Assassin’s Creed
What is it
video game franchise
Historical Contexts
Video games are a relatively new media form.
Economic Contexts
Video games are culturally and financially
significant across three major territories (Japan,
Europe and the USA). The release of new gaming
technology or games from popular franchises can
be major economic events. It would be useful to
explore the way that games and technology (and
specifically those from within the Assassin’s Creed
game franchise) have been marketed and
received across the three major territories.
• In 2021 the value of the global video games
market was estimated to be $138.4 billion
increasing from $52.8 billion in 2012. Mobile
gaming is the fastest growing area.
production
• Advances in technology have shaped video games
by the inclusion of more complex gameplay,
highly developed graphics and advanced CGI.
• In terms of production the games in the franchise
are part of a multinational development which is
typical of game production in larger studios such
as Ubisoft.
regulation
• Video game regulation differs around the world
but is becoming standardised across many
European countries.
• In the UK until July 2012 video games had been
regulated by the BBFC. They are now largely
regulated by the Video Standards Council (VSC)
applying the PEGI system (Pan European Game
Information). The PEGI system can be discussed in
terms of its process (age ratings as well as visual descriptors of content) and also its attempt to
harmonise
• the protection of children across Europe
Convergence
• The convergence between social media platforms
promotes gamer engagement and identification
with the game across the fan community.
• Digital convergence is important to Ubisoft as an
individual producer in a competitive market, it
also benefits fans as individual producers of game
content, for example through gameplay videos.
• However, there are some possible risks including
piracy and leaked content.
Cultural Industries – David Hesmondhalgh
• The video games industry is designed to make
a profit, they operate in a competitive market.
One of the ways they minimise risk is through
genre-formatting, this is evident in the
Assassin’s Creed franchise. The marketing of a
new game uses audience recognition of the
game and the brand as part of the franchise.
Audiences therefore know what to expect.
• The sequel formula of the franchise model
gives audiences clues of what to expect, but
enough differences through themes and
setting to ensure anticipation and buzz around
the launch of a new game.
• The video games industry is dominated by large
multi-national conglomerates. Ubisoft is the fifth
largest video game company but is now also in
competition with tech companies including
Facebook, Google and Amazon who have recently
become major players in the games industry
backed by huge financial reserves.
Social and Cultural Context:
The
representation of female characters, underrepresentation of women in video game development
and an assumed minority of female video games
players are areas that could be explored.
• The Assassin’s Creed franchise has made
adaptations over the different versions of the
game to address changes in society and culture
and audience expectations. There are examples of
female protagonists in the later games (Aveline
and Kassandra).
How does the franchise target their audience?
The brand identity of the Assassin’s Creed
franchise is a key strategy for targeting audiences.
A fan community already exists and gaming
audiences have a preconceived idea of what to
expect from a game in this franchise. This will be
used in the marketing of a new game
• As a result of developments in technology, the
games are distributed across a range of different
media platforms which facilitate the targeting of
diverse audiences.
• Games in the franchise may attract audiences
through creating a sense of identity, for example
through identification with characters in the game
or interacting with online fan communities.
• Games producers construct audiences through
the decisions they make about characters,
narratives and gameplay. For example, Assassin’s
Creed Odyssey offers players a choice between
playing as a male or female character, Alexios or
Kassandra, allowing for different interpretations
of the narrative.
• Games in this franchise have broadened their
appeal, by, for example the inclusion of female
protagonists and different historical settings.
consumption
• The distribution of games in the franchise across
different platforms is a strategy to increase
audience consumption. This might be also
considered as an attempt to draw gamers from
different platforms to purchase additional
hardware and adopt new gaming habits.
• Gamers might be being encouraged to have a
more complete or satisfying experience by using a
range of interlinked products that offer exclusive
downloadable content. This is only made possible
through convergent technology and gamer “buyin” to the value of the exclusive content.
• The franchise has a well-established fan
community enhanced by digital convergent
platforms facilitating interaction and responses to
the game to be shared. Fans can play a role in the
future development of the franchise.
Fandom - Henry Jenkins
y video games
have evolved closely alongside the internet.
Video games offer social experiences (online
multiplayer options) as well as communities
outside of the core game experience. Fans may
be passionate exponents of a game or
• the harshest critics and can often impact the
development of games directly.
• The developments in video games technology
have expanded the ways in which fans can
interact with games producers and the fan
community, creating a participatory culture.
• Video games are interactive, enabling fans to
construct their identities through the
participatory online experience and the roleplaying environment