Principles of Marketing
Principles of Marketing MKT 3820
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Popular in Marketing
This 1 page Class Notes was uploaded by Miss Golda Barrows on Wednesday September 23, 2015. The Class Notes belongs to MKT 3820 at Middle Tennessee State University taught by Diane Edmondson in Fall. Since its upload, it has received 83 views. For similar materials see /class/213121/mkt-3820-middle-tennessee-state-university in Marketing at Middle Tennessee State University.
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Date Created: 09/23/15
CHAPTER 4 CASE ASSIGNMENT Rockstar Games Caught in Its Own Vice In Oakland California police arrest a gang of teens who now face charges for ve homicides several carjackings and a slew of armed robberies Roughly 2000 miles away in Tennessee stepbrothers Joshua and William Buckner ages 14 and 16 are arrested and plead guilty to reckless homicide aggravated assault and reckless endangerment for fatally shooting one motorist and critically wounding a second The tie that binds these seemingly unrelated crimes is a video gameiRockstar Games Grand Theft Auto Vice City When questioned about their crimes both sets of perpetrators cited boredom and a desire to emulate the action of the main character in Vice City as the cause of their violent behavior In Vice City players assume the role of Tommy Vercetti an excon who loses cocaine and money in a botched drug deal To recoup his losses he must accomplish various missions in an attempt to ascend the hierarchy of Vice City s underworld The game awards points to players for mass shootings graphic rapes liaisons with prostitutes car thefts and drug sales The violence is extreme and often grotesque In one mission players controlling Vercetti can earn points for raping a woman in the back of a stolen car and them deciding whether to kick her to death cut her t pieces with a machete or fatally shoot her Its graphic violence and sexually explicit material have earned Vice City an Mrating from the Entertainment Software Rating Board which indicates to consumers that the game is intended only for gamers aged 17 or older Younger gamers however are playing the game in large numbers and critics parents and politicians are horrified to nd that children are being exposed to a game that glori es such behavior Racism rears its head in the game too as Vercetti at one point is instructed by a narrator to shoot the Haitians The backlash against Rockstar Games has been signi cant Haitian and Cuban groups have led suit against the company in Florida where state legislators have proposed a bill that would increase the nes levied against retailers who rent or sell Mrated video games to minors The lawmakers note that several small towns and cities have already passed such legislation 11 New York Rockstar s racial insensitivity aroused the ire of state Attorney General Eliot Spitzer New York City Mayor Michael Bloomberg and the AntiDefamation League Their pressure persuaded Rockstar to remove the racially offensive line from all future copies of the game Other than that Rockstar has of cially declined to comment any on any other inquiries for almost a year The Interactive Entertainment Merchants Association an industry group including giant retailers such as WalMart and Blockbuster Inc has reacted by adopting procedures intended to stop the sale of mature and adult video games to minors Despite the negative reactions the game has gained massmarket acceptance Vice City alone accounted for nearly half of Rockstar s 104 billion in revenue in 20037a year when revenue for all Mrated video games actually declined from 910 million to 833 million Rockstar currently dominates the adult segment of the market with the ten Mrated games it produces Players of the game say its plot lines are pure fantasy and the chief operating officer of Rockstar Games Terry Donovan defends his company by claiming that if the popular HBO television series The Sopranos was a video game it would be Grand Theft Auto His customers he asserts are young male professionals who are willing to spend serious money on intense simulationtype games that provide primal stress release Donovan and many others believe that the M rating is enough to alert parents to the games adult content and that legislation from the government infringes on freedom of speech At the moment the popular counterargument is that like drugs alcohol and pornography the games represent a threat to the psychological development of young people and should be controlled as such Sources I nvan Hill Why Rockstar Games RockquotWired om July 2002 Michael Serazio Vice City Confidential The Atari Generation Grows Upquot olnmbiaedn March 7 2003 The Games Kids Play Are Mature Video Games Too Violent for Teensquot Current Events February 7 2003 39 39 39 lee a 39 39 39 39 39 5quotABCnewscom September 5 2003 v r 5 quotFlorida Officials Take Aim at Violent Gamesquot Reuters February 6 2004 Andrew Bushell quotPopular Video Game Instructs Players to lShoot the HaitiansiNeW York AG Takes on Grand Theft Autoquot WllageVoice om January 30 2004 Christopher Byron Give Back TakerTwoquot New York Post December 29 2003