Deck 7: Social Entertainment

Question 1

Which of the following characteristics is associated with a casual game?

A) large time investment
B) highly immersive
C) easy to learn
D) demanding
E) value realism

Answer 1

C

Question 2

Augmented reality:

A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is a two-dimensional bar code that can be read using a webcam or mobile device equipped with a code reader.
E) refers to the way the game world is experienced.

Answer 2

A

Question 3

________ games are those that involve expert play to organize and value variables in the game system.

A) Simulation
B) First-person shooter
C) Role-playing
D) Strategy
E) Action

Answer 3

D

Question 4

A QR code:

A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is two-dimensional that can be read using a webcam or mobile device equipped with a reader.
E) refers to the way the game world is experienced.

Question 5

________ of a game refers to the method of play.

A) QR code
B) Platform
C) Mode
D) Milieu
E) Genre

Question 6

________ games have players play a character with the goal of completing some mission.

A) Simulation
B) First-person shooter
C) Role-playing
D) Strategy
E) Action

Question 7

The "QR" in QR code stands for:

A) Query Response.
B) Quick Response.
C) Quiet Reader.
D) Quick Rabbit.
E) Quick Reader.

Question 8

Which of the following characteristics is NOT associated with a social game?

A) multiplayer
B) competitive
C) goal-oriented
D) community-oriented
E) solitary

Question 9

World of Warcraft is the largest of the ________ with more than 11 million subscribers.

A) TINAGs
B) FPSs
C) MMORPGs
D) QRs
E) ARGs

Question 10

Texas Hold'Em,a social gambling game,is categorized as a(n)________ game.

A) simulation
B) MMORPG
C) role-playing
D) strategy
E) action

Question 11

Milieu describes the ________ nature of the game.

A) social
B) tactile
C) visual
D) auditory
E) abstract

Question 12

Someone who wants to play Bejeweled can just hop online and start matching gemstones for whatever brief time he or she has available.Such a game would be categorized as a ________ game.

A) core
B) casual
C) hardcore
D) challenging
E) demanding

Question 13

A mode:

A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is a two-dimensional bar code that can be read using a webcam or mobile device equipped with a code reader.
E) refers to the way the game world is experienced.

Question 14

Which of the following is historically TRUE?

A) Casual gamers trend older and female.
B) Casual gamers trend younger and female.
C) Casual gamers trend younger and male.
D) Hardcore gamers trend older and female.
E) Hardcore gamers trend younger and female.

Question 15

A puzzle game is a type of a ________ game.

A) simulation
B) first-person shooter
C) role-playing
D) strategy
E) action

Question 16

Which of the following characteristics is associated with a core game?

A) small time investment
B) immediate gratification
C) low barriers-to-entry
D) extended lengths of time per gameplay session
E) readily available online

Question 17

Call of Duty: Black OPS requires a large investment.As such,it is categorized as a ________ game.

A) core
B) casual
C) easy
D) immediately gratifying
E) quick

Question 18

A platform:

A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is a two-dimensional bar code that can be read using a webcam or mobile device equipped with a code reader.
E) refers to the way the game world is experienced.

Question 19

Which of the following is categorized as an entertainment network?

A) MySpace
B) Foursquare
C) LinkedIn
D) Snapfish
E) YouTube

Question 20

________ games attempt to depict real-world situations as accurately as possible.

A) Simulation
B) First-person shooter
C) Role-playing
D) Strategy
E) Action

Question 21

Which one of the following statements is FALSE?

A) Gamers are not typically open to advertising content in games.
B) Brands benefit when they associate with a successful game.
C) Players identify with the brands their characters use.
D) Branding within a game's story is an unobtrusive way to share a brand's core message.
E) Marketers can measure a game's promotional value.

Question 22

Penguin Books Australia launched a game called Penguin Party.The game tests a player's knowledge of popular Penguin titles and offers the chance to win branded goods.This game is an example of ________.

