Websites
Final Fantasy is a Massively Multiplayer Online Role Playing Game (MMORPG) Based around groups of heroes banding together to defeat life threatening monsters and save the realm (multiple times) The game is available through a monthly subscription and player retention is a huge part of Square enix's (The Developers of the game) marketing of the game.
The official promotional website for Final Fantasy 14 has multiple informative pages about the game, featuring reviews and ratings from various sources praising the quality of the game.
FFXIV-FreeTrial.com
Presenting a free trial almost immediately entices visitors of the site into downloading the game, Knowing they can skip straight to the experience and form an opinion for themselves is a very effective marketing tool.
The website also holds many "Beginners guides" to ease prospective players into the idea of the game. Having an idea of the mechanics and workings of the game before even buying it makes possible customers feel like they know about the product before they own it, Which in turn makes it more likely they will purchase the game.
Some of the pages show various copies of the game and the platforms the game will run on, Existing players do not need any of this information as they already own and have formed an opinion on the game already.
The Lodestone
Final Fantasy 14 Gives players more flexibility with their items, gear, stats and attributes using the games tailored website "The Lodestone". Here players can check what their friends in game have been up to through the feed on the lower right hand side, Players can schedule events on the right hand side calendar and invite in game friends to these events, The Lodestone will then email everyone attending the event when the date nears. The amount of in game currency and items held can be viewed also.
Unlike ffxiv-freetrial.com, The Lodestone is an online add-on to Final Fantasy 14 it serves as another window into the games world and helps players manage their experience. Both of these websites help the game Final Fantasy 14 in certain ways but different customers will use different sites for different things.
Game
Here are some images and a link to a 9 second long video showcasing the art style and layout of the Final Fantasy 14 User interface and In game assets, in game.
For better viewing Use this link; https://giant.gfycat.com/FlusteredCoordinatedEmperorpenguin.webm
As you can see the font used in game and icon design are identical to that used on the The Lodestone and ffxiv-freetrial.com, using the same font and art style as the game on the websites makes players of Final Fantasy 14 feel like the game is properly integrated into the websites and ensures the act of logging into The Lodestone or visiting ffxiv-freetrial.com doesn't feel disconnected from the game, Achieving this gives players a more active role in how they tailor their experience which in turn leads to a more enjoyable experience.
Art Style
Final Fantasy 14 has a distinct art style, The characters and their movement/expression are very animated and take heavy influence from the art styles of Japanese pop culture such as anime.
The similarities are shown in game such as big eyes and cat features on certain races like the Miqote (Cat people) a craze that is highly popular in Japan.
Even in other games, Such as Tekken.
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