth and power; the narrative of this game is strongly related to money and power due to the presence of characters attempting to steal gold from enemy soldiers. In addition, its importance is highlighted as the soldiers aim to obtain wealth rather than fight to survive initially. Due to this representation of material wealth in a military shooter video game, Achievers could find that this game applies to them. Socially Conscious Type A audiences may also be attracted by this game; they are concerned with how actions can have an impact on the environment and desire for the world to be a better place to live in. Battlefield: Bad Company focuses on the efforts of soldiers who are clearly trying to restore peace. The desire of the soldiers in relation to the implied sense of destruction and casualties strongly relates to the characteristics of this psychographic, therefore members of this psychographic will want to play this game.

• The game may appeal to people belonging to Social Grades C1 and C2 (lower middle class skilled working class). People at this category tend to be slightly hindered in terms of work or education compared to those who are at a professional standard. Battlefield: Bad Company highlights the fact that just because people aren’t capable of certain things e.g. following orders in the battlefield, that doesn’t mean they cannot accomplish things to a great standard. This can be reassuring to people who work at a low category, and those who find themselves at Social Grade C1 and/or C2 might be inspired by the aspects of the game.

• Battlefield: Bad Company could apply to those living within a specific location e.g. the countryside. Certain levels in the game are not based within urban areas e.g. cities, and the aspects of the countryside, including scenery, trees, fields and towns can be seen within this game. People living in this specific geographical location will be able to relate to the locations within the game, assuming they are similar to where they live, or that they remind them of where they might have used to live. Due to this, people will want to play the game if they live in the countryside because there is a strong sense of familiarity. This makes the audience a lot bigger. When the video game was released in 2008, it sold 2.59 million copies in its first year. The large number of copies sold suggests the popularity of the franchise at the time, as well as how large the audience will have been. However, the fan base for Battlefield was not as big as Call of Duty at the time. In the same year of Battlefield: Bad Company’s release, Call of Duty 4: Modern Warfare achieved 7.1 million sales which is massive compared to the sales Battlefield: Bad Company made. This shows that Call of Duty will have had a large audience in that period of time and was very popular. Despite this, Battlefield: Bad Company still had a few million people attracted to it because the franchise had a lot to offer, including destructive environments, a fast-paced storyline and a wide range of weapons to choose from, as well as the option to control vehicles in multiplayer. Call of Duty does not allow for vehicular combat in multiplayer and the environments are non-destructive. A fan base this size would benefit Battlefield: Bad Company because even more people could be attracted to it, therefore increasing its popularity and increasing the chances of the game being recognized as a mainstream game i.e. more recognized worldwide. Sources Used: http://www.1up.com/news/battlefield-bad-company-2-sales

http://serialgaming.blogspot.co.uk/p/company-rivals.html http://vgsales.wikia.com/wiki/Battlefield

Critical Response• “The rules of first-person shooters are changing. Video games that engage the player in

acts of war have always promised one thing; cover. During times of extreme duress the player has always had the option of retreating behind a wall or group of immovable sandbags in order to escape their assailants. Battlefield: Bad Company, the latest from the Sweden-based Digital Illusions CE (DICE), changes all that.” – NATE AHEARN

• Battlefield: Bad Company clearly received positive reviews from critics who praised the game for the way in which it changed the gameplay of war-based first person shooters for the better. A good example of this can be seen within the gameplay of Battlefield: Bad Company in which players can tear down walls, trees, small houses etc. by firing at them. The fact that players can accomplish things of this standard proves that the game would be highly exhilarating and addictive, mostly due to the presence of destructible environments. Another good example of how Battlefield: Bad Company completely altered the characteristics of the genre can also be found in multiplayer; in which players have the option to commandeer military ground and air vehicles e.g. tanks and helicopters for use on the battlefield so they can inflict massive amounts of damage on not only enemy players, but on the environment. This does well to create a strong sense of freedom which was obviously quite uncommon for shooter games released at the time, and the fact that players can roam huge maps in any way they desire was a first for war-based shooters at the time. These will have all been part of what made the response of Bad Company positive.