A) an advergame
B) an alternate reality game
C) a core game
D) a role-playing game
E) a transmedia social game

Question 23

Games offer brands each of the following EXCEPT:

A) a targeted audience.
B) large reach.
C) a low level of engagement.
D) low intrusion methods of promotion.
E) a way to interact with brand fans.

Question 24

When you play the Tiger Woods PGA Tour golf game and see him use Nike brand golf equipment and wear Nike brand clothing,this is an example of ________.

A) display ad
B) achievement badge
C) dark ad
D) transactional ad
E) product placement

Question 25

When gamers experience internalization within a game,________ suggests that the brand used by the game character becomes important to the gamer.

A) immersive fiction
B) counterarguing
C) the meaning transfer model
D) the narrative transportation theory
E) augmented reality

Question 26

You play a game which directs you and others to a web site,and the web site directs everyone to a concert.At this concert,a bunch of you find a USB drive with clues and images stored on it that direct you to yet another location.The game in this question is labeled as a(n)________.

A) casual game
B) gold farming game
C) first-person shooter game
D) simulation game
E) alternate reality game

Question 27

A billboard for Nike appears in the game you are playing.This is an example of a(n)________.

A) display ad
B) achievement badge
C) dark ad
D) transactional ad
E) product placement

Question 28

An advergame delivers a ________ message.

A) two-sided
B) radio
C) celebrity
D) branded
E) moral

Question 29

________ proposes that mental stimulation through storytelling encourages players to become lost in the story.

A) Dark marketing
B) Steganography
C) The meaning transfer model
D) The narrative transportation theory
E) The transference effect

Question 30

Game ________ means that there are way too many games out there that compete for players' attention.

A) placement
B) internalization
C) transference
D) steganography
E) clutter

Question 31

The storefront of Target appears in the game you are playing.This is an example of a(n)________.

A) display ad
B) achievement badge
C) dark ad
D) transactional ad
E) product placement

Question 32

Netflix offered Farm Cash to FarmVille players who registered for a free trial.This is an example of ________.

A) a screen placement
B) a script placement
C) a display ad
D) a transactional ad
E) an achievement badge

Question 33

________ is when a player's love for a game rubs off on the brands they encounter within it.

A) The transference effect
B) Augmented reality
C) Counterarguing
D) Immersive fiction
E) Internalization

Question 34

In the movie I Am Sam,Starbucks plays a prominent role as the employer of the lead character throughout the film.This is an example of ________.

A) plot placement
B) gold farming
C) transactional advertising
D) augmented reality
E) dark marketing

Question 35

An advergame is designed to reflect a brand's ________.

A) pricing strategies
B) main competitor
C) target audience
D) positioning statement
E) customer base

Question 36

People who work for long hours to accumulate points,game tokens,or virtual goods,such as swords in digital "sweatshops," are called ________.

A) puppet masters
B) rubberneckers
C) gold farmers
D) hardcore gamers
E) advergamers

Question 37

Taylor gets lost in playing Call of Duty to the point that he has now developed a strong love for a Jeep Wrangler,which is prominently advertised and used by characters in the game.Which of the following provides an explanation for this development?

A) narrative transportation theory
B) steganography
C) immersive fiction
D) value realism
E) counterarguing

Question 38

________ occurs when members of the target market accept the beliefs of an endorser as their own.

A) The transference effect
B) Augmented reality
C) Counterarguing
D) Immersive fiction
E) Internalization

Question 39

If a gamer thinks about all the reasons why the advertising message on the screen does not apply to them,they are engaging in ________.

A) counterarguing
B) internalization
C) rubbernecking
D) transferrence
E) augmented reality

Question 40

In Madden NFL 11,players are exposed various mentions of the Old Spice brand via Old Spice Swagger,a sponsored rating of a player's personality.This is an example of ________.

A) a screen placement
B) a script placement
C) a display ad
D) a transactional ad
E) an achievement badge

Question 41

The tactic of hiding messages within another medium,such that the message is undetectable for those who do not know to look for it,is known as ________.

