Games in Context: Audience Expectations and Product Development

This report provides a comprehensive overview of the video game industry, tracing its historical development from the 1950s to the present day. It delves into technological innovations like augmented and virtual reality and examines how culture, society, economy, and technology influence game development. The report analyzes the relationship between audience expectations and product development, highlighting the impact of cultural trends and social factors on game design, using the example of Watch Dogs. It also explores the connection between social and cultural elements and video game promotion, concluding with a research and analysis component that articulates contemporary game development practices and relevant theories, emphasizing the industry's evolution and adaptation to consumer demands.

Games In Context

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain historic development in context of video game industry.....................................4
P2 Determine innovation in technology within gaming industry...........................................5
TASK 2...........................................................................................................................................5
P3 Determine how culture, society, economy and technology inform for video game
development...........................................................................................................................5
P4 Assess the relationship between audience expectation and product development in the
industry of video game...........................................................................................................6
TASK 3............................................................................................................................................7
P5 Explain how culture, technology and society inform design in context to gaming industry.7
P6 Determine relationship between social and culture and promotion of video game..........7
TASK 4 ....................................................................................................................................8
P7 Conduct a research , analysis and conclusion...................................................................8
P8 Present a presentation of practices of contemporary games development and articulates
theories...................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Gaming industry is the industry where people have to use their skills and abilities to play
stages of games whereas video game is an electronic game which is played by people through
mobile, computer and can also connect with television. In this report, it is included the history of
industry of video game where they have analyse detail about video game from the year 1950 to
2010 that how this industry is growing faster. There are technological innovation related to
augmented reality and virtual reality as it help in innovating video games to attract targeted
customers in market. There are ways that technology, society, economy and culture for
development of video game industry. The audience expectation and product development are
interrelated to each other as customer demand changes from time to time so industry have to
adopt those changes according to need and requirement of customer. In this way the design of
culture, society and technology for watchdog game. In this report, it is also discussed about
relationship between social, culture and promotion of video game. It is also included the research
and analysis of video industry. In last it is analysed about articulates theories and practices of
contemporary development of games. The theory and practices are used to retain the interest of
customer as they play games to remove their stress level and help them to enhance their skills
and knowledge. As they innovate new games in order to gain competitive advantage in industry.
MAIN BODY
TASK 1
P1 Explain historic development in context of video game industry
The video game industry was started in the year of 1950, as they began with introducing
simple games and recreate games. Student and professor in 1960 played a game in Massachusetts
Institute of Technology which are Moon landing and 3D tic tac toe. While playing games the
light display for showcasing computer power. Spacewar is one of the game which is first game
recognized and in year 1961 PDP-1 mainframe computer as it can be played by two person
because it is space compact fight and it can be played in simple computer and after using and
developing this game, student share about this to other institute. In video game industry, they
have developed cathode ray tube which help them to play by using television. In the year 1960
by using system of minicomputer and mainframe various computer games was developed but
this strategy was failed because of scarcity of computer resources so it become difficult to
transfer programs from computer to different geographical areas (Styhre, Szczepanska and
Remneland-Wikhamn, 2018)
In 1972, Magnavox Odyssey is the first video game which is developed because people
can play from their home. After that in 1979 first handled system was developed by Milton
Bardley company by using interchangeable cartridges for LCD matrix screen. In 1985, the
second wave of home computer and online games has taken place which help gaming industry to
explore more opportunity. In history of gaming, it is seen that they have built 3D graphics due to
increase in current trend which help them of using storage in CD. Due to current trend in gaming
industry people are more using internet or online gaming and rise of PC games. In that year
development of graphics has been increase and majority of people is playing game through

