Contextual Report and DA: BCM215

During the process of completing BCM215, a Digital Artefact was completed that studied a game media text or para-text and analysed it throughout the semester. My project studied marketing and advertising, particularly games and gaming developers that advertised well and others who advertised badly. I also ensured that I made a very clear definition as to what constitutes a good or bad advertisement to add validity to the DA. I would research a new topic each week and form my further research around feedback and audience response weekly to ensure that I kept up the standard of content that was pitched.  

Analytical Framework:

Conceptual Framework:

In the conceptual framework, the research scope and the objectives of the research are to be identified as well as how I am planning on exploring the problem or question at hand. When it comes to the scope, the blog that the research was presented on, was very focused on the marketing aspect of the gaming industry. Analysing how games are marketed, to which target audience and why ensured that the scope was very focused and aided the weekly questions to be answered in accordance with this analytical framework. Early on it was discovered that it was easy to go off topic and begin exploring various other game para-texts, so this scope was essential to the analytical framework.

The objectives were very clear, to evaluate various marketing campaigns and establish advertising campaigns that were effective and ones that were not. That is also how the research was to be set out. Weekly posts that examined specific games and their advertising campaigns presented in blog form ensured that I covered a wide range of various ads and their respective campaigns.

Theoretical Framework:

For my research to be valid and have an effective analytical framework, it needed to have an overarching theory that could be seen throughout my research and posts. The theory was that there is a distinct correlation between how a game is marketed, the reaction that comes from their target market and eventually effecting how the game is sold and received amongst the gaming community. To ensure that there is a consistency about the research conducted in this DA, I always included what the marketing campaigns were, how they were received,  how well the game was sold and even what the audience reaction to the game was after its release to evaluate of the marketing strategy was effective.

Iteration Cycle:

Like with any major project, it went through iterations from the project’s conception to the final submission. The structure of the DA was set out in blog form weekly. At the project’s conception, the idea was to write about topics suggested form classmates as it would broaden my knowledge and provide the target audience with an interesting read that would capture their attention. As the DA progressed however, it was clear that it was getting too off topic so instead I would conduct my own independent research regarding games and their adverting efforts weekly, based off my own experience and reading various articles that explained a similar topic as a reference point.

Social Utility:

The utility for this project was simple, to provide a very knowledgeable community with an entertaining read about games that were advertised well and flopped, or games that just nailed it come conception to release. The aim was to write it in an entertaining way and hopefully gain some traction from my classmates as I am writing about relatable content. I classify this content as relatable as much of the gaming community would have played the gaming examples the I am providing and the entertaining way that I am presenting the information is both informative, from a marketing perspective, and hopefully interesting.

Response to feedback and project trajectory:

Since its ideation at the beginning of the semester, this project has had constructive feedback from both my tutor and my classmates which has impacted its overall trajectory. As previously stated, much of the early project was driven by classmate recommendations and suggestions which were included in most of the posts. However, after the beta feedback was received, it was brought to my attention that the class suggestions had made my topic sway away from what was pitched and was not focused enough on what constituted good or bad advertising on a particular game. After this my focus was much more sculpted and this is reflected in my most recent posts.

This feedback allowed me to evaluate the success of the project and also think about what limitations I had. The response from classmates was good, they all enjoyed the read and agreed largely with overarching theory that was out forward. The goal that was set was achieved; I had produced an entertaining yet informative read for a niche audience.

The limitations that were identified were the fact that much of what I had aimed to investigate did not have the prior research done to the level that I had previously assumed, much of it was my own observations paired with my marketing knowledge which explains the lack of background research in some posts. 

Background Research:

Much of the background research conducted were individually linked to each weekly post. They included some scholarly articles like about consumer buying habits however much of it was previously written blogs about the subject at hand for that week, this second view helped enrich my own understanding and forced me to critically evaluate my own opinion and what I was researching that week. These sources were hyperlinked into each blog into each blog post for ease of access.


In conclusion, the digital artefact for this subject, in my opinion, fit the criteria of a game media para-text and was analysed effectively. By taking on feedback and changing the trajectory of the project, ensured that the analytical framework guided the project through the semester and produced something that is both interesting and entertaining.

Link to my Digital Artefact

In this version, I was unable to include my Cover page and Index page, however these are included on the version submitted to moodle.

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