A) dark marketing
B) steganography
C) immersive fiction
D) gold farming
E) plot placement

Question 42

In ARGs,puppet masters are:

A) certain characters in the game.
B) the gamers/players.
C) the game writers.
D) the brands associated with the game.
E) the gamers family members.

Question 43

Games that utilize a collective detective approach are specifically characterized as:

A) allowing the player to direct how the story underlying the game develops.
B) involving two or more different media.
C) acknowledging the need for a team approach to solve the mystery within the game.
D) disguising the sponsoring brand of the game itself.
E) having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 44

Transmedia social games are specifically characterized as:

A) allowing the player to direct how the story underlying the game develops.
B) involving two or more different media.
C) acknowledging the need for a team approach to solve the mystery within the game.
D) disguising the sponsoring brand of the game itself.
E) having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 45

The most successful ARGs in terms of participation are ________.

A) government-sponsored
B) locally-sponsored
C) non-branded
D) athlete-sponsored
E) brand-sponsored

Question 46

Games with immersive fiction are specifically characterized as:

A) allowing the player to direct how the story underlying the game develops.
B) involving two or more different media.
C) acknowledging the need for a team approach to solve the mystery within the game.
D) disguising the sponsoring brand of the game itself.
E) having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 47

Which one of the following statements is FALSE regarding ARGs?

A) The ARG story unfolds as a mystery that invites players to solve clues before more of the narrative is revealed.
B) The ARG players are real people.
C) ARG players never feel the need to compete with each other to solve the mystery.
D) ARG stories are fluid and unpredictable.
E) ARG players especially rely on social communities.

Question 48

Which of the following represents an ARG credo?

A) TINAG
B) FPS
C) MMORPG
D) QR
E) RPG

Question 49

The key for brand-sponsored ARGs is to ensure a high level of ________.

A) congruence between the game and the brand
B) music in the game
C) athletic characters in the game
D) conflict between characters in the game
E) comparative advertising in the game

Question 50

In ARG-speak,the curtain is:

A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.

Question 51

Which one of the following statements is FALSE regarding ARGs?

A) ARGs are based on a true story.
B) ARGs are strategy/puzzle games.
C) ARGS offer clues on multiple platforms.
D) The ARG game space is NOT fictional.
E) ARG players are geographically dispersed, sometimes worldwide.

Question 52

In ARG-speak,the trail is:

A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.

Question 53

The first clue of an ARG appeared on the back of a shirt promoting a band's tour-on the back of the shirt several letters were highlighted that spelled out the name that led players to a website.This clue is an example of a(n)________.

A) rabbit hole
B) trail
C) back story
D) curtain
E) platform

Question 54

Dark play ARG games are specifically characterized as:

A) allowing the player to direct how the story underlying the game develops.
B) involving two or more different media.
C) acknowledging the need for a team approach to solve the mystery within the game.
D) disguising the sponsoring brand of the game itself.
E) having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 55

________ follow the game,but do not actively participate.

A) Casual gamers
B) Puppet masters
C) Lurkers
D) Rubberneckers
E) Gold farmers

Question 56

Robert,a car enthusiast,posted constantly in "The Art of the Heist" ARG forum that Audi used to promote its A3 model,but never played the game by deciphering the clues.By definition,Robert was a ________ for this ARG.

A) casual gamer
B) puppet master
C) lurker
D) rubbernecker
E) gold farmer

Question 57

In ARG-speak,the rabbit hole is:

A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.

Question 58

Which one of the following statements is FALSE regarding ARGs?

A) The story typically unfolds in a linear fashion.
B) ARGs are organic.
C) ARG players rely on the Internet as the hub of communication.
D) ARG players desire to share information with each other.
E) The ARG story is often followed by observers.

