Advancement in Technology Has Altered Life as We Know It - Term Paper Example

Website Planning Report Table of Contents Introduction 2 Target market 3 Objectives for the website 4 Offering important information about the online game 4 Online play 5 Marketing other related products 5 Customer management 6 Expanding the market scope 6 E-retailing 6 Elements of the website 7 Homepage layout 9 Branding and color palette guide 11 Conclusion 13 References 13 Introduction Advancement in technology has altered life as we know it. Technology is seen and supported as a –must- have tool that enhances efficiency, accuracy and competence. Technology has significantly influenced how modern society and businesses operate which includes how people work, react, socialize, transact, trade, interact, communicate, entertain, spend their spare time, how they acquire knowledge and skills and their perceptions on the real world (O’Connell & Groom, 2010, p.13). Technology has shrunk the world into one global village where people from vast distances and varied cultures are practically neighbors, business associates and social friends by a click of a button. As earlier indicated, technology has impacted on how people play, socialize, entertain and spend their spare time. This has more so been realized by development of virtual spaces and virtual games where people irregardless of their age, gender, religion, race, ethnicity, nationality, educational status, health status, sexual orientation and cultures are able to escape from real world chaos, frustrations and pressures and enter into a virtual world and develop new identities and personas, which are referred to as alter egos or avatars as noted by O’Connell & Groom (2010, p.13). Due to popularity of the online virtual spaces and virtual gaming which seems real and more fun for modern individual, it provides a diverse platform for marketing these games by capitalizing on the vast population who log into these spaces, by effectively and efficiently meeting their virtual needs in order to enhance volume of sales and increase the profit margins. This is particularly lucrative as the avatars have sustained engagement with the brand as indicated by Hemp (2006, pg.3). This forms the basis of this report which is to propose an effective website for marketing an online game. Target market Virtual worlds provide its users with escapism where they are able to live in an alternate reality where their underlying human desires, thoughts and hopes which they cannot fulfill in real world; they are able to (Heilesen & Jensen, 2007, p.189). In virtual worlds, they are able to control the outcomes and participate in their own personalized reality shows, which they cannot do watching a reality show through the TVs. Running a successful online game business requires substantial amount of resources and incorporation of varied variables such as goals of the product, people, an effective business environment, the right marketing strategies and processes among others. The main influencing factor to the success of an online game is selecting the right target market in order to design and package an online gaming product that effectively meet their needs, expectations, wants, preferences and wishes or desires in this case as suggested by Hemp (2006, pg.4). The target market for the online game is both the virtual persona or avatars and their creators- real person operating in the real world. The product- online game, seeks to target people aged from the age of nine to forty five, male or female who seeks to experience new realities ranging from conquering conquests for men, participating in fashion shows and becoming sex icons or beauties for women, to becoming heroes and heroines in cartoon characters for children and living the life of celebrities and entertainment icons for teenagers. In addition, the online game have varied versions which makes it possible to target the different players who include the single players, multi players and the massive multi players. Presently, there are varied types of online games and they have varying ways in which they are played. In addition, the user interface and the mediums through which gamers access these online games are as well diverse and they vary. Objectives for the website Developing a website for an online game should give the visitor or the gamer a taste of what they are missing and enhancing their curiosity to participate. There are varied benefits that an online game website offers. Before developing a website, one should be aware of the objectives of developing the website to ensure they are in sync with objectives of the game developer as highlighted by Mohr et al. (2009, p. 393). Offering important information about the online game There are varied aims and objectives of setting up a website for the online game which includes developing a platform where the game developer can adequately inform existing and potential gamers what the online game is all about, the prices, the varied versions of the online game that are available and explain to the customers what is unique and inimitable about the online game that separates or distinguishes it from other online games available. Among other information that the website can help disseminate includes upcoming events in relation to the gaming community, delivery of services that are crucial to playing the game such as character services, promotion services, account services and how to access the online game. This is coupled with the need to leverage the website to obtain cost efficiencies in carrying out tasks that are costly to perform offline as mentioned by Mohr et al. (2009, p.393). Online play Through a website, the game developer will be in a position to expand the market as gamers will be in a position to access and play the online game whenever and wherever they are. This is especially important for capturing gamers who may want to play the game but are inaccessible to the online game because the game is not yet available in the their local markets and it would require a lot of money to ship it in. In addition, the website provides a chance for gamers to register in, open up accounts and have the opportunity to explore what else the game developer has to offer. When customers purchase their online games through the website, the website becomes an essential alternative as a distribution or supply channel for the product. Therefore, the website helps in meeting the needs of the gamer as indicated by Mohr et al. (2009, p. 393). Marketing other related products Unlike the sale of online games through dvds and cds, a website provides an opportunity for the game developer to market and promote other products related to the online game which acts in