Again, this is an in-depth topic so we need to make sure we have studied this product across media language, audience, industry and representation. However, we have already studied BLACKPINK through our Music Video unit so this will build on that work nicely.
You can find the work we've done on BLACKPINK already here:
BLACKPINK: The Game: Notes
Language
Gameplay
The gameplay for BLACKPINK The Game is explained in detail in the app store or Google Play store:
A whole new journey with BLACKPINK
Become BLACKPINK's producer and manage your own agency, solve puzzles to clear schedules for BLACKPINK. Customize your members with stunning outfits and play mini-games with your friends in BLACKPINK WORLD.
MANAGEMENT
- Become a producer and run the management of BLACKPINK!
- Level up your own BLACKPINK members through various training departments of vocal, dance, acting and more!
SCHEDULE
- Collect/level up/upgrade exclusive photo & videocards of BLACKPINK!
- A whole new type of puzzle game where you destroy blocks in one stroke!
BLACKPINK WORLD
- Play real-time mini games with friends in BLACKPINK WORLD!
- A space where you can meet new friends in real-time!
AVATARS
- Play in adorable 3D version of the BLACKPINK members.
- Get various outfits to dress up your own BLACKPINK!
- Choose from a diverse collection of 1,000 outfits to show off each BLACKPINK member's style!
Game trailer:
Gameplay example:
Gameplay example:
BLACKPINK The Game - Narrative and objectives
The aim of BLACKPINK: The Game is to take on the role of the group’s main producer in an "alternate reality" to manage and debut the band members. As you play, you interact with CGI "chibi" versions of the band members, managing their hectic schedules and building various departments, such as recording studios and training rooms, to develop their careers. As you progress, you collect "Photocards" and complete Tetris-style puzzle missions that allow you to level up the members' stats and unlock exclusive content. Your success is determined by your ability to efficiently manage resources and clear puzzle levels to enhance the group's global status. The goal of BLACKPINK: The Game is to build the ultimate K-pop agency and foster a close relationship with the band by clearing "schedules," customizing their styles in "BLACKPINK World," and engaging in social interactions to turn the group into world-class icons.
The characters in BLACKPINK: The Game are a mixture of real-world global icons and fictional support figures that guide you through the "alternate reality" storyline. Unlike randomly generated NPCs, the central characters are fixed and essential to your progress as a producer.
The Band Members (JISOO, JENNIE, ROSÉ, and LISA): These are the core VIP characters. While they appear as stylised "chibi" CGI avatars, they are based on the real-life members of BLACKPINK. You do not play as them; instead, you manage their schedules, coordinate their training, and dress them in the "Blackpink World" social space.
Support Characters (NPCs): As you build your agency, you interact with fictional characters who serve as guides, such as Blinky the Cat, who provides tutorials and navigation through the game’s various departments.
Social Avatars: In the "Blackpink World" area, you encounter other fans who present as band members. These serve as a community for networking and interaction rather than obstacles to your journey.
In your pursuit of building a world-class agency, the band members act as your partners. Your goal is to collect their "Photocards" and manage their careers to ensure their successful debut and continued stardom, rather than competing against rival A-Listers.
Settings
The settings in BLACKPINK: The Game are a blend of functional business environments and vibrant, social "alternate reality" spaces. Unlike the photorealistic or gritty locations found in traditional console games, these settings use a high-key, "chibi" aesthetic dominated by the brand's signature pink and black colour palette.
The Management Agency: This is the primary functional setting where you act as the producer. It consists of various customisable departments that you must build and upgrade, including Recording Studios, Training Rooms, and Office Spaces. These locations are essential for the "management sim" aspect of the game.
The Schedule Stages: These are the backdrops for the puzzle-based missions. They represent the "work" life of the band, featuring stylised versions of music video sets, concert stages, and rehearsal spaces where players clear "bricks" to complete the group's professional tasks.
BLACKPINK World: This is the game's expansive social hub. It is an open, online space where players' custom avatars can walk around, interact with other fans globally, and visit the Style Shop. It serves as a digital community space that mimics a colourful, urban "fan-land."
The Concert Hall: A specific high-status setting used for major milestones and the "The Girls" music video content, reinforcing the group's identity as global superstars.
In your journey as a producer, these settings serve as the stage for your success. You move between the "behind-the-scenes" business world of the agency and the public, social world of the fans, with the ultimate goal of expanding your agency's reach across all these digital locations.
Narrative: Special Events
Special Stage Events: These often coincide with new photocard themes, such as "BACK TO RETRO SPECIAL," "Lovely Valentine Special," "Christmas Special," and "MOON FESTA".
Bingo & Puzzle Events: Players can participate in Bingo Seasons (e.g., Bingo Event Season 3) to complete daily missions and earn rewards, or join special puzzle events like "BLACKPINK’S NEW YEAR GREETING".
Anniversary Events: The game hosts dedicated events for its anniversary, including "1 Year Anniversary Special Photocards" and unique gameplay modes like "Bomb Mode".
