Marketing of Games - Austin Community College · PDF fileMarketing of Games Game-1303 Intro to...
Transcript of Marketing of Games - Austin Community College · PDF fileMarketing of Games Game-1303 Intro to...
Promotion
AdvertisingPersonal SellingSale PromotionPublicity“Hype”
The Four P’s
Product
Promotion
Price
Distrib
ution
Customers
Product
Quality PackagingFeatures WarrantiesOptions ServicesStyle SizesBrand Returns
Price
List PriceDiscountsAllowancesPayment PeriodCredit TermsComparison
Place
ChannelsCoverageLocationsInventoryTransport
The Product Lifecycle
IntroductoryStage
GrowthStage
MaturityStage
Decline Stage
TotalMarketSales
Time
Sales Low Rapidly Rising Peak Declining
Costs per customer High Average Low Very Low
Profits Negative Rising High Declining
Customers Innovators Early adopters Middle majority Declining
Competitors Few Growing Stable Declining
Marketing ObjectiveCreate
awarenessMaximize
market shareMaximize profit, defend share
Reduce exp, harvest brand
Product Basic productProduct
extensionsDiversity of
modelsPhase out weak items
Price Cost-plusPrice to grab
marketPrice to match
market Cut price
PlaceSelective channels
Intensive distribution Move intensive
Selective phase out losers
PromotionEarly adopter
awareness Mass MarketStress brand, differences
Reduce to maintain core
Sale promotionHeavy, entice
trial Reduce Increase brandReduce to minimal
IntroductoryStage
GrowthStage
MaturityStage Decline Stage
TotalMarketSales
Time
Competitor Analysis
Future Goals– At all levels of
management– Multiple dimensions
Assumptions– holds about self and
industry
Capabilities– Strengths– Weaknesses
Current Strategy– How is business
currently competing?
Market Entry Analysis
Competitor response profile– Is competitor satisfied with current position?– What move may they likely make in response?– Where is competitor vulnerable?– What will provoke the greatest and most
effective retaliation by competitor?
New Product Introduction
LaggardsLateMajority
EarlyMajority
EarlyAdoptorsInnovators
"TheChasm"
Technology Adoption Process
Entertainment Software SalesHistorical Sales Figures • $7.4 billion in U.S. sales in 2006• $7.0 billion in U.S. sales in 2005• $7.2 billion in U.S. sales in 2004• $7.0 billion in U.S. sales in 2003. • $6.9 billion in U.S. sales in 2002. • $6.4 billion in U.S. sales in 2001. • $6.0 billion in U.S. sales in 2000. • $6.1 billion in U.S. sales in 1999.
Entertainment Software Sales
02468
1012
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Year
$ Bi
llion
Industry Sales Information
Computer and video game software generate $7.0 billion in sales. – Console games $5.8 billion– Computer games $1.2 billion
Of all games sold: – 56% were rated Everyone (E).
• Up from 54% in 2003 – 28% were rated Teen (T).
• Down from 30.5% in 2003– 15% were rated Mature (M).
• Up from 11.9% in 2003• 84% of the best-selling console games
were rated E or T• 90% of the top 20 best-selling computer
games were rated either E or T
Console vs PC sales 2003
Console
PC
Everyone54%
Teen, 31%
Mature, 12%
By Game Rating
MMOG Active Subscriptions 7.0
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Jan-97
Tota
l Cur
rent
Sub
scrib
ers
Ultima Online EverQuest Asheron's Call Anarchy Online
Dark Age of Camelot Final Fantasy XI The Sims Online Star Wars Galaxies
A indicates the release of an expansion.
Jul-97 Jan-98 Jul-98 Jan-99 Jul-99 Jan-00 Jul-00 Jan-01 Jul-01 Jan-02 Jul-02 Jan-03 Jul-03