Question 59

________ participate in forums,but do not actively play.

A) Casual gamers
B) Puppet masters
C) Lurkers
D) Rubberneckers
E) Gold farmers

Question 60

Unfiction.com defines a(n)________ as "a cross-media genre of interactive fiction using multiple delivery and communications media,including television,radio,newspapers,Internet,email,SMS,telephone,voicemail,and postal service."

A) advergame
B) alternate reality game
C) MMORPG
D) casual game
E) transactional advertisement

Question 61

Which one of the following statements about ARGs is FALSE?

A) ARGs are welcomed brand messages among gamers.
B) The ARG games encourage enthusiasts to seek out new information as it is presented in the game.
C) ARGs do not invade people's space with a brand message.
D) ARGs require very little effort from initial conception through planning and execution.
E) ARGs require constant monitoring and input from the game architects through to the game's end.

Question 62

The percentage of gamers that are over 50 years old is expected to decrease as seniors diminish the value they place on gaming as a social entertainment experience.

Question 63

Sony's PlayStation3 is an example of a platform.

Question 64

Which of the following statements is NOT a guideline for developing a successful ARG?

A) Include plot lines and story elements that can be revealed sporadically.
B) Chart the flow of the story, clues, and media used for each as a planning tool.
C) Ensure that the story and the notion of interacting in a game with geographically dispersed players is appropriate to the brand's image and its target audience.
D) Unfold the ARG like a consumer-interactive advertisement.
E) Commit to the ARG and its management.

Question 65

Perhaps the best-known RPG is Dungeons and Dragons.

Question 66

Gamers will always reject advergames.

Question 67

Games that utilize a cadet narrative are specifically characterized as:

A) allowing the player to direct how the story underlying the game develops.
B) involving two or more different media.
C) acknowledging the need for a team approach to solve the mystery within the game.
D) disguising the sponsoring brand of the game itself.
E) having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 68

Static ads are variable and change based on specific criteria.

Question 69

Which one of the following statements about ARGs is FALSE?

A) The ARG game can evolve in ways the architects did not originally plan.
B) Fans drive the plot of ARGs.
C) Hardcore brand loyalists always welcome the influx of new people who express interest in the ARG game.
D) ARGs are unlikely to reach the same number of prospects as a brand could attract if it used mass media.
E) ARG players are typically debriefed after the game's end.

Question 70

An example of a milieu is Microsoft's Xbox 360.

Question 71

Which of the following statements is NOT a guideline for developing a successful ARG?

A) Develop a very simple plot.
B) Include plot lines and story elements that are nonlinear.
C) Break the narrative into fragments the players can reassemble.
D) Design a story that will enhance the sense of reality in the story.
E) Don't overcommercialize the ARG.

Question 72

Only a small percentage of American households today play computer and video games.

Question 73

If Nike sponsors an ARG but only reveals itself as the sponsor at the end of the game after the mystery is solved,then it is employing ________.

A) transactional advertising
B) rubbernecking
C) counterarguing
D) dark marketing
E) gold farming

Question 74

Brands play a relatively insignificant role when brought into a story for plot placement.

Question 75

Which one of the following statements about ARGs is FALSE?

A) The reach of ARGs can be substantial.
B) The ARG games attract media attention and publicity.
C) Exposures earned from ARGs do not last as long as those for traditional media.
D) ARGs are high-engagement messages.
E) The ARG games pull enthusiasts into the story.

Question 76

Which of the following statements is NOT a guideline for developing a successful ARG?

A) Have a story to tell.
B) Reveal the full story narrative at the beginning of the game.
C) Use obscure clues and messages that will require player interaction to decipher the scenes.
D) Utilize a variety of media.
E) Carefully design game elements to leverage the characteristics of the delivery medium.

Question 77

Plot placement results in enhanced brand purchase.

Question 78

Epic Goal,a live-action soccer game,is categorized as a strategy game.

Question 79

The back story of an ARG is:

A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.

Question 80

The forward story of an ARG is:

A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.