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DISTRIBUTION

Red Dead Redemption was released in the UK on May 21st 2010

It was a packaged good – which means gamers bought a physical copy of the game – a disc inside a box.

Specialist Retail

RED DEAD REDEMPTION is an action adventure game set in the Wild West. Viewed from a third person camera, game play allows players to roam freely through large open worlds as they go on a variety of missions. RED DEAD REDEMPTION was passed ‘18’ for very strong language and strong violence.

The BBFC's Guidelines at ‘15’ state that ‘aggressive or repeated use of the strongest language is unlikely to be acceptable’. In RED DEAD REDEMPTION there is a cut scene in which two men are shown dunking a man’s head into a water trough whilst using very strong language. This placed the game at ‘18’. Additionally, the Guidelines at ‘15’ state that ‘violence may be strong but should not dwell on the infliction of pain and injury'. Throughout the game players are given the ability to stick a gun under the chin of any non playing character and blow their heads off. Although this happens very quickly, the option to do this repeatedly over many hours of game play amounts to a dwelling on the infliction of injury that also places the game at ‘18’. The fact that players can do this to entirely innocent characters – the young women working in a saloon for example – was considered an aggravating factor.

RED DEAD REDEMPTION also contains frequent strong language and during another cut scene, some breast nudity during sexual activity.

The digital download is the cheapest but... ONLY available 7 months after the release and on the Xbox Marketplace.

The point of Exchange – money exchanged for goods – is significant for Rockstar as it is only after they finish the product that they will start to get revenue back.So R* shelled out up to $100 million to make Red Dead Redemption with no guarantee that they will get that money back.

At approx. $50 per game, R* would have to sell 2 million copies to break even.

CONSUMPTION

Once the game is on sale then the consumers can play, use and celebrate the game however they want, here are few examples...

POST RELEASE

Rockstar’s work on Red Dead Redemption did not stop when the game was released. Here’s what they have been up to…

This post-release period is hugely important for Rockstar as they can continue to make money from Red Dead Redemption even after the initial launch. They can getting new revenue from the DLC (without big distribution costs) and ensure Red Dead is still fresh and current, therefore enticing new consumers to buy the game.

Updates (patches)

As both the PS3 and the 360 are both online, Rockstar can update their game by releasing ‘patches’, software downloads that can correct any potential faults found in the game or even add content. This allows Rockstar to listen to consumer feedback and respond to it.

Undead Nightmare was the biggest and most significant of the expansion packs as it had a whole new single player adventure and a complete change in tone. Therefore Rockstar launched a significant marketing campaign before it’s release, similar to the campaign for the main game.

A month after the digital release Undead Nightmare was released as a stand alone disc (the original game not needed). This pack also included the Legends and Killers and Liars and Cheats DLC.

£29.99

Digital Download

£49.99

Fan art

Red Dead Redemption became available to download from Xbox Marketplace (the Xbox 360 online store) on 21st December 2010 – seven months after the packaged release.

Retail

Fan Films

Online Retail

R*'s online store

Fan cosplay

dressing up to you and me

Or Machinima as it's known

£32.90

www.rockstargames.com/warehouse/

DRD Pumpkins

Red Dead was given an 18 certificate by the BBFC. Here's why:

In terms of paying for the product the consumers pays upfront for a completed product.

EXCHANGE

Fan Hack

Products bought in a shop cost most ... but there’s no waiting time.

Some consumers attempt to ‘hack’ Red Dead by cracking into the games code and unlocking all items and changing the game experience. Rockstar clamped down on all gamers who had hacked their game and banned them from playing Red Dead online.

SO THERE IS A HIGH RISK TO THIS MODEL OF BUSINESS

Products bought from an online store are cheaper... but you to have wait for it be posted.

They did though - they sold 2 million by the end of May and 8 million by the end of 2010

Downloadable Content (DLC)

PSN and 360 Avatars

Rockstar Social Club

Rockstar have released 5 Expansion Packs for Red Dead. Expansion packs are extra game content and features - they are not whole games and also they require the consumer to have a copy of the original game.

Consumers can customise their online presence for both the PS3 and 360 with various Red Dead themed avatars and artwork. Some are unlockable bonuses, other, for instance the PSN avatars, are £0.99 each!

22/06/10

This is Rockstar's online portal where game users can register and get information on:

Mulitplayer events - when gamers can play against Rockstar Staff

Special competitions when prizes can be won.

Tips and hints to play the game.

Contact other gamers to form friendships!

Upload stats and see how you rate on leaderboards.

Outlaws to the End Pack

New online co-operative missions

FREE

10/08/10

Legends and Killers Pack

£7.99

9 new multiplayer map locations

8 new multiplayer characters from Red Dead Revolver

The tomahawk

New achievements and trophies.

21/09/10

Liars and Cheats Pack

£7.99

Rockstar Social Club is significant for Rockstar as it allows them to keep in direct contact with consumers and cultivate a strong fanbase and community which will then become the potential consumers for their next game.

New multiplayer modes such as "Stronghold" and horse racing,

Multiplayer versions of liar's dice and poker.

Fifteen additional multiplayer characters are added.

12/10/10

The Hunting and Trading Pack

FREE

A new animal - the jackalope

Savvy Merchant and Expert Hunter outfits for use in single player as well as related challenges.

26/10/10

Undead Nightmare

£7.99

A horror element is added, with ghost towns and cemeteries full of zombies.

A new single-player adventure.

3 new weapons, 6 new mounts, new animals to hunt, and 8 more multiplayer characters.

New online co-op mode called "Undead Overrun".

22/11/10

Trailers

Info updates

New artwork

Soundtrack

£24.99

Rockstar recommends...

Rockstar suggest films to see to get gamers in the mood for the game

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