Video Games: Call of Duty

 7/04/25

Video Games: Call of Duty

Ownership

Franchising - activism on also franchise the “call of duty” brand to number of different companies

Merchandise- includes action figures, comic books and card games e.g mega blocks, card games, board games, books and toys 

• Video game franchise - brought in a lot of revenue over 15 billion since 2013 
• Celebrity endorsement as a strategy to market the product e.g. Michael b Jordan 
• Listen to their audience billboards - marketing strategy 
• Teasers every six months - promotional content like a film long trailer 
• Above the line - traditional advertising BFI IMAX, London 
• Live stream 
• 5 billboards in New York, lots angles London and Paris
•  26 million promoting infinite warfare used both digital and traditional 
• Snap codes go straight into snap chat accounts for call of duty 

Community - forums 

8/04/25

Audience and Regulation

The Games Rating Authority (GRA), formerly the Video Standards Council (VSC), is the statutory body in the UK responsible for classifying video games using the PEGI system, helping parents make informed decisions about age-appropriateness. 

We provide a range of tools for parents to help them make sure their children are safe when playing games. Activating parental controls can ensure that children only access material that's suitable for them. 

The Games Rating Authority (GRA), formerly the Video Standards Council, is the administrator of the PEGI (Pan-European Game Information) age rating system in the UK, responsible for classifying video games using PEGI criteria, making it legally enforceable to sell or rent PEGI 12, 16, and 18 games to those under those ages

In 2012 the PEGI system was incorporated into UK law and the Games Rating Authority was appointed as the statutory body responsible for the age rating of video games in the UK using the PEGI system.

Every game that receives a PEGI rating is assessed by examiners who are trained in how the PEGI system works. Once they've received information from the game developer about what the game contains, they will examine footage of the game being played and then play the game themselves.

We provide a range of tools for parents to help them make sure their children are safe when playing games. Activating parental controls can ensure that children only access material that's suitable for them. Controls can also help parents to place limits on spending and playtime.

Pegi - pan European game information 

3 7 12 16 18 - bad language, discrimination, drugs, fear, gambling, sex, violence and online 

• Who are the GRA?

◦ The Games Rating Authority is typically responsible for classifying video games based on their content, ensuring that consumers are informed about the suitability of games for different age groups.

• What does ‘PEGI’ stand for?

◦ PEGI stands for Pan European Game Information

• What does PEGI do?

◦ PEGI, The Pan European Game Information (PEGI) is a system that provides age ratings for video games across Europe. Its main purpose is to help consumers, especially parents, make informed decisions about the games their children play. 

• What are the different PEGI ratings?

◦ The different PEGI ratings are 3, 7, 12, 16 and 18

• Name a problem with the current PEGI ratings relating to violence.

Different opinions how one person considers violence to another different interpretations of gross violence 

• Which of the theories we’ve studied could you apply to this article?

Uses and gratifications - entertainment emerged POV as well as personal identification POV

Altman genre pleasure theory - call of duty includes violence knives

 and gun encourages people to be violent when or after playing 

Active audience - interact e.g. shout competitor  - passive just watch and endure 

Hypodermic needle - enforcing ideas and ideologies on a group of people making feel certain way e.g thought process 

Desensitisation - accustomed and used to violent behaviour no reaction top violence and aggression as he seen over and over again see same thing 

Moral panic - scared or shocked about something fearful of something because you’re not overly informed about that particular subject e.g. covid

Pegi rating always on the cover