I have given Apple a break for this weak. I have decided to blog about video games. More importantly how companies get you to buy and continue playing their video games.
The purpose of video games are to engage the player in an entertaining way (Dickey, 2005). Video games tell a story using a unique technique which involves you, the user, to play the story. How would you advertise and sell a product that does something that unique, that allows the user to play the story? This is what this blog will explore.
My favourite game trailer:
After you have watched these two game trailers have a think about how you feel. Ask yourself the questions ‘Did I like the advert?’, ‘Did I feel involved with the characters?’ and ‘I want to know what happens next to the character?’. The key feature that these trailers elicit, and so do many others, is emotional linking. Coincidently, individuals have a need to seek out emotional stimuli (Raman et al., 1995). Video games meet this emotional need as they do elicit emotional responses from users (Ravaja et al., 2004). Emotions such as joy, pleasure, fear and anger. Ravaja et al., stated that video games are a useful stimuli for ‘sensation seeking’ people. This emotion from video games derives from the involvement users have with the video game. Newman (2012), suggests that the main character in a video game is a selection of equipment utilised and embodied by the player. Newman further states that players have an empathic emotional link with the main character in a video game. Hefner, Klimmt and Vorderer (2007) additionally state that players change their concept of themselves to match that of the main character in the game. Collins (2011) links the mirror neurons to this empathy relationship with video game characters. Mirror neurons are located in the premotor cortex of the brain. These mirror neurons activate when we observe another person’s actions as well as performing the action ourselves (Cattaneo & Rizzolatti, 2009). They are key to how we learn behaviour.
This alteration of self-concept and activation of mirror neurons further strengthens the bond between player and character. This emotional link with the main character is utilised and developed in the advertisement campaign of a new game.
Hollis (2010) suggests that emotion is key to a person’s survival and is more important in advertisement then companies believe. Lerner et al., (2004) additionally discovered that emotion can have significant influence over consumers buying behaviours. Weinberg and Gottwald (1982) also found that induced emotion can cause impulse buying. Therefore, to get consumers to purchase a video game the companies must elicit emotion in their advertisement. The advert will establish emotional links with the viewer and the primary character. This established emotional link with the player and character will cause the player to purchase the game.
So as we can see from this blog video game adverts can use emotion to entice the viewers to purchase the game. The use of emotion creates a link between the viewer and the character. Thus, keeping the consumer playing the game and using the product.
Saddest moment ever . . .