increasing the profits. Among such online game related products includes the wallpapers and posters with the online game’s colors, pictures and wording themes, t-shirts, comic books with story lines similar to the online game, mobile phone and PC screen savers, bookmarks and mp3 and phone tunes versions of the game sounds among others. Moreover, the game developer can use the website to post upcoming online game trailers and analyze reviews got and offer customers a chance for free trials. It goes without saying the opportunity a website offers for the game developer to partner with other brands who can act as sponsors or pay up certain amount of fees to advertise their brands on the website thus, obtaining extra financial resources. Customer management A website is an important medium for the online game development company to effectively and efficiently manage their customers. By developing a review section on the home page or developing pop-up windows when the website visitor wants to leave the site to inquire on their experiences and suggestions, the game developer gets the opportunity to learn what existing and potential customers have to say about the product and hence make the necessary actions (Mohr et al. 2009, p. 393). In addition, the game developer gets to learn what the customer needs, demands, expects and hopes for in an online game, which helps in keeping up with the customer trends and ensuring the product is custom made to meet these needs. Expanding the market scope Through a website, the company is in a better position to capture a large potential market by interlinking the website to other internet networks such as social networking sites such as Facebook, Tweeter and MySpace which have software that support social media games. By use of game invitations and use of pages where social media users can like and become members, the game developer has a chance to attract and retain a large gaming market share. A like or an accepted invitation can then take the interested user to the online game website. Gamers are offered the opportunity to join virtual communities through a website (Mohr et al. 2009, p. 393). E-retailing Apart from informing and creating an awareness on the product and how to use the product, websites provides both the customer and the game developer an easy way to transact, where with collaboration with online money transfers agencies, customers can use their credit cards to pay for games bought or airtime used to play the game online. The website provides a purchasing option for the customer to do self service. Elements of the website The website for the online game should not only offer basic information on the game but also it should provide other services to the customer. The online game; The website should have direct connections to the varied game versions which are easily identifiable and ensure the state of the gamer’s game is kept intact amid game sessions. Account descriptions; The website should have two log-in options. That is, for members and non-members. Non-members will have limited options to navigate through the website but they will be accessible to free trials. Members should be required to open personalized accounts by developing an account username and a password and provide an email address or mobile account numbers to be receiving updates on game versions, to renew their subscriptions, receive news alerts on new games and receive adverts and the online game newsletters. The members will have full access and ability to enhance and personalize their experiences during varied games. Account Details; in respect to all games that require paying up for, the website should have options for gamers to view remaining play time and money balance in the account during their playtime. Account messages should routinely be sent to the customer’s account to update them on the account’s status. Community and chat options; a tab indicating the gaming community should be included which offers forums for members to interact, chat, blog and share with other gaming community members within the site. Directory; the website requires a simple but adequate directory that helps record basic info about the members which is helpful in categorizing members in terms of their preferences in game-playing and their billing details. Search and select options; the website should offer this option where gamers and visitors to the site are able to access available games, other related products such as wallpapers and phone tunes and other options in regards to playing options, payment options among other. In addition, they can search for characters, available free and purchasize items and forums among others Inventory; the option will ensure gamers are accessible to varied purchasable items and are able to shop or send as gifts to friends Orders and billing; the order/ billing tab will allow gamers to make orders, pay up and track their orders by having access to encrypted identification numbers to avoid order misplacement or delivery to unauthorized person. The billing options will be prepaid or postpaid and allow use of both debit and credit cards charged in US dollars. Customer support; this tab option will be available in every website page to ensure any challenges encountered by the gamers are effectively dealt with. In addition, offer access options, update the gamers account in addition communicating with gamers via phones, emails or chats based on the urgency of the need. Services; the service button allows the gamer to see varied services available which include gaming services such as character naming, faction alterations, character migration and character personalization. Moreover, account services such as account privacy and account recovery, purchase services such as buying services, gift services, game upgrade, download services and free trial services. Loyalty awards; the tab will offer gamers varied opportunities to enhance their credit worth and generate points which are transferable to purchasable items. This includes loyalty points for friends invited, rank promotions for number of games bought and bonuses for game levels won among others. In addition, the tab should allow gamers to redeem their loyalty awards with ease and promptly. Follow us option; this tab allows the gamers to connect with the website and participate in the online game via other mediums such as Facebook, Tweeter and MySpace. In addition, participate in the games via smart phones Game-related details; the banner offers details that are important to gamers such as answers to frequently asked questions, reviews from other players, expert advice, warnings and tutorials among others. Homepage layout The homepage layout is the most important part of the