Language
1. What is the primary objective for the player in Blackpink: The Game?
The primary objective for the player is to play as the group's main producer, managing the band members before their debut by interacting with their avatars. The player must manage their schedules and build various departments in order to develop their career.
2. What is an "Alternate Reality" narrative? How is this used to frame the storyline of the game?
An "Alternate Reality" narrative will set a story outside of real-life and into a fictional world instead. This is done in the game through the creation of a "chibi", high-key, cute aesthetic which frames the storyline by making it inherently more light-hearted and less stressful, also allowing for an increased sense of diversion (Blumler & Katz').
3. Where is the game set? Identify at least two different types of locations the player interacts with.
The game is set in "alternate reality" spaces, including: the Management Agency (consisting of various departments that must be upgraded to develop the band's career); the Schedule Stages (stylised versions of the music video sets and concert stages); BLACKPINK World (social hub - open, online space where players' customs avatars can interact, acting as a digital community space); and the Concert Hall (high-status setting used for milestones).
4. What is the difference between the playable characters and the NPCs (Non-Playable Characters) like "Blinky"?
The user plays as their own playable character, being a producer, which allows them to insert themselves into an alternate reality, creating a sense of diversion. Other NPCs include the members themselves and their real-life producer, but also fictional characters who serve as guides, such as Blinky the Cat.
5. What specific activities and mini-games does the player perform to progress the band’s career?
The player will perform: Special Stage Events; Bingo & Puzzle Events; Anniversary Events; Board & Schedule Events; etc.
Representations
1. What representations of women and femininity can be found in the avatars in BLACKPINK: The Game?
There are some negative representations of women and femininity as a result of the avatars, including the fact that they have identical body proportions, with hourglass figures and small waists.
2. How does the game represent K-pop celebrity culture and the "idol" lifestyle to its audience?
The game presents a more positive version of celebrity culture, removing the real-life issues seen in the K-pop industry through the usage of an "alternate reality" narrative, presenting the idol lifestyle in a more idealistic, aspirational way.
3. How does the game reinforce or subvert traditional gender stereotypes through its character design and gameplay mechanics?
The game reinforces gender stereotypes through its usage of stereotypically feminine colours (pink & pastel colours), and also through the gameplay mechanics having a focus on puzzles, which women play more often. Stereotypes are also reinforced through the unrealistic portrayal of the member's "chibi" avatars, with small waists and hourglass figures.
4. What does the game suggest about modern perceptions of fame and the importance of a "para-social" relationship between stars and fans?
The game suggests that these parasocial relationships are normal through allowing audiences to (fake) interact with the members directly in-game, presenting a more positive, idealised version of fame.
5. How might a critic or a media student challenge the representations of body image or beauty standards presented in the game?
A critic may argue that the representations of body image and beauty standards are incredibly harmful given that they are unrealistic - the proportions of the member's avatars are made very skinny and idealistic, and the skin is made incredibly pale in order to mirror Korean beauty standards. This would promote white skin as being something desirable, therefore also perhaps demonising dark skin by presenting it as less attractive.
Audience
1. Who is the primary target audience for BLACKPINK: The Game? Identify at least two different groups of players the game appeals to.
The target audience would likely be fans of BLACKPINK already, called 'Blinks' - this is largely a young, female demographic, mostly from countries like the Philippines and Indonesia, yet also with a large Western fanbase. The game would appeal to them as they would already be fans of the band it is centred around. Another group of players that the game may appeal to is fans of the puzzle genre, as the game-play is centred around completing puzzles.
2. What are "Blinks," and how does the game use brand loyalty to attract and retain its players?
'Blinks' are fans of BLACKPINK, and the game uses brand loyalty through the consistent use of the black and pink colour scheme, and also images of the band members in order to attract these players through their love of the group.
3. Using Blumler & Katz’s Uses and Gratifications theory, what "pleasures" or "gratifications" does the game offer to its audience?
The game offers: diversion, as it offers a sense of escapism and entertainment; personal relationships, as it allows fans to feel closer to the band members, particularly through the 'direct message' feature where players can talk to a simulated version of the members; personal identity, perhaps in being Korean for Korean fans, or players seeing their style / aesthetic represented through the outfits and 'chibi' aesthetic of the game; and surveillance, as they would find out more about BLACKPINK and perhaps even the responsibilities of a producer by playing the game.
4. How does the "BLACKPINK World" social space encourage audience interaction and a sense of community?
The 'BLACKPINK World' is the game's social hub where players' custom avatars can interact with each other, encourage audience interaction with other fans and creating a shared sense of community with other people who share similar interests, in BLACKPINK as a group and the game itself.
5. How has the marketing for BLACKPINK: The Game (e.g., YouTube trailers and social media teasers) been designed to reach a global digital audience?
BLACKPINK: The Game has been marketed to a global audience through the usage of the English language in the trailer, while also featuring the Korean group itself, with the member's nationalities also attracting fans of similar backgrounds - e.g., BLACKPINK's Lisa is from Thailand, Rose is half Australian and Jennie was raised in New Zealand.
Industries
1. How much does BLACKPINK: The Game cost to download, and how does this reflect the "freemium" business model?
BLACKPINK: The Game is completely free to download yet has microtransactions in order to make profit, reflecting the "freemium" business model where games are made free yet microtransactions are made almost necessary in order to have a better experience, such as by unlocking certain levels or features.
2. In what ways does the game make money? Identify at least three different types of in-game currency or micro-transactions (e.g., Pink Diamonds, World Tickets).
The game makes money through 'Pink Diamonds' and coins that are or can be purchased with real money, alongside World Tickets and Stardust in order to acquire special items, costumes and photo card draws.
3. What role do "Gacha" (Gambling) mechanics and randomised rewards play in the game’s monetisation strategy?
The game features microtransactions centred on a gacha system to obtain exclusive photo cards, outfits and resources. Photo cards are given different rarities in order to make the highest-rarity cards seem more enticing, convincing players to spend money through buying Pink Diamonds or Gacha Tickets. Moreover, gacha events also frequently feature themed, limited-time outfits and cards, further enticing players.
4. How was BLACKPINK: The Game marketed and promoted to a global audience (e.g., social media "teasing," App Store screenshots, and YouTube trailers)?
BLACKPINK: The Game has been marketed to a global audience through the dual release of the game alongside a new single 'The Girls' written specifically for it, with the music video featuring the girl's avatars. As BLACKPINK itself has a global reach through their use of English lyrics and K-pop itself becoming a global phenomenon, utilising the band to promote the game allows for a global outreach.
5. How does BLACKPINK: The Game use media convergence and synergy to cross-promote the game alongside the band's music, such as the release of the exclusive single The Girls?
The game used media convergence and synergy by releasing the game alongside the single 'The Girls' written specifically for the game, and also by featuring BLACKPINK's music in the game itself, encouraging fans of their music to play the game and enticing listeners of 'The Girls' through it referencing the game itself.
