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Assassins Creed - Coggle Diagram
Assassins Creed
Context
Assassin's Creed is a series of video games published by Ubisoft. the first game was released in 2007 and now there are 12 games in the series with the most recent being Valhalla released in 2020
AC Valhalla offers familiar pleasures to existing fans (narrative and open world gameplay etc) along with new elements to target a larger audience (e.g. choice to use a strong female protagonist)
Games are a relatively new media form. The popularity of home consoles has seen huge growth since the 1970s and through rapid technological development has constructed what we now refer to as 'the gamer'
In 2021 the global video games market was estimated to worth over $130 billion with mobile gaming the fastest growing area
The growing development of the internet has made distribution a faster process as audiences can easily download the game directly on their console through websites like Steam. However, this has made the regulation of video games more difficult
Video games are culturally and historically important across three major territories; Japan, Europe, USA
The release of new gaming technology (PS5 and Xbox X are considered part of the 9th generation of game technology) or games from popular franchises can be major economic events
Industry
As Valhalla is the 12th game in the AC franchise this increases the economic viability of the game due to its pre-sold audience (individuals who are already inclines to purchase a product or service due to their pre-existing relationship with the brand)
Valhalla became the 5th best selling game of 2020 selling 1.8 million copies in the first week with a revenue of over $1 billion across its release
The graphics and gameplay of Valhalla is the selling point for the game - ability to play in a new historical era alongside the ability to play in an open world environment and being able to select the gender of Eivor was a newer addition to the series
Video games develop and react to advances in technology. Assassins Creed III: Liberation was released to coincide with the PS Vita, Valhalla was released to coincide with the launch of the PS5 and X Box Series X
Through high production values (500 million budget) and advanced gameplay, Valhalla offers a more immersive and 'cinematic' experience. Trailers for the game promised a far more cinematic game using conventions from popular TV series such as Vikings and Game of Thrones
Until 2012 the BBFC were charged with regulating video games. They are now regulated by the Video Standards Council in the UK, applying the PEGI (Pan European Gaming Information) standards.
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PEGI ratings offer audiences information as to the game content and are seen as ‘advisory’. 27% of UK audiences have purchased a game whilst still underage, therefore demonstrating the advisory element of the PEGI system- unlike BBFC certificates for films which are upheld by cinemas, gaming classification is harder to enforce
With the release of ACIII: Liberation on the PS Vita and mobile games such as Identity and Rebellion specifically for the mobile games market, Ubisoft demonstrate an understanding of the need to embrace digital convergence and the developing mobile games market
Social Media Platforms and gaming channels such as Twitch promote gamer engagement and identification with the game series across the gaming community. Gaming videos on YouTube and live streams of play on Twitch further promote the game to casual and hardcore gamers.
There are possible links to game piracy including piracy of the games which can be freely available on the internet and leaked content. Maintaining security can be difficult for game producers
Audience
Gaming is commonly seen as a male dominated industry in terms of producers & audiences. Valhalla demonstrates the franchise reacting to attracting more female audiences by allowing Eivor to be either male or female, with the game narrative adapting to this choice
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47% of gamers in the UK are female. The industry through changes in Valhalla and others demonstrates Ubisoft reacting to the surge in female gamers
The game is available across the major platforms available to gamers. DLC downloads and skins allow audience members to ‘personalise’ their experience.
Fans also play a role in the development of the franchise, through fan created videos and reviews and interaction with the game producer on social media. Their views matter and can inform future iterations of the franchise. Fans are from diverse social and cultural backgrounds - each provide a different view on the franchise and games in it.
Given the choice of avatar and its gender, this demonstrates aspects of identity, a gaming avatar no longer a singular, set element. Each player can now adapt their avatar to their own identities.
Cut scenes are used to add cinematic scope and real audience engagement - although they might not be playable they do add depth to narrative and therefore long term character/ story investment
The 'typical' gamer of games such as Valhalla tends to be young, white, heterosexual and male
Valhalla was released on major consoles and PC. This implies that the video game is aimed at a more serious and dedicated gamer. Audiences who play games such as these often seek video games which are challenging, have an interesting narrative
Pre-release of Valhalla offered audiences a Ubisoft exclusive Collectors Edition of the
game, which included additional DLC alongside a character figurine for franchise fans.
There were also other different versions of Valhalla upon release, offering different amounts of DLC for the video game. This focus on DLC shows a changing pattern of consumption, moving away from purchasing games as hardware (discs) and instead towards downloadable content online. This is only made possible through convergent technology and video gamer ‘buy-in’ to the value of the exclusive content. Ubisoft did this with Valhalla by immediately releasing ‘Post-Launch’ content
Merchandise is available for purchase on the AC website including various items of clothing like t shirts and jumpers and also bags and decor. This allows fans to connect to the franchise further. This plays a role in 360 degree marketing as people wearing merchandise in public may make people more inclined to look into the game and what its about
Photo mode section of the website allows you to upload screen shots from gameplay and also view, like and share other peoples photos including your friends
Theory
Industries
Livingstone and Lunt - (struggle in regulation) PEGI ratings are purely advisory, allowing audiences the opportunity to understand the content and themes of the game. Whilst these ratings DO offer protection from harm, they are not always adhered to by those who purchase or play the games nor are they ultimately enforced. The nature of production and distribution does however potentially threaten regulation of the gaming industry as games can be played, shared and even pirated. Given the industry relies so heavily on the internet and the use of digitally convergent devices, the speed and availability of games on the internet make it difficult to enforce regulation
Hesmondhalgh - (minimise risk, maximise profit) Valhalla is the 12th game in a popular franchise, the game earning over $1 billion alone. The game uses the familiar conventions established with the franchise as well as providing a new historical era in which to play, formatting the game against risk. The industry uses the internet predominately, using the speed and complexity
of digital convergent devices alongside social media to cross promote their products e.g Sony and Microsoft online shops
Audiences
Albert Bandura - (media can implant ideas in audience minds) Given the ability to control and influence the environment and their avatar in Assassin’s Creed, it could be seen as influencing the behaviour of the player. Due to struggle of regulation this makes accessing the game easier for younger, more easily influenced players. The game does encourage players to kill other characters, but it could be argued that this is part of an ongoing narrative, with ‘cut scenes’ to provide context to the character’s actions. Moral Panics such as those around the Columbine Massacre where games were blamed as responsible for the actions of the killers but this link has never been ultimately proven.
Clay Shirky - Fans of the franchise have been active in discussing and interacting around the texts using social media and video platforms such as YouTube and Twitch, allowing complete user interaction and discussion over the series and its direction. Platforms such as social media (X and Instagram) allow users to ‘talk back’ to the game producers, designers and cast alongside creating fan pages and discussion pages
Henry Jenkins - Fans of the franchise have been active in creating their own versions of the texts, from cosplay to fan fiction. Video games offer social experiences (online multi-player options). There are active fan communities of the game online. These narratives use the world of the game and elements are adapted or ‘poached’ and reinterpreted. Platforms such as YouTube and Twitch allow fans to live stream and play the games with an audience, allowing further interpretations of the narratives and characters.
Stuart Hall - (Reception theory) Dominant/ preferred reading - people who enjoy video games and the franchise The gender equality reinforced by the female central protagonist of ACIII: Liberation for example, should support the players view that women can compete equally with men. Oppositional reading - Gamers could react badly to the content of the game as they may not like violence, may find the narrative boring or potentially be racist. Negotiated reading - may not like the option of a female character and don't agree with it but still play the game