ANIMAL CROSSING: Audience consumption

Question 1

What audiences does ACNH appeal to?

Answer 1

Universal audience appeal
* Casual Gamers:
* Young adults/females:
* Children:
* International audiences

Question 2

• Why does ACNH have universal global appeal?

Answer 2

• Children= Family friendly
• Adults= Depth, narrative, customisation
• Global Appeal: Major markets in Japan/ North America/ Europe due to universal themes.

Gender queer= Avatar customisation (can choose gender, hair, eye colour, skin tone)

Question 3

Who are the pre-sold audience demographic for ACNH?

Answer 3

• Franchise fans (series begun in 2001)
• Will appreciate familar/new elements
• Minimises risk

Question 4

What is ACNH largest audience?

Answer 4

• Female fans (19-24)

Question 5

ACNH: Psychographic appeal?

Answer 5

• Non-competitive gameplay

Question 6

Uses and gratification theory definition

Answer 6

• A communication theory
• That explores why and how
• individuals actively seek out specific media to satisfy their needs.

Question 7

What need/gratfication would ACNH meet?

Answer 7

• Affective needs: (escape from stress through customisation)
• Social interactive need: (players can host online gatherings/ invite friends/ throw virtual events)
• Cognitive need

Question 8

How does ACNH satisfy cognitive needs?

Answer 8

• Blathers provides detailed information about collected fossils, insects, art peices thus earning players cultural and scientific knowledge.

Question 9

Name 4 features of ACNH that contributes to the franchises ability to retain players?

Answer 9

1. Regular updates/ DNC’s
2. Community/social interactions and game play
3. Seasonal changes, real time events
4. Customisation, self expression and creativity:

Question 10

Audience appeal- Regular updates and DNC’s

Answer 10

• Provides players with ongoing content to explore.

Question 11

Audience appeal- community and social interactions

Answer 11

• Community is fostered in game and amongst players.
• In game= visitations, trading, sharing
• Players= Communication through in game chat/ external platforms.
• Creates belonging

Question 12

Audience appeal- seasonal changes and real time events

Answer 12

• The game incorperates real time mechanics and seasonal changes
• Encourages players to return to the game to experience time-limited events.
• The anticipatation of events maintains annual engagment.

Question 13

Audience appeal- customisation and self expression

Answer 13

• The game provides extensive customisation options.
• Players can customise homes, avatars, architecture.
• Ability for self expression creates attachment and ownerships.

Question 14

Animal Crossing: Social Context: Covid and economic success.

Answer 14

• Research finds that lockdown gave people time to indulge in games (such as Animal Crossing)
• 62% of UK adults played video games during the pandemic, says Ofcom.

convenience of digital distribution helped boost sales

Question 15

What did ACNH supply audiences during the lockdown?

Answer 15

• Escapism
• Social interactions
• Sense of routine and normalcy
• Postive and uplifiying aesthetics and atmosphere

Question 16

What does Jenkins mean by “Participatory culture”?

Answer 16

• Fans actively engage with and contribute media content

Question 17

How do the fans in ACNH engage in “Participatory Culture”?

Answer 17

• Custom designs (patterns)
• Custom clothes, furniture
• Sharing creations with others

Question 18

What does Jenkins mean by “Fan Labour”?

Answer 18

Fans willingly contribute their
* Time, Skills and Creativity
* To produce fandom-related content .

Question 19

How do the players of ACNH engage in “fan labour”

Answer 19

• Participation in online communities (sharing tips, tricks, inspo, exchange dodo codes)
• Twitch streaming gameplay
• YT Walkthroughs

Question 20

Explore how digitally convergent media fosters new forms of game consumption,
particularly social gaming, streaming, and virtual interaction

Answer 20

1. Content sharing
2. Streaming
3. Social gaming/ Online Mutiplayer

Question 21

Explore how digitally convergent media fosters new forms of game consumption, particularly streaming

Answer 21

• Many players stream their game play via Twitch/Yt.
• Creates a new type of entertainment in which audiences can watch, engage and interact with gameplay.

Question 22

Explore how digitally convergent media fosters new forms of game consumption, particularly through social gaming

Answer 22

• Players can visit eachothers islands, interact in real-time.
• Friends and families can play together on in game experiences
• Converges internet technology with gaming

Question 23

Explore how digitally convergent media fosters new forms of game consumption,
particularly content sharing

Answer 23

• Many players share screenshots/videos from their gameplay on social media platforms.
• r/AnimalCrossing is a subreddit dedicated to ACNH (has over 1 million members)

Question 24

Examine how Animal Crossing leverages digital convergence for cross-promotional
opportunities (e.g., in-game events, partnerships with brands like Sanrio, social
media campaigns)

Answer 24

• Puma/ Build a bear
• Designers like Marc Jacob and Valentina did virtual catwalks of their clothes in the Game.
• digital partnerships–The Biden Campaign launched “Biden headquarters” in the game.

Question 25

Guerilla Marketing: ACNH

Answer 25

*ACNH let companies/brands play the game for free. Companies like Gucci and H & M created their own island in the game. (these brands create publicity in social media, encourging players to particpate)

This generates free advertising and expands the brand’s reach through organic social sharing