GAD3029 Innovative Game MarketingBahçeşehir UniversityDegree Programs DIGITAL GAME DESIGNGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
DIGITAL GAME DESIGN
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
GAD3029 Innovative Game Marketing Fall 3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Hybrid
Course Coordinator : Dr. Öğr. Üyesi GÜVEN ÇATAK
Course Lecturer(s): Instructor MERİÇ ENVER ERYÜREK
Course Objectives: The students of communication, cinema, media, fine arts, visual communication design, engineering, business, industrial design, and other faculties to learn the communication techniques and gain experience about the video game design, video game development and video games marketing which is the last twenty years biggest growing sector.

Learning Outcomes

The students who have succeeded in this course;
"
The students who have succeeded in this course will be able to;"
1) Implement communication techniques evolving from physical to virtual
2) Utilize CPL, CPM and relevant advertising and brand communication elements in game development and in-game marketing
3) Create brand communication strategies, advertising ideas and campaigns for games and the gaming industry
4) Comprehend marketing-focused in-game communication campaigns
5) Understand the importance of the player experience in the placement of in-game advertisements
6) Apply brand communication techniques related with game genres

Course Content

In this course, students will learn gaming culture, game genres, current practices and techniques in marketing communication related to these genres

Weekly Detailed Course Contents

Week Subject Related Preparation
1) The Concept of Gaming A brief & definitive introduction to metamorphosis of evolving human brain from UNIX chat to interactive transmedia games like The Secret World & a breakdown of “how tos” to map the communication strategies to successfully influence the educated 21st century mind through gaming Read Resource 1 What is a game? What is a good game?
2) Game Types, Genres & Possible Developments A rundown of gaming history & game genres with specific subtypes, from the first video game in history to VR titles of today & hologram technologies of near future. Read Resource 1 Analysis of various types of games
3) The Gamer Profile Detailed definition of major & minor target segments of global & local gamer populations including consumer insights. A short workshop of how to spot the right audience in target group for a specific genre & type of a game. Statistical Analysis of Gamer Behavior
4) Business Models in Gaming An introductory lecture of proven & experimented business models in gaming industry followed by three successful case studies: Assassins Creed franchise, World of Warcraft franchise & Clash of Clans Business Models in Video Game Industry
5) Game Production Pipeline A hands of guide & lecture about how games & gaming products are realised & evolved from idea to worlwide franchises Read Resource 9 Section 1.6
6) The Idea, The Pixel, The Job A targeted simulation of how game creation, development, marketing & brand communications are closely weaved to each other in the industry, with a case study of Rift Read Resource 9 Chapter 11
7) Creating a Hype That Sells Analysis of social media advertising & usage for creating the right target audience & image starting from the game idea and how to position your game even before it exists using personas involved in production. Read Resource 8 Chapter: Mastering Messaging Player
8) Platform, Geography & Budget Positioning your game & communicating your message across platforms, continents with the right budget. An analysis of low budget companies achieving worldwide successes with the right product & strategy. The Angry Birds & LoA scenarios. Read Resource 8 Chapter: Video Games Marketing 2.0
9) Channes & Tools for Games Marketing Web, social media, network & other techniques used for B2B & B2C promotion oof games & game related products. Read Resource 8 Chapter: Performance Marketing
10) Experience Marketing An analysis of games related hardware & software bundling, marketing value of VR showcasing & how to make a free product generate premium income with right hyping Oculus VR, HTC, Sony VR showcases.
11) Indie Scene Achieving marketing goals with almost no budget – Campaign & strategy building for indies. Making a cash cow out of small, dedicated teams. Read Resource 4 Chapter 5
12) Video is The King Influencer marketing for games thorough managed content & how to do it right. APEX showcase
13) Make Your Game Great Term Project Start: Game type, game genre, game idea, game concept & basic strategy presentations. Term Project Development: Presentations of games & marketing strategies of groups: Target segment analysis, insight, marketing model & strategy Team Project Finalization: The creative work & expected outcome
14) Wrap-Up Evaluation of the term, grading of projects Final Presentation

Sources

Course Notes / Textbooks: "* Game Concepts Guus Schijns http://mgsch.home.xs4all.nl/gaming/concepts/games_concepts.htm Newzoo 2016
* Statistics for Global Gaming Industry Statistical Analysis of Gamer Behavior https://web.wpi.edu/Pubs/E-project/Available/E-project-031210-184345/unrestricted/Statistical_Analysis_of_Gamer_Behavior.pdf
* The Marketing Guide for Game Developers http://www.pixelprospector.com/the-marketing-guide-for-game-developers/ 20+
* App Marketing Resources Worth Knowing http://www.apptamin.com/blog/great-app-marketing-resources/
* How to Grow a Unicorn https://adtoapp.com/book/unicorn In-Game Advertising: Mind Games https://www.marketingweek.com/2014/02/26/in-game-advertising-mind-games/
* Business Models in Video Game Industry http://pelipaja.centria.fi/wp-content/uploads/2015/05/Business-Models-in-Video-Game-Industry-autum2014.pdf"
References: "* “Video Game Marketing & PR Vol.1 – Playing to Win” Scott Steinberg
* “Production Pipeline Fundamentals for Films & Games” Renee Dunlop
* “A Practical Guide to Indie Game Marketing” Joel Dreskin
* “Innovation & Marketing in Video Game Industry” David T. A. Wesley, Gloria Barczak
* “The Video Game Explosion” Mark J. P. Wolf
* “Storytelling – Branding in Practice” Klaus Fog, Christian Budzt, Barış Yakaboylu
* “Game-Based Marketing” Gabe Zichermann – Jocelyn Linder"

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Application 1 % 30
Homework Assignments 1 % 10
Presentation 1 % 20
Final 1 % 30
Jury 1 % 10
Total % 100
PERCENTAGE OF SEMESTER WORK % 70
PERCENTAGE OF FINAL WORK % 30
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 11 4 44
Presentations / Seminar 3 6 18
Final 1 25 25
Total Workload 129

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Comprehend the conceptual importance of the game in the field of communication, ability to implement the player centered application to provide design. 1
2) Analyze, synthesize, and evaluate information and ideas from various perspectives. 2
3) Analyze the key elements that make up specific game genres, forms of interactions, mode of narratives and understand how they are employed effectively to create a successful game. 2
4) Understand game design theories and methods as well as implement them during game development; to make enjoyable, attractive, instructional and immersive according to the target audience. 1
5) Understand the technology and computational principles involved in developing games and master the use of game engines. 1
6) Understand the process of creation and use of 2D and 3D assets and animation for video games. 1
7) Understand and master the theories and methodologies of understanding and measuring player experience and utilize them during game development process. 1
8) Comprehend and master how ideas, concepts and topics are conveyed via games followed by the utilization of these aspects during the development process. 1
9) Manage the game design and development process employing complete documentation; following the full game production pipeline via documentation. 2
10) Understand and employ the structure and work modes of game development teams; comprehend the responsibilities of team members and collaborations between them while utilizing this knowledge in practice. 2
11) Understand the process of game publishing within industry standards besides development and utilize this knowledge practice. 4
12) Pitching a video game to developers, publishers, and players; mastering the art of effectively communicating and marketing the features and commercial potential of new ideas, concepts or games. 5