online. In year 2010, Microsoft has developed video game unit in a smaller with installing hard
drive of 250 GB (Jose Planells, 2017).
P2 Determine innovation in technology within gaming industry
Many technological changes are bring by the gaming industries in term of
innovation. The innovation is done by various companies of gaming industry is to attract
customer and innovate those games according to need and demand of customer in market.
Augmented reality and virtual reality are some changes that is describe below:
Augmented Reality: It is a increase version of the real physical world that is achieved
through use of auditory, digital visualisation, and other sensory (Jung, tom Dieck and
Rauschnabel, 2020)
AR is help the gaming sector for creating the a playing zone within the existing
environment. This technology help to make a powerful impact in the gaming industries for the
user if played on laptops, gaming system and tablets. Its help in rapid growth of gaming and also
help in making appealing games and replacing traditional games.
This technology also engaging the gamers and increasing the product or service being
offered. It makes their gamers to feel happy due interacting personally with the digital world and
experiencing that they playing in reality.
Virtual reality: It defines that computer generated visualisation in which the person
experienced the real world, artificial three-dimensional environment in the gaming through
electronic devices like special goggles with a screen and gloves fitted with sensor (Aluri, 2017).
It helps to provides gamers with appealing objects, digital extend reality at any time and
anywhere, boost much attraction among gamers, increased user engagement with impressive
experience which strive the great impact of the gaming industries to the gamers that make the
industries successful. It is game changer for the gaming sector because it offer as great version of
simple user experience so benefits to enriched the gaming environment which increased the
attention and attract more gamers.
TASK 2
P3 Determine how culture, society, economy and technology inform for video game
development
For development of video game all elements such as culture, society, economic and
technology help industry to grow as with the factors it help business to innovate new games in
market. Some of these elements are discussed in detail below:
 Culture: This is the main factor where industry by identifying the behaviour, values and
culture of employees which will help them to develop and innovate new games. As they
have to analyse the current trend in market (Muriel and Crawford, 2018). As people are
choosing those games where they get some information and education. In this way,
industry are innovating those games which help people to trained and learn something.

For example, kids chose challenging games for finding answer or solving situational or
critical problems etc.
 Society: It is the another factor where there is development of both industry such as video
games and market. When playing different games by people they identify character of
cartoon in video games and then this affect the purchasing of people in society. As after
identifying character such as Super Mario, Pac Man they only purchase according to the
character. For example, they buy products such as clothes, bands and many other product
related to character of games. This help video industry to analyse which character is most
attracted by people and with the help of this they can develop more video games
according to that (Skolnik and Conway, 2019). Economy: Economy is the another factor where there is rise in various number of indie
developers. They have shift from AAA games to indices because AAA games involve
huge cost in production and marketing as per this there is increase in cost of video games
which affect economy as people are shifting to purchase indie because they involve low
cost as compared to other games. Their main aim is to innovate new products in gaming
industry. Technology: This is the most important element that affect development of video
industry. Main element of development of indie game is of distribution service as this
help them to reach different customer in market. By proper research gaming industry can
easily innovate new games according to demand of customer.
P4 Assess the relationship between audience expectation and product development in the
industry of video game
The relationship between audience and product development is very important for the
development of industry in gaming sector as this not only help in increasing profit but also attract
different types of customer in market. There are different games such as education game, battle
games, war game and many other. By introducing different games this help gaming organisation
to gain competitive advantage in video game industry and also help them to meet customer
expectation in market (Song, Jung and Cho, 2017). They monitor and analyse what are the
demand and needs of customer to target audience which help them to develop their product in
market. Nowadays, people are demanding online games and with this they want safe playing as
many games hack their mobile and steal information. In this way they want safe online games so
that information from their PC or mobile is protected from hackers.
From identifying all factors such as technology, culture, economy and society it is
analysed that audience expectation is directly related to development of product in video
industry. If any organisation do not analyse all these factors and according to that they innovate
video games that it will lead to failure in market which will affect relationship of audience and
product development. As audience expectation is increase day by day so they have to adopt
expectation and innovate new games by analysing different audience in society (Jose Planells,
2017).