• Battlefield: Bad Company is also unique due to the fact that it represents the first story-based game in the Battlefield franchise and does not attempt to be as hard-edged as other games e.g. Call of Duty 4. It tried to be original, and this is what players would like to see in a video game. If the game attempted to rip off other similar games, it would receive negative reviews from critics and players will grows bored due to repeated usage of existing elements. The reviews from Metacritic on the right support the fact that Battlefield: Bad Company changed the nature of the franchise, as well as the style of gameplay found within games of the first-person shooter genre. People clearly praise the presence of destructible environments and a campaign that is ‘long and fulfilling’ and identify the game as a ‘console exclusive’. This shows that the response to Battlefield: Bad Company was largely positive, especially from fans of the Battlefield franchise. Even fans of Call of Duty state that the elements of Battlefield multiplayer should be brought into the multiplayer of COD games to make them seem increasingly exhilarating and adrenaline-evoking.

Sources used: http://www.metacritic.com/game/xbox-360/battlefield-bad-company http://uk.ign.com/articles/2008/06/20/battlefield-bad-company-review

Production Process• Battlefield: Bad Company is the sixth main installment in the Battlefield franchise. It was developed mainly by Digital Illusions CE

(DICE). The developers quite clearly took into account the different sections of production they would have to go through during the creation of the game. These steps include pre-production, production and post-production.

• Pre-Production: The producers were able to envision what the game was going to look like through prototyping the primary aspect of the video game: destruction. They accomplished this through use of building blocks and Lego that would provide mock-ups of how the video game would feel in terms of intensity. Pre-Production is almost certainly the most important part of the production process. DICE created concept art for certain levels of the game; after this the producers utilized 2D animatics to create a picture of what they hoped to accomplish. These animatics would focus primarily on how the characters would act, the levels of destruction and how the first-person perspective looked.; it will have all been depicted through use of simple cells to create an impression as to what the visual quality would look like without going into excessive detail. This is a highly effective method to use when it comes to visualizing a video game.

• After creating 2D animatics, DICE experimented with 3D graphics which created emphasis on colour, textures and details of the environment. It is at this stage when the game is beginning to look realistic, however the company is still visualizing what the game will look like. These animatics provide the producers with the means to demonstrate how they are trying to envision Battlefield: Bad Company.

• Production: Karl Magnus Troedsson, the senior producer of Bad Company, stated ‘Bad Company is built using a brand new engine called Frostbite’. This new technology allowed for the creation of a destructible world for the game. There were a fair amount of challenges to overcome e.g. rendering and the creation of dynamic shadows. The producers hoped to take advantage of the full processing power of the Xbox 360 and PS3. The game was created at Stockholm, Sweden where the EA Headquarters is located and relied on the Frostbite engine to create the elements of destruction within the game modes e.g. multiplayer. The Frostbite Engine did well to make additions to the video game due to the incorporation of realistic destruction into the games modes. This is what will have made Bad Company a highly anticipated game of the time, as well as a must-have for all fans of war-based first-person shooter games. Overall, production was accomplished with the help of many voice actors, nine in particular who voiced the major roles in the game e.g. the squad members of Bad Company. Visual effects e.g. motion capture was employed for the animation of characters in the game.

Sources used: https://www.youtube.com/watch?v=Ik1-elwq1e4 https://www.youtube.com/watch?v=KjAHFHuTDAQ https://en.wikipedia.org/wiki/Battlefield:_Bad_Company

Production Process (CONT.)• Post Production: Eight individuals contributed to post-production roles of the game e.g. the score (which was composed by Mikael

Karlsson), the film editing (for FMVs) and work in the art department. There were 16 people working in the sound department; they will have provided sound effects e.g. guns firing and bombs going off for the game. Johan Frojd was the motion editor in the editorial department which facilitated movements for characters in the game (both friendly and playable). Functionality testing was a vital part of the post-production process, of which there were 25 people. This stage of post-production will have ensured that all parts of the video game looked visually appealing enough to be considered acceptable. It would also benefit the game because a wide range of people would desire to play it multiple times. Because the video game was made by a highly diverse and cosmopolitan development studio, there will have been a large number of participants involved with the creation of Battlefield: Bad Company as well as other titles in the franchise. There could have been thousands of people involved with the creation of the game from a wide variety of offices. Overall, the video game will have taken a whole year or more to develop fully; this is the case for most games developed by the same company. A new game in the Battlefield franchise is released almost every year, suggesting that a specific time frame is supplied for these games. This includes Battlefield: Bad Company.

