180.804 (19S) Games Marketing

Sommersemester 2019

Anmeldefrist abgelaufen.

Erster Termin der LV
07.03.2019 09:00 - 14:00 , V.1.04
... keine weiteren Termine bekannt


LV-Titel englisch
Games Marketing
Kurs (prüfungsimmanente LV )
18 (30 max.)
zum Moodle-Kurs


Intendierte Lernergebnisse

Students completing this class will be familiar with important terminology and strategies in games marketing, as well as applying this knowledge to practical design/marketing processes.


Short lecture inputs, practical exercises; hands-on analyses of selected games and its ad campaigns; discussions; term paper or essays and player’s diary.


Games Marketing: Game ideas are cheap and plentiful. Advancing those ideas into games that people want to play, however, is one of the hardest tasks in the game development cycle. Marketing campaigns, which contain a series of advertisement messages that share a single idea and theme, are built to catch the interest of a specific target audience, trying to get players to buy the “product” in question. This course introduces students to games marketing as well as game design, to have knowledge and understanding of the medium they are trying to promote. This will include strategies for analysis of key elements, such as examining game concepts and worlds, storytelling, character and user interface design, core mechanics and balance. Specific examples, taken from various eras throughout games’ history, will be used to support and highlight these observations. In addition, we will discuss major game genres, identify specific design patterns, and clarify unique creative challenges in marketing processes. With the ultimate goal to create successful marketing strategies, students will apply the terminology and knowledge gathered from relevant theories, in practical examples showing their understanding of games and respective ad campaigns.

Carefully chosen examples which make the subject easier to understand and highlight specific game marketing processes: to be announced.



The final grade is an aggregate of continuous assessment throughout the semester, an in-class group presentation, a written player’s diary, and a term paper (3000 words) after the course ends.


Active participation in class and at home:

Keep up to date with the required reading, do any additional research if necessary, think critically, and participate in group activities and discussions.

Group presentation:

In a group of maximum three students, introduce a game and analyze its design elements, qualities, structures, and composition, as well as its respective marketing strategy. Each student’s individual efforts must be made apparent.

Term paper (3000 words) OR  3 essays (1000 words each) AND player’s diary:

Write an academic (!) paper, on a topic of your choice, relevant to the subject of the class, after the course ends. Use appropriate terminology, quotations and references!  To be uploaded on Moodle (pdf only), no printed copy needed (deadline: February 29, 2020 – 11:55pm).

Alternatively, you have the option of writing three (3) academic essays (1000 words each), on three separate topics of your choice, throughout the semester. Deadlines will be discussed in class.

In addition, students will write a player’s diary recording their experiences while playing games between session 04 and 05. Take a game of your choice – preferably one that you have not played before in order to gain unprejudiced insights – interact with it regularly, and put every session into writing. Every entry must be dated and has to mention if it discusses a play session, a cultural exploration, or a philosophical musing. These three concepts (explained in detail in class) ideally alter in an equal ratio throughout your writing, and at least one of each must be included.


25% = active participation in class and at home

25% = group presentation

50% = term paper (3000 words) OR  3 essays (1000 words each) AND a player’s diary


Note/Grade Benotungsschema

Position im Curriculum

  • Masterstudium Media and Convergence Management (SKZ: 150, Version: 13W.2)
    • Fach: Organisational Communication and Media Management (OAM) (Pflichtfach)
      • Media and Convergence Project Management (OAM) ( 2.0h KU / 4.0 ECTS)
        • 180.804 Games Marketing (2.0h KS / 4.0 ECTS)
          Absolvierung im 2. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Diese Lehrveranstaltung ist keiner Kette zugeordnet