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Demographic
18-35
B,C1,C2
Predominantly male
History fans
A.C & Valhalla fans
RPG game fans
Psychographics
Explorer- open world
Aspirers-high quality graphics, well established franchise, critically acclaimed games
Succeeders- building& managing settlements, sense of achievement
Mainstreamers- broad approval
Hardcore gamers
Spends all their leisure time on games, completes achievements, big competitors e.g professional gamers
Valhalla- intricate combat system, skill trees, customisation
Casual gamers
Limited time on games, more into games with simple rules
Valhalla- immersive storyline, open world exploration, side quests
Stuart Hall reception theory
Dominant, negotiated and oppositional
Henry Jenkins- active audience
Twitch/ Valhalla website- share and upload gameplay
Ubisoft connect-challenges and earn rewards
Multiplayer
Henry Jenkins-textual poaching
‘Ass ree’- memes on social media, official social media name changes
Ubisoft Brazil- Viking cooking videos
Fan trailers by cinematic gaming media
Fandom Wiki websites
Ubisoft fan forum
Cosplayers
Fan art on Pinterest
Fan groups on Facebook
Note 
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