• Following these three stages of production, the company will have been required to ensure the game reaches the audience. This was accomplished through usage of trailers which parodied video games e.g. Gears of War and Metal Gear Solid in a humorous manner. This will have done well to identify the sense of humour that would appear in the game’s campaign, as well as to attract the attention of the audience. This was how DICE and EA distributed Battlefield: Bad Company. Upon release, the audience was able to visit EA’s official website which provided codes for unlockable weapons e.g. sniper rifles for the multiplayer of the game. This is a good example of exhibition and consumption, which is considered the final aspect of the production process. It highlights how audiences interact with the video game, and also proves how successful the video game is in regard to the reactions of the target audience. Sources Used: http://www.imdb.com/title/tt1245088/fullcredits?ref_=ttspec_sa_1

ArticleA specific article references the debate over whether or not a third entry in the ‘Battlefield: Bad Company’ series of the Battlefield franchise will be created. This article discusses the level of enjoyment the members of DICE experienced whilst developing not only Bad Company, but every game in the franchise. DICE Creative Director, Lars Gustavsson states ‘when we started the company with 1942, it was really a work of passion. And then we worked our way through the era of different wars.’ This quote shows just how the developers of the game value their own creativity and want to carry on expanding on this. It also highlights the fact that the company possesses great skill and patience, which are key when it comes to developing ideas and making something.

Source(s): http://www.pcgamer.com/battlefield-bad-company-series-will-return-after-a-very-long-vacation

Online Product Description • Set in the near future, the Battlefield: Bad Company single-player campaign drops gamers into a dramatic

Eurasian conflict. As part of a squad of four soldiers, players risk it all to go AWOL on a personal quest, fighting their own war within the war. Featuring a dramatic storyline flavored with attitude, Battlefield: Bad Company leads gamers far from the traditional frontlines on a wild ride with a group of renegade soldiers who decide that sometimes the gratitude of a nation just isn't enough.

• The Battlefield: Bad Company cinematic single-player experience captures the freedom and intensity of the franchise's legendary multiplayer sandbox game play in a dynamic world where nearly everything is destructible. Gamers have total freedom to be daring and innovative, adapting to and tackling challenges in unexpected "Battlefield-style" ways. Create sniping positions by blowing out a piece of a wall or drive your tank straight through a small house. The ever-changing battlefield forces players, their teammates and enemies to react accordingly.

• The game also features a full suite of the franchise's trademark multiplayer game play, supporting 24 players online.

• Battlefield: Bad Company is the first game built from the ground up for next-generation consoles using DICE's bleeding-edge Frostbite game engine, delivering unrivaled graphics, effects and game play.

• This description provides a positive representation of Battlefield: Bad Company and its content with the narrative, multiplayer and characters being praised. It was clearly created with the purpose of intriguing customers and convincing them to purchase the game. The most enjoyable aspects of the game are put forward and all negative aspects e.g. any bugs or glitches that might come up, or even lag during multiplayer that might occur (i.e. the game is slow) are not brought up at all, therefore the audience is made to focus on how much of an adrenaline-evoking experience they will be provided with if they play the game.

• Sources: http://www.amazon.co.uk/dp/B00111NY9Q/ref=pd_lpo_sbs_dp_ss_3/279-4168078-7493544?pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=lpo-top-stripe&pf_rd_r=1BNMF7X5JBFJKDM63D7Y&pf_rd_t=201&pf_rd_p=569136327&pf_rd_i=B0021AEKPI

Trailer The trailer for Battlefield: Bad Company shows off the graphics of the video game and provides the audience insight regarding the narrative and the characters. The trailer contains instances of humour which aren’t commonly seen in video games of the military shooter genre. A text comes up reading ‘These are the guys’ followed by another reading ‘I was just talking about’. This aspect of the trailer has the potential to evoke humour within the customer, attracting their attention. The level of graphic quality is also highlighted; it would seem poor in recent times, partly due to the fact that innovation has lead to video games looking far better and more convincing in terms of graphics. Some aspects of the game e.g. destructible environments are also shown; this could please those who are looking for a unique gaming experience quite distinct from any game they have played before.

