Journal Week 1- Review on Marketing Analysis with Production Team

*Week 1 Reading: "The Definitive Guide to Entertainment Marketing" by Al Lieberman & Pat Esgate

-Introduction

-Chapter 1: Begin with the Basics- The What and Where of Entertainment Marketing

-Chapter 2: Getting the Product to Market: Who and How

During the class lecture, we have gone through the first 2 chapters of the book that define the fundamentals and concepts of the entertainment marketing. In the first chapter of the book "Begin with the Basics", we cover the four C's of marketing (or the Four Categories of Marketing Concepts). They are as followed:

Content- this concept is the strategic approach towards marketing with the creation and distribution of valuable product that will attract and acquire the targeting audiences. The objective of this concept is not to pitch the product or service for which we want to sell, but it is to deliver the information to our audiences about where and how the product was made. The key strategy is to develop a story told by the business organization that creates the content to attract and engages with the audience in hopes of improving favors for a better and profitable rewards.

Conduit- The concept is about how the product is delivered to the customers through aspects of the social network media. One traditional method is the form of advertisements through public websites or forums and how the displayed product is able to reach the target audience. In the game industry, the products are delivered either in physical or digital copies through business transactions.

Consumption- This is a simple process by which the product and services are put to use by the buyers. this concept is technically the last and final phase in the economic activities that starts with an evaluation of available resources through the Conduits of the product and proceeds through the means to acquire them either through purchase a physical copy from a store (Walmart, Game Stop, etc.) or a digital transaction on the game's website (PlayStation Store, Nintendo Store, etc.).

Convergence- the last concept is how the information of the technology, marketing and design is transmitted on multiple platforms and a variety of games. For game marketing, it is the distribution of the product integrated on multiple console platforms. The concept is also

In the second chapter of the book, "Getting the Product to Market", we reviewed more about the business market and how some of the big organizations have covered the marketing reaches with their narrative stories through Messages, their targeting audiences, and how those decisions have an effective impact on the market. We got some good examples with games like No Man's Sky and Subnautica, were both games had the same game play concepts with different setting. However, Subnautica had full control over their narrative story and focused on managing their transparent production through a small team, whereas the team that started building No Man's Sky did not have any control over their narrative and let their audiences make their stories, building in concepts of game play for which the production teams did not bother to stop.

Weekly Production Review

Within the 1st week of attending the game production team for "Grey Area", I had introduced myself to the lead developer and told him of my involvement with his team as a marketeer for their game product for the next 7 weeks. But before he would allow me to assist, I needed to fill out a Non-Disclosure Agreement form in order to protect the rights and secrecy of their game production. As soon as I filled out the form and handed it in to him, the lead developer was very helpful for answering in answering the questions I needed to ask of his team regarding on their goals and objectives. He even gave me an invite to their Slack conference so that I may talk to the shareholders on the marketing channel and explained to them about my reports on the game. As of now, they do not want anything major from me other than what I write down on my assignments about the game project and market analysis based on the current trend of games.