Seasonal Themes & Attendance Passes: The main lobby often changes to match seasons (e.g., Summer Beach theme, Winter/Christmas theme), accompanied by 28-day attendance passes that provide free gifts.
Board & Schedule Events: Special board games allow players to win exclusive rewards like Special Motions, Stardust, and Event Tickets.
These events are regularly updated to keep the experience fresh for players managing the group's schedules and acting as their producer.
Representations
There are some key questions we need to consider regarding representation in BLACKPINK: The Game:
- How are women represented?
- How is celebrity represented?
- How is race/ethnicity represented?
It has been criticised due to Avatars often portraying unrealistic stereotypes for women, featuring identical body types with small waists and hourglass figures. Similarly, the game presents a positive, idealised version of fame. It builds a para-social relationship by making the player "responsible" for the girls' success and allowing "direct" messages from the band members.
Audience
BLACKPINK: The Game was incredibly popular. It was been downloaded over 4.4 million times and generated $1.9 million plus.
Why do audiences like it?
One way of understanding why audiences choose certain media texts is Blumler & Katz's Uses and Gratification Theory.
Uses and Gratification Theory states that audiences consume media products/texts for at least one of the following reasons:
- Diversion, escapism or entertainment – escaping from normal life.
- Personal relationships – fulfils their need for companionship. This is particularly true of social media products, online gaming and online communities. It can also apply to audiences developing an affection for certain stars or characters.
- Personal identity - seeing your own lifestyle, interests or ambitions reflected in a media product; reinforcing your own identity.
- Surveillance – using media to find out about the world around them.
Which of these apply to BLACKPINK: The Game?
BLACKPINK: The Game was developed by TakeOne Company, experts in content convergence. It was released in May 2024 and was marketed heavily using the BLACKPINK brand.
With social media promotion, the game quickly shot up the download lists and iTunes app store charts.
The game design means that there is a great deal of media convergence. Media convergence is the merging of different media texts. How does BLACKPINK: The Game involve media convergence?
The game is a prime example of synergy; it launched alongside a new single (The Girls) written specifically for the game, with a music video featuring the game's avatars.
Look at these social media posts related to the games release:
The game is free to download but makes huge amounts of money from in-app purchases and subscriptions. Players can use in-game currency or paid currency to obtain 5-star cards for better performance. The game includes options to buy "World Tickets" and other resources to speed up progress or purchase items for member styling. Over 1,000 outfits are available, with some being exclusive or requiring currency to obtain.
BLACKPINK: The Game CSP - Blog Tasks
Create a blogpost called 'BLACKPINK: The Game CSP' and complete all the following questions under the subheadings Language, Representation, Industries and Audience.
Language
1. What is the primary objective for the player in Blackpink: The Game?
2. What is an "Alternate Reality" narrative? How is this used to frame the storyline of the game?
3. Where is the game set? Identify at least two different types of locations the player interacts with.
4. What is the difference between the playable characters and the NPCs (Non-Playable Characters) like "Blinky"?
5. What specific activities and mini-games does the player perform to progress the band’s career?
Representations
1. What representations of women and femininity can be found in the avatars in BLACKPINK: The Game?
2. How does the game represent K-pop celebrity culture and the "idol" lifestyle to its audience?
3. How does the game reinforce or subvert traditional gender stereotypes through its character design and gameplay mechanics?
4. What does the game suggest about modern perceptions of fame and the importance of a "para-social" relationship between stars and fans?
5. How might a critic or a media student challenge the representations of body image or beauty standards presented in the game?
Audience
1. Who is the primary target audience for BLACKPINK: The Game? Identify at least two different groups of players the game appeals to.
2. What are "Blinks," and how does the game use brand loyalty to attract and retain its players?
3. Using Blumler & Katz’s Uses and Gratifications theory, what "pleasures" or "gratifications" does the game offer to its audience?
4. How does the "BLACKPINK World" social space encourage audience interaction and a sense of community?
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?
Industries
1. How much does BLACKPINK: The Game cost to download, and how does this reflect the "freemium" business model?
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).
3. What role do "Gacha" (Gambling) mechanics and randomised rewards play in the game’s monetisation strategy?
4. How was BLACKPINK: The Game marketed and promoted to a global audience (e.g., social media "teasing," App Store screenshots, and YouTube trailers)?
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?
Grade 8/9 Extension Tasks: Reading and Response
Read this Korea Times article on the release of BLACKPINK: The Game Why do media scholars believe it is important to study BLACKPINK: The Game as more than just a promotional tool for the band?
Read this article on TakeOne's fortunate role in the release of BLACKPINK: The Game. How does the collaboration between TakeOne Company and YG Entertainment demonstrate the power of 'Brand Extension' in the modern media landscape?
Read this article on a Pop Up ran by the brand MINISO based on BLACKPINK: The Game. How does the MINISO x Blackpink: The Game pop-up in Indonesia demonstrate the shift toward 'experiential' marketing and global IP (Intellectual Property) synergy?
Complete for homework: due date on SatchelOne.
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