A Level Media Studies - Set Product Fact Sheet

ASSASSIN’S CREED
FRANCHISE

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 A Level Media Studies - Set Product Fact Sheet

Assassin’s Creed
Franchise
AS Component 1: Investigating the Media Economic Contexts:
A Level Component 1: Media Products, • Video games are culturally and financially
Industries and Audiences significant across three major territories (Japan,
Europe and the USA). The release of new gaming
Subject Content: technology or games from popular franchises can
be major economic events. It would be useful to
Media Industries
explore the way that games and technology (and
Audiences specifically those from within the Assassin’s Creed
Media Contexts game franchise) have been marketed and
received across the three major territories.
PRODUCT CONTEXT • In 2021 the value of the global video games
• From 2022 the requirement is to demonstrate market was estimated to be $138.4 billion
knowledge and understanding of the Assassin’s increasing from $52.8 billion in 2012. Mobile
Creed franchise in terms of the relevant video gaming is the fastest growing area.
games industry and audience issues it illustrates. (www.statista.com).
• At least one extract from a chosen game from the • Other strategies, in addition to games sales are
franchise must be studied in relation to industry employed to increase revenue including
and audience. production and distribution models.
• The Assassin’s Creed franchise is published by • Ownership is another significant element related
Ubisoft and encompasses 12 incarnations of the to the financial success of a games franchise.
game, plus spin-offs. It is an action adventure,
open world game, played from a third person Consider processes of production, distribution and
perspective; each game is set in a historical circulation and how they shape media products:
setting with a new story and time period. • Video games’ production techniques have evolved
• In 2021 the franchise recorded sales of 155 million and become increasingly innovative as the
units since its introduction in 2007. This was industry has become more competitive and the
helped by the launch of Assassin’s Creed Valhalla demand for games has increased.
in 2020 which sold more units in its first week • Being part of a franchise is a production model
than any other game in the series. However, that both increases economic viability and
games in the back catalogue of the franchise establishes a brand identity for the audience.
continue to be popular. • Advances in technology have shaped video games
(www.videogameschronicle.com) by the inclusion of more complex gameplay,
highly developed graphics and advanced CGI.
PART 1: STARTING POINTS - MEDIA INDUSTRIES • In terms of production the games in the franchise
Historical Contexts: are part of a multinational development which is
Video games are a relatively new media form. typical of game production in larger studios such
Consider the exponential growth of this form since as Ubisoft.
the 1970s, the rapid technological development, the
construction of “the gamer” and the difficulty of Consider the relationship of recent technological
regulating or monitoring the impact of such a fast change and media production, distribution and
paced industry. circulation:
• Video games develop and expand to reflect
advances in technology. The decision to release
Assassin’s Creed III: Liberation on PS Vita was to
 A Level Media Studies - Set Product Fact Sheet
tap into the increasing popularity of mobile descriptors of content) and also its attempt to
gaming (smart phones, tablets etc.). The PS Vita harmonise
was designed with many features usually • the protection of children across Europe.
associated with smart phones (touchscreen as • Consider the effectiveness of PEGI (possibly in
well as Wi-Fi, 3G and Bluetooth capability). comparison with the BBFC or the American ESRB
• This release of this game, as part of a well-known system in terms of authority and compliance).
and popular franchise, may be seen as an attempt
to bring high game production values to the Consider the impact of digitally convergent media
burgeoning new mobile gaming arena. The game platforms on media production, distribution and
was originally exclusive to the PS Vita but was circulation, including individual producers:
later (2014) released in a modified HD version • Assassin’s Creed III: Liberation, a handheld game
across a large range of consoles and platforms could be linked to the full PS3 console version of
(including PS3, Xbox 360 and Microsoft Windows). the game (owning both versions would unlock
• Other games in the franchise have also adapted to additional game content).
technological developments. For example, • The use of convergence has developed further
Assassin’s Creed Valhalla was released in 2020 to across the most recent games in the franchise.
coincide with the launch of new consoles This is significant in terms of
including PlayStation 5and Xbox Series X. promotion/marketing and circulation and
• Newer games in the franchise have introduced facilitates the development and re-release of
cross- generational gaming enabling data to be games incorporating more complex elements.
transferred from earlier generation consoles and • The convergence between social media platforms
cross-play and progression carrying progress promotes gamer engagement and identification
between different platforms. with the game across the fan community.
• The opportunities to distribute and circulate • Digital convergence is important to Ubisoft as an
games and to distribute additional content have individual producer in a competitive market, it
expanded, leading to increased revenue for the also benefits fans as individual producers of game
franchise. content, for example through gameplay videos.
• The games themselves have also developed in line • However, there are some possible risks including
with changes in technology. For example, piracy and leaked content.
Assassin’s Creed Odyssey offered a more
immersive experience for players than previous A Level Only
games. Consider theoretical perspectives:
• In 2021 it was announced that the new game to
be released in the franchise, Assassin’s Creed Regulation – Sonia Livingstone and Peter Lunt
Infinity, inspired by the success of games like • Consider the impact of convergence and
Fortnite, would be a fully live service game. This diversification in media on regulatory practices.
would expand the franchise and enable the games New technology opens up new opportunities
to time jump and include multiple historical and arguably new risks that complicate
settings rather than the single setting of the regulation.
existing games. This would also ensure the • Questions that might be discussed in relation to
