Video Games Call of Duty

Video Games: Call of Duty 

Ownership:
  • Published and owned by Activision 



Franchising:
  • Activision also franchises the Call of Duty brand to a number of different companies.  Merchandise includes action figures, comic books and card games.


Marketing and Distribution:

Marketing Strategy

  • But for this year’s CoD title “WWII,” Activision is placing more focus on billboards rather than popular digital platforms. This is because the first three CoD titles were set in WWII, and news had already leaked that the new game would be set in the same time period. Billboards also make fans feel more physically connected and involved on the ground with the CoD community, Harvey said.
  • While Harvey declined to give out many details about the “WWII” campaign in order to preserve the surprise element, this is what the marketing framework roughly looks like: On Wednesday, Michael Condrey and Glen Schofield, the founders and co-studio heads of Sledgehammer Games who developed “WWII,” and Hirshberg will reveal the new game and trailer in a live stream on CallofDuty.com, Facebook, Twitter and Instagram. On the same day, five billboards will go up in New York City, Los Angeles, London and Paris. There are unique codes hidden on the billboards for fans to find. The gamers can then piece the codes together and unlock them on a website. When the codes are cracked, gamers can unlock exclusive content related to “WWII” that cannot be obtained anywhere else.






Audience and Regulation:

What does 'PEGI' stand for?
  • Pan European Gaming Information


What does 'PEGI' do? 
  • A game content rating system established to help European consumers make informed decisions when buying video games or apps through the use of age recommendations and content descriptors.

What are the different 'PEGI' ratings?
  • There are five age ratings - three, seven, 12, 16 and 18.

Name a problem with the current 'PEGI' ratings relating to violence.
  • Ages 18 'Gross Violent' 

Which of the theories we've studied could you apply to this article?
  • Hypodermic needle theory
  • Active/passive Audiences
  • Desentisation
  • Moral Panic
True Target Audience:
  • It is not necessarily the case that the PRGI rating means the target demographic is 18.

PEGI Operating Procedure for ratings:



PEGI Ratings:
  • PEGI 3: The content of games with a PEGI 3 rating is considered suitable for all age groups. The game should not contain any sound or pictures that are likely to frighten young children. A very mild form of violence (in a comical context or a childlike setting) is acceptable. No bad language should be heard.
  • PEGI 7: Game content with scenes or sounds that can possibly be frightening to younger children should fall in this category. Very mild forms of violence (implied, non-detailed, or non-realistic violence) are acceptable for a game with a PEGI 7 rating.
  • PEGI 12: Video games that show violence of slightly more graphic nature towards fantasy characters or non-realistic violence towards human-like characters would fall in this age category. Sexual innuendo or sexual posturing can be present, while any bad language in this category must be mild. Gambling as it is normally carried out in real life in casinos or gambling halls can also be present (e.g. card games that in real life would be played for money).
  • PEGI 16: This rating is applied once the depiction of violence (or sexual activity) reaches a stage that looks the same as would be expected in real life. The use of bad language in games with a PEGI 16 rating can be more extreme, while games of chance, and the use of tabacco, alcohol or illegal drugs can also be present.
  • PEGI 18: The adult classification is applied when the level of violence reaches a stage where it become a depiction of gross violence, apparently motiveless killing, or violence towards defenseless characters. The glamorisation of the use of illegal drugs and explicit sexual activity should also fall into this age category. 

The PEGI content descriptors:

The game contains depictions of violence. In games rated PEGI 7 this can only be non-realistic or non-detailed violence. Games rated PEGI 12 can include violence in a fantasy environmental non-realistic violence towards human like characters, whereas games rated  to PEGI 16 or 18 have increasingly more realistic looking violence.


The game contains bad language. This descriptor can be found on games with a PEGI 12 (mild swearing), PEGI 16 (e.g. sexual expletives or blasphemy) or PEGI 18 rating (e.g. sexual expletives or blasphemy).






The descriptor may appear on games with a PEGI 7 if it contains pictures or sounds that may be frightening or cary to young children, or on PEGI 12 games with horrific sounds or horror effects (but without any violent content).





The game contains elements that encourage or teach gambling. These simulations of gambling refer to games of chance that are normally carried out in casinos or gabling halls. Games with this sort of content are PEGI 12 or 18.



This content descriptor can accompany a PEGI 12 rating if the game includes sexual posturing or innuendo, a PEGI 16 rating if there is erotic nudity ir sexual intercourse without visible genitals or a PEGI 18 rating if there is explicit sexual activity in the game. Depictions of nudity in a non-sexual content do not require a specific age rating, and this descriptor would not be necessary.
The game refers to or depicts the use of illegal drugs, alcohol or tabacco. Games with this content descriptor are always PEGI 16 or 18.


The game contains depictions of ethnic, religious, nationalistic or other stereotypes likely to encourage hatred. This content is always restricted to a PEGI 18 rating (and likely to infringe national criminal laws).























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