Audience and Identity

 Motivation model

 


Maintaining audiences

Updates

DLC

Limited time events

Competition

Discounts

Competitors

Online multiplayer

Discounts

Advertisements

Social media

Streamers

Age rating







Animal crossing- PEGI 3

One way to appeal to a wide audiences is to keep your age rating low

Like films, video games are regulated for content. Video games are rated by PEGI

However, it is difficult to regulate online, user-generated content such as voice chat


Types of Player

Casual- dabble in games but in short sessions or infrequently e.g a mobile player using a phone on a commute

Core- regularly play games, but are not super serious or competitive

Hardcore- have high end equipment, play often for extended periods of time, and often competitively


Universal appeal- all three types of player can engage with Animal crossing. This led to it becoming the 13th highest selling game ever.

Casual- intended audience for Animal crossing. The hybrid functionality of the switch allows casual users to complete quick tasks- such as harvesting fruit- on a commute and gradually build an island.

Core- a 'time travelling' function in the game allows users to adjust the in game clock. Called 'TTers' in the community, these players advance through the seasons to collect all the items faster than other players. Nintendo keeps the controversial feature in the to appease this part of the audience who don't want to wait months to access content.

Hardcore- due to the release window of Animal crossing arriving in the pandemic, some users spent excessive hours playing during lockdown. Competitions for who had the best island and rarest villagers were common. Some users explored all the content available.

Marketing

Pre- release marketing consisted largely producer created content, such as teasers and trailers. Most companies use third party events to advertise game releases, such as 'Summer games fest'. Nintendo in typically subversive fashion make short livestreams on platforms such as YouTube and Twitch to advertise their games.

More powerful than this is the word of mouth and user-generated content on websites like Twitter.

Marketing after release links to industry- the synergy with other products like Monopoly and Lego.

Nintendo also releases free 'patches' - small content updates

Paid DLC, such as Happy Home Designer, can bring players to the game, eager to join a game supported by a developers. 

Last major update over year ago


Nintendo maintain a variety of audiences by making it suitable and sellable to a global audience as well as targeting their product Animal crossing to a casual audience meaning anyone can play it and there is no barrier to entry. They also make Animal crossing family friendly with a age rating of PEGI 3 meaning people of all ages can play and won't be exposed to any unwanted content. Furthermore, Nintendo releases patches and DLCs to keep interest

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