Videogames 3 - Assassin's Creed: the role of trailers in marketing

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'It is essential for media industries to minimise risk, and to maximise profit.' - David Hesmondhalgh



With this statement in mind by theorist David Hesmondhalgh, we can see it blatantly at play through the Assasain's Creed video game franchise, and more specifically via their use of digital convergence through their well-established cinematic pre-rendered CG trailer style that has been used since the franchise's inception to draw in returning niche players by displaying to them an experience reminiscent of the products they'd previously been consuming from the franchise albeit with the USP (Unique Selling Point) of being set within a new time period as well as setting. But more importantly, these trailers are set to bring in new customers to ensure and maximise profits, it needs to favour the masses; So how do these trailers do that?

Minimising risk, maximisng profit: 

High production values: When considering the property of Assasain's Creed, its important to remember that Ubisoft produces it as a triple A game. Mass amounts of money are being confidently placed within this franchise due to the likely estimated profit being far greater. Thus comes in the usage of the CG trailer, we see elements in the trailer of a product that is extremely detailed and littered with realism. (Flowing fur, hair, capes- soaring arrows, brash oceans, etc.) It becomes blatantly obvious to the masses that they can expect a game that is on par with what they have seen in the footage in terms of quality.
Paradigmatic features of film trailers: It's no secret that the film industry is one of the largest entertainment industries in the world, and easily one of the most profitable from the common consumer, so its no surprise that we see triple A games and particularly Assasains' Creed once again with Valhalla using similar marketing stratergies to films within their own trailers. If it aint broke dont fix it. Immediately notable is the cinematic aspect ratio that we expect from a feature film (or trailer) in the very first shot, the masses connect the dots immediately as to what they're about to see as a cinematic experience, alongside this, there is a brooding rendition of a pop song playing alongside the trailer despite completely juxtaposing the era in which the narrative is set. (Much like we have seen in many contemporary film trailers to great success.)
A clear narrative: Though the trailer for Assasain's Creed: Valhalla may only hold  three minutes and thirty five seconds of narrative CG action, it still effectively implores Todorov's story structure to garner viewer investment as well as familiarity. It establishes it's peaceful equillibrium through the playful viking village, and introduces us towards the protagonist, then goes about with establishing the disruption that will eventually lead to the new equilibrium. (so long as you buy the game to see it, please god, consumer, buy the game.) We see the main character's implied mentor figure die, the clear antagonist of the plot, and both sides of the conflict that is to ensue, with the Vikings playing the role of the meekly underdog as per cinematic hegemonics, tropes, etc.
Intertextuality: For returning players, they are shown all of the things they may come to expect from an Assasain's Creed game, high intensive battles, elements of stealth, the iconic hidden blade and eagle that have been synonymous with the franchise since it's inception. They're already more than likely sold for the most part on buying this game upon it's release, better yet, pre-ordering it. - But the masses, they're drawn through intertextual references to shows like Game of thrones with it's moments of political warfare and great battles, the same could be said for a property like Lord of the Rings. Even closer to home, the audience of the popular tv series 'Vikings' that is extremely narratively similar to what is displayed in this brief trailer. All of this is done by Ubisoft in the hopes of persuading the masses that if they like X property and they've been shown familiar aspects of it in the trailer for the upcoming game, surely its a given they'll enjoy this product just as much as an experience.

Assassin's Creed Valhalla Appears to be Smaller Than Odyssey, And ...

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