TASK 3
P5 Explain how culture, technology and society inform design in context to gaming industry
Watchdogs is a game developed by Ubisoft, a French organisation of video game
innovate adventure game in market for public so they can target many people. This game is first
introduced on 27 May 2014 and the latest version of Watch dog game is launched recently on 29
October 2020. As people only want those game which are adventure and challenging to complete
level of game. This is a game which is played by players who can interact with a world which is
fictional (Harvey and Shepherd, 2017). For playing this game players use weapons where they
fight with other where if player finished their game when their is death of player while playing.
In this game players can easily hack other devices which are connected with ctOS (central
operating system). This type is used by player when they want to quickly solve their puzzle as
this can only be done to gain entertainment as other is a non player and is arrested through fake
evidence. The main game is to kill all enemy when the enemy is seen by the player they have to
immediately kill enemy by weapons. Watch dog is a set where there version is related to real life
cities which are San Francisco, Chicago, London.
In context to this game, social, culture and technology as there information is used to
from gaming in the industry. As in culture there is vast information is available of people as well
while playing games the mail id and other details like name, profile photo all data is shared
which result is the misuse of information in market. This become serious issue in culture and fear
among public in society. Society is another factor where the use of artificial intelligence
technology and there is various threat in technology which is used by hacker. Moreover, in daily
life involvement of private companies is increased and they are monitoring information of public
through data mining technology (Richard and Gray, 2018). The main place where the data can
easily be achieved is from social media.
P6 Determine relationship between social and culture and promotion of video game
To market Watch dog game, the company Ubisoft market through content marketing. The
content marketing is defined as marketing use to promote goods and services by using various
digital sites which are videos, graphics, images, bog and other content marketing sites which
help to market the game in such a way to attract and build interest of customer to regarding game
as they do not market directly. In other words, it can be said that their main aim is to take interest
of customer and target them by marketing their game in society (Denisova, 2019). Ubisoft has
market their game by using videos to tell players about their game so they can take interest and
play their game. The first video market by company is that there was a live video which show
stunt in game that is performed by player while playing game. The other video is that they have
control light and ATM which help in attracting customer. This video is watched by millions of
customer when they are doing content marketing. These videos are used by them to promote
their games in order to attract players to play that video and take attention to play a game. The
element to promote used by selected company to state that there are culture and social concern
which is related to use of technology that is used to hack other devices which is connect with
game. From the discussion, it is identified that by using elements in selected game can easily
stole information related to player and other information and by using these information they use
those data to stole money from bank and misuse those information in other manner that harm
player.

TASK 4
P7 Conduct a research , analysis and conclusion
From the discussion of report and research on different topic it is analysed that video
game and product development is a way that they analyse which type of game is been focused by
players in current world. As the demand is changing continuously as they want those games
which are challenging and many wants educational game which is solved by using their skills
and knowledge. The development of game focus on reality of culture and want 3D graphic which
is used by companies in gaming industry. Watchdog is a game which is established by Ubisoft
which is a game of open world. The game is based on illegal cyber crime where private
corporation is gathering information of public or player while playing game. In other words, it
can be said that in history of video game is very big as it is established in the year 1950 they
have introduced a video game and now there are various games which can be played onle
because when people are free or want entertainment then they play games either from PC or
mobile. There are various game which are fake and some are paid games (Gregory, 2018).
People want to play only those games which are safe and protected that have high security which
help them to protect their data and can play easily in their mobile phones and on other devices.
Many companies in gaming industry are doing marketing of their games so they can take
attention of people in order to try game and with the help of this they can increase profit. There
are both positive and negative way while playing games through online or from other mode.
P8 Present a presentation of practices of contemporary games development and articulates
theories
Gaming theory is a theory which show that they deal with various factors such as design,
players, study of different games and their role in culture and society. As it is categorized into
into three components such as game play, user experience and system. System is a mechanism
structure where rules and policies are given to player. On the other hand, game play is defined as
play where people know what type of game it is which means they can interact with system and
user whereas user experience is the experience where this is achieved by playing game as many
companies take feedback that they like game or not and also monitor what are the demand of
customer as which type of game they want to play. (Keivanpour, Ait-Kadi and Mascle, 2017).
There are various practices for games development as they should not make any
assumptions related to screen size as many people have different devices such as ios and iPhone
as they have different screen revolution, there should be separate mechanism of game from
content of games. The best practice of game development is that the company should use update
loop for actions for their time dependent. The other two practices are reward player which means
in game industry company should give reward system as this help them to motivate players
which lead to develop more interest in game. The other is that it is easy to attract customer as
they play games when they are stress and help them to increase their skill and knowledge such as
they play those games which gives knowledge and help them to increase their knowledge
(Baron, 2019).

CONCLUSION
From the above discussion, it is concluded that that video industry is growing faster as
this help people to entertain themselves and can lower their stress level in organisation. In the
report it is discussed about history of video game industry which is observed that it was
established in the year of 1950 and after that demand of online game increases in market. This
not only help in increasing profit but it also retain players in gaming industry. There are types of
reality which is augmented reality and virtual reality which means there are innovation in games
industry. There are various factors such as culture, economic, social and technological which is
effective in development of gaming industry. There are relationship between audience
expectation and product development as the need and demand of customer is the main as it help
them to for developing their product in market. In this report watch dog is taken as game where
the main aim of there is to hack and steal information of public as then they use that information
in misuse. As there is gaming theory which means deals with various factors such as design,
player experience and other.

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