website because that is the fist place the visitor or the gamer interacts with the game developer. The homepage has the ability to influence the attitude, perceptions and expectations of the gamer about the online game offered. The layout should be easy to navigate through even for a new comer and contain all the necessarily variables and information the gamer or the visitor to the website may require. The homepage will encompass more or less majority of the basic elements mentioned above although some options will be used to lead to other service banners. The top left of the web page will have the brand name of the online game and its logo. At the far right, there will be the account description tab that encompasses log in, create account and explore options. Immediately below the account descriptions tab, there will be the search and select tab. On top of the page but below the online game logo there will be randomly changing screen slides of 3D images of major scenes within the online game. Along the left side of the home page, there are varied option tabs listed downwards which includes tabs termed – What’s Hot, Games, Services, Customer Support, Community & Chat and Order & Billing. From the Games tab, gamers can access varied games and playing options and from the Services tab they can access the directory, loyalty awards options and the inventory among others as described above. Below the page, there are the game related details labeled More, Follow us, Forums, Updates among others. Figure 1: Basic schematic – categories of information directly accessible from the website homepage Branding and color palette guide Branding is a critical aspect for marketing any product and service and it is a variable that is used to distinguish between services and commodities produced and marketed by varied producers and in this case game developers (Cocoran, 2007, p.127). By developing an effective brand identity, it becomes easy for the gamers and potential customers to identify with and influence their perceptions and attitudes in purchasing or playing the game. Branding entails a name, symbol or sign or a blend of all these meant to distinguish products and services produced by one organization from those produced by others. Good branding deliver clear messages on the essence of the product or service to existing and potential customer, it validates a company’s reliability, it links the product with the customer emotionally, it attract and motivates the customer and it solidifies customer loyalty (Bhasker, p. 310). Through a brand, the reputation and identity of a company, its product and services can be built or destroyed. For this reasons, developing a strong brand for the online game is imperative. In relation to branding the website, the website’s brand name should not only be catchy and easy for visitors and gamers to recall but also it should be similar to the domain name. The brand name for the online game is Alter Ego and the website name should have a similar ring to it and therefore Altere.go can be effective. The logo for the online game should have a slogan which is ‘meet your clone.’ On the other hand, the website should be visually attractive to not only seek the attention of the site visitor, but also ensures the attention and focus is retained long enough to influence their decision to participate. The color theme which forms part of branding, which is used for the website should correlate with the theme and the mood highlighted in the online game. All the color aspects should be balanced to ensure the photo or video output is appealing and is easy for the gamer and web visitors to comprehend. The color theme, logos, designs and the outlook of the website should be different from the rest and should not seem as a resemblance of the competitors. Be it as it may, it is important that the website is not only attractive, but deliver quality services and products in order to enhance the experience of the gamers and visitors which will prompt return visits and compel them to recommend the sites to friends and hence enhance sales and customer base as supported by Bhasker (p 310). This means the website should position itself as a brand that offer consistency, value for money, quality products and enhances gamer’s and visitors’ experiences. This can be achieved by having an efficient customer service system via the website, quality game downloads, efficient visual and audio gaming systems and regular updating of the website to keep track of the changing demands and needs of the customer. The color theme for the website will be a lilac background and writings made in silver. The tab options and the 3D images will predominantly be a blend of gold, royal blue and lilac colors. Conclusion Technology has significantly altered the way people interact, work, transact their business, socialize, entertain and even play. Online gaming or virtual games have taken over as the most preferred leisure activity for modern individuals as the players are able to experience new things and by a click of a button move into a new realm of reality where they can be what they cannot in real world. There are varied mediums that are used to market and promote online which includes developing websites. As highlighted in the report, developing a website for an online game help in creating awareness to a larger population, it acts as a distribution channel where gamers can purchase games, it acts as shopping mall by offering varied purchasable items and above all provide a platform for gamers to interact with other gamers. The report has highlighted a proposal for developing a website for an online game. The report has covered various elements such as the target market, the website homepage layout and the website branding. As discussed in the report, as much as making the website visually attractive is crucial to attracting the attention of the visitor or the gamer, providing quality products and services is much more fundamental in retaining the attention and ensuring the gamer or visitor comes back for more and recommend the same to friends and gaming communities which means enhanced market and sales. References Bhasker. Electronic Commerce. New Jersey: Tata McGraw-Hill Education. Cocoran, I. The Art of Digital Branding. New York: Skyhorse Publishing Inc., 2007. Heilesen, S.B., & Jensen, S.S. Designing for networked communications: strategies and development. London: Idea Group Inc (IGI), 2007. Hemp, P. Avatar-based marketing. Harvard Business Review, 2006, pp. 1-9. Mohr, J.J., Sengupta, S., Slater, S.F. Marketing of High-Technology Products and Innovations. London: Jakki Mohr, 2009. O’Connell, J., & Groom, D. Virtual Worlds. Sidney: Aust Council for Ed Research, 2010. Read More