The trailer shows off how the game ties in to the shooter genre, featuring instances of the first-person perspective with the player character’s weapon shown on-screen, enemy soldiers getting killed by the player and vehicles and buildings being destroyed. There is clearly a wide range of weapons to choose from on the battlefield as shown within the video, as well as a variety of in-game environments that contrast greatly when compared to each other. This provides a strong sense of variety. Source(s): https://www.youtube.com/watch?v=UaHcMxfJlhY

Catalogue• 1: DICE, EA (2008) Battlefield: Bad Company

• 2: DICE, EA (2008) “Bad World” Trailer (https://www.youtube.com/watch?v=xSbXwI1Qy2M) • 3: EA (1982) Battlefield – Official EA Site (http

://www.battlefield.com/)

• 4: Francesca Reyes (2001) Battlefield 3 (Xbox 360 Magazine, Issue 69)

• 5: DICE (cited in 2008) Battlefield: Bad Company (http://www.battlefield.com/battlefield-bad-company)

• 6: Anon (assessed 2008) Battlefield: Bad Company (http://www.imdb.com/title/tt1245088/)

• 7: DICE, EA (2008) Official Release Trailer (https://www.youtube.com/watch?v=UaHcMxfJlhY)

• 8: PC Gamer (2011): Battlefield: Bad Company Review (http://www.pcgamer.com/battlefield-bad-company-series-will-return-after-a-very-long-vacation )

• 9: Amazon (2008): Battlefield: Bad Company (http://www.pcgamer.com/battlefield-bad-company-series-will-return-after-a-very-long-vacation )

Mood Board

Mood Board Observation• These are images from the internet depicting aspects of first-person shooter or MMORPG video games. Specific games used include Call of Duty:

Modern Warfare 2 and Battlefield: Bad Company. I intend to include a first-person perspective for my video game; this necessitates the presence of images of crosshairs (this is clearly point of view as it shows what the character is seeing as he tries to line up his shot with the weapon).

• I have demonstrated the types of characters that will be featured within the game, as well as some of the non-interactive aspects of the environment. For instance, in my video game the character cannot climb into a tank. In fact, the player character will not be able to navigate the terrain, although he will be able to crouch, aim from side to side etc. The types of character who will appear in-game (both as playable and NPC) are soldiers. The images depict soldiers remaining stationary in the midst of a conflict; this highlights the main aspect of my game; to provide cover and supporting fire for allies/civilians from afar. The image showing three soldiers dashing away from an explosion highlights the fact that the player character will not be able to sprint to a different location, much less feel the need to because enemy fire in-game will not be striking their position(s). The primary objective is to defend civilians at an evac site in the midst of a conflict in the United States.

• The terrain for my video game is represented in my images as well. My video game will be taking place in the centre of a city which has been flattened; bombings will be implied to have taken place. A highway will lie some distance away from the city and a few intact buildings will be shown barely standing in some areas. Abandoned tanks and downed planes will litter the ground. The images I chose strongly represent what the environment will look like and I thought the image of a highway filled with vehicles would do well to highlight the events taking place within the game e.g. chaos.

• My video game will consist primarily of shooting enemy soldiers, firing missiles at enemy positions etc. There are up to three different positions for the player to choose; each one faces the battlefield from a different angle. One of these positions is from the air. The player will control the gunner of an AC-130 gunship who is looking through a camera to highlight enemies on the ground. Up to three people can play the game simultaneously, and each person will have the same responsibility: fire on the enemies and avoid civilians. The battlefield is an evacuation site in the middle of a city under siege by enemy forces in the midst of a fictional modern war. The player will only be able to see through the crosshairs, in which he/she will be able to line up their shot before firing at enemy forces. Civilians must be avoided at all costs; if any one of the players kills a civilian, they will fail the game. I thought the images of crosshairs and a POV perspective from a gunship in a video game would communicate my idea effectively as they show the type of game (first-person) and they also reflect the positions the characters will be in during the game e.g. in the air.

• The images of pixelated soldiers depict the game’s art style. I will be using pixels to create certain aspects of my video game in a large amount of detail so that the characters and non-interactive objects e.g. tanks as well as buildings look quite convincing to the player. The images of the level ‘Of Their Own Accord’ from Call of Duty: Modern Warfare 2(2009) show how I will be utilizing low key lighting so that dark tones and shadows predominate and give my game a menacing atmosphere. The images of a pixelated gun and helicopter show how I will be creating objects which tie to the genre of war and create a strong impression of the military. I will be creating these using pixels and including them on the battlefield to further add to the theme of war in my video game.