Call of Duty: under the HUD: an analysis of the primary factors behind Call of Duty’s continually successful sales figures

Nicholls, Charles (2012) Call of Duty: under the HUD: an analysis of the primary factors behind Call of Duty’s continually successful sales figures. BSc dissertation, University of Portsmouth.

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    Abstract

    The past three years have seen Call of Duty titles consecutively break the record for the fastest selling entertainment product in history. This study presents a critical analysis of the franchise from a number of different aspects to establish the major factors contributing factors to the consistently impressive sales performance of game within the franchise.
    The study largely separates into two main areas: an analysis of the games themselves and an analysis of the marketing and branding surrounding the franchise, before concluding with an analysis of how these factors combine to maximise the potential sales of the products. The game-based aspect of the study focusses on the experience of the player and how the design choices within the games help to engage players of varying skill levels. The marketing aspect of the study focusses on how Call of Duty the brand has evolved through consistencies both in-game and wit in its marketing materials and also, how the franchise uses innovative marketing techniques to directly approach its target market.
    Primary research was collected for the purpose of the study consisting of two in-depth interviews and two surveys, the findings of which are supported through the inclusion of secondary sources.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Creative Technologies
    Depositing User: Jane Polwin
    Date Deposited: 07 Nov 2012 16:31
    Last Modified: 28 Jan 2015 12:10
    URI: http://eprints.port.ac.uk/id/eprint/9663

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