longevity of the franchise and the ability to add Livingstone and Lunt include:
new content rather than launching a completely o Should regulation be more flexible?
new game. o Should industries self-regulate?
o Should individuals be empowered to
Consider the regulatory framework and the role of make their own decisions about the
regulation in global production, distribution and products?
circulation: o How might regulation become
• Video game regulation differs around the world problematic where individuals lack the
but is becoming standardised across many required media literacy to make
European countries. informed decisions?
• In the UK until July 2012 video games had been o How can the consumer-based and
regulated by the BBFC. They are now largely citizen-based regulatory model be
regulated by the Video Standards Council (VSC) applied to the video games industry?
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
 A Level Media Studies - Set Product Fact Sheet
Cultural Industries – David Hesmondhalgh • As a result of developments in technology, the
Use Hesmondhalgh to explore the way in which games are distributed across a range of different
cultural industry companies might attempt to media platforms which facilitate the targeting of
minimise risk and maximise audiences: diverse audiences.
• The video games industry is designed to make • Games in the franchise may attract audiences
a profit, they operate in a competitive market. through creating a sense of identity, for example
One of the ways they minimise risk is through through identification with characters in the game
genre-formatting, this is evident in the or interacting with online fan communities.
Assassin’s Creed franchise. The marketing of a • Games producers construct audiences through
new game uses audience recognition of the the decisions they make about characters,
game and the brand as part of the franchise. narratives and gameplay. For example, Assassin’s
Audiences therefore know what to expect. Creed Odyssey offers players a choice between
• The sequel formula of the franchise model playing as a male or female character, Alexios or
gives audiences clues of what to expect, but Kassandra, allowing for different interpretations
enough differences through themes and of the narrative.
setting to ensure anticipation and buzz around • Games in this franchise have broadened their
the launch of a new game. appeal, by, for example the inclusion of female
protagonists and different historical settings.
Hesmondhalgh also put forward the idea that the
largest companies operate across a number of Consider the interrelationship between media
different cultural industries: technologies and patterns of consumption and
• The video games industry is dominated by large response:
multi-national conglomerates. Ubisoft is the fifth • The distribution of games in the franchise across
largest video game company but is now also in different platforms is a strategy to increase
competition with tech companies including audience consumption. This might be also
Facebook, Google and Amazon who have recently considered as an attempt to draw gamers from
become major players in the games industry different platforms to purchase additional
backed by huge financial reserves. hardware and adopt new gaming habits.
• Gamers might be being encouraged to have a
PART 2: STARTING POINTS - AUDIENCES more complete or satisfying experience by using a
Social and Cultural Context: range of interlinked products that offer exclusive
• Considering video games in relation to how they downloadable content. This is only made possible
reflect society is a useful way of exploring them in through convergent technology and gamer “buy-
terms of social and cultural significance. The in” to the value of the exclusive content.
representation of female characters, under-
• The franchise has a well-established fan
representation of women in video game development
and an assumed minority of female video games
community enhanced by digital convergent
players are areas that could be explored. platforms facilitating interaction and responses to
• The Assassin’s Creed franchise has made the game to be shared. Fans can play a role in the
adaptations over the different versions of the future development of the franchise.
game to address changes in society and culture
and audience expectations. There are examples of A Level Only Consider the way in which different
female protagonists in the later games (Aveline audience interpretations may reflect social and
and Kassandra). Consider whether they subvert or cultural circumstances:
reinforce expectations of female characters in • The unique interactive and escapist experience
games and how audiences may respond to this. provided by video games influences
interpretations as gamers are part of a fan
Consider how the producers of your chosen game community made up of participants from
from the franchise target, attract, reach, address and diverse social and cultural backgrounds.
potentially construct audiences: • Players may also make choices about video
• The brand identity of the Assassin’s Creed games selecting those that reflect aspects of
franchise is a key strategy for targeting audiences. their identity, for example in relation to the
A fan community already exists and gaming Assassins Creed franchise, those that feature a
audiences have a preconceived idea of what to female avatar, or that take place in a particular
expect from a game in this franchise. This will be historical setting that is of interest to the
used in the marketing of a new game. gamer.
 A Level Media Studies - Set Product Fact Sheet

Consider theoretical perspectives: Media effects –

Albert Bandura
• Several games in the franchise have
received an 18 rating from PEGI due
largely to violent content.
• Consider audience response to
violent video games in terms of
Bandura’s arguments about
observation and imitation and
vicarious consequences. Explore the
“Bobo Doll Experiment” and discuss
how relevant this is to the audiences
targeted by the game. Are audiences
likely to imitate the behaviours
portrayed in the games? What might
be imitated?
• A useful discussion might be had in
relation to the active role adopted by
a player of video games. Question
whether Bandura’s conclusions are
invalidated or made more relevant if
audiences are choosing to commit
acts of violence in a video game
rather than watching/imitating
violent acts.

A Level Only
Fandom - Henry Jenkins:
• Discuss the significance of fan culture (and in
particular online fan communities) when
exploring the success of video games. This
discussion may focus on the way 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 role-
playing environment.