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ASE 4-1
SELLINGVIDEOGAMES INGERMANY
Germany has been one of the most challenging markets in
Europe for game companies to penetrate. With 38 million
households, Germany represents a huge opportunity for the
gaming industry. But so far, the promise has been elusive. For
instance, while 24 percent of UK households own a Sony PlayStation 2, merely 6 percent of German households have the
console. Gerhard Florin, the head of European operations for
Electronic Arts (EA), a leading game publisher, noted that: If
we could get German game-playing up to the level of the UK,
Europe would become EAs largest market, even overtaking the
United States. Germany is not a technological laggard: Internet
usage (around 57.1 percent) is among the highest in Europe.
According to industry analysts, sociocultural factors explain
the slow adoption of videogames in Germany. One important
element is the low birth rate: the average German woman has 1.4
children compared to 1.6 per woman in Britain. German parents
are also more strict, steering their children away from video games
toward homework. German children tend to be older when they
finally take up the hobbystarting at five-to-six compared to
three-to-four for British children. There is also a strong reading
culture. Mr. Florin observed that: Germans feel they are supposed
to spend their time on their education or career.
Gaming companies are trying hard to change the image of
gaming in Germany. Sony is promoting a more family-friendly
image. Companies also tailor their games to comply with
German decency standards, among the strictest in the world.
For instance, games based on World War II leave out Nazi
insignia; spurting blood is changed to green, suggesting an alien
has been killed rather than a human. Companies also hope that
a new generation of handheld game consoles will boost the
market. According to a Sony executive: Most German parents
say they dont want kids sitting in front of the TV screen
playing games. But they dont mind giving them a handheld
console in the back of the car.
Discuss what other marketing initiatives gaming companies
Source: Gunning for players, Financial Times, February 1, 2005, p. 9. can take to stimulate their sales in
Germany
Teenage girls who have grown up with MTV and lifestyle magazines lile Seventeen
Aesthetics
These dolls are fashionable
Stylish clothes
Lips are huge
Hair is long
Thick body proportions
Heavy make up
Religion
Crazy sexy outfits that is not acceptable for countries
Discuss what MGA entertainment can do the boost the sales of Bratz dolls in Asia
Produce according to different culture in different country (by attention yo make up,
dress and training accessories)
Accessories
Distribution
Make dolls as a symbol (study, sport, also personality)
Use events of a countrys cultural calendar (Chinese, New year, Ramadhan)