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Bus-238 gamevil fianal presentation
- 1. Team: App Grace Strategic Identity
- 2. CONTENT 02. Company Analysis 03. Potential Opportunity 01. Company Background 04. Recommendations
- 4. Company Background1 • Publisher and Developer • Founded by James Song • Based in Seoul, Korea • Multiple offices world wide • Midsize company (1,200 employees) • Public traded company in KOSDAQ
- 5. Transition to Portability1 Home Consoles/ Personal Computers Arcade Mobile Devices
- 6. Arcade1 • Entire machines dedicated to one game • Expensive • Not easily accessible
- 7. Home Consoles/ Personal Computers1 • Made available to homes • Platforms capable of housing multiple games • Costly to own (Exclusive to certain platforms)
- 8. Mobile Devices1 • Apple changed everything • Low cost to develop on platform • Games accessible to larger audience
- 9. Facts1 1.8 Billion Gamers Current population of gaming community 27% Growth rate Growth rate for mobile gaming 37% Mobile Gamers ≈ 666 Million mobile gamers (roughly)
- 10. Company Game1
- 12. Gamevil Resources2 Localization offices Social Media Marketing Tactics Unique Licensing Agreements
- 14. Social Media Marketing Tactics2 80% of marketing budget used for Facebook Starting to utilize video streaming services • Employed community manager • Relating small live viewership • 13,000 followers
- 15. Unique Licensing Agreement2 Partnerships with MLB Players Association as well as Cartoon Network
- 16. Gamevil Value Chain Is a platform to develop games (e.g. Unity) Engine Is a person or a group who design the game Developer The company that publishes first or third party games (Marketing) Publisher A digital distribution platform (e.g. App Store, Google Play) Store Platform Customer 2
- 18. Become EA of mobile gaming Transition from developer to publisher 3 Company Goal
- 19. • Large Volume of games • Franchises that release annually (FIFA, Battlefield, Madden) • Large License agreements with Major Sports Organization & IPs (NFL, NHL, FIFA, Star Wars, etc.) 3 Information about EA
- 20. Building Brand AwarenessStrategic Problem 3 Brand Identity
- 22. PAX (Penny Arcade) EXPO 49% attendants have purchasing intent Present pre-release/current games 4 EXPOs/Conventions
- 23. • Advertisements beyond gameplay • Trailers • Teasers • Linking conceptual idea of games to the brand 4 Commercial Advertisement
- 24. • Establish Gamevil’s own App/Platform • New Updates/Announcements • Promotes customer engagement in building brand identity 4 Gamevil’s APP
- 25. The company offers limited edition products related to their games 4 Merchandise Store (e.g. Supercell)
- 26. 4 Conclusion Gamevil APP Platform Advertisements beyond gameplay Merchandise Store Expo/ Convention
- 27. THANK YOU
Hinweis der Redaktion
- Gamevil currently attends EXPOs whose audience are geared more towards developers & game publishers like E3. Not as much marketing efforts towards consumers in terms of EXPOs or conventions. Therefore, we recommend them attending PAX. PAX is basically an exhibition, in providing a platform to meet and build relationships with people or potential customers in the gaming/entertainment industry. Having a face-to-face interaction promotes direct customer engagement in building brand identity. According to the research done by All-Ireland Business Summit, they have said that on average 49% attendants in exhibitions have purchasing intent.
- Establish Gamevil’s own App/Platform. Within the app it will include their games, as well as, they can post updates & announcements. Which is similar to the Steam App, as well as, blizzard application on PC. This can potential produce more customer engagement in comparing to individual games being download through iTunes. So basically integrating all gaming in to one app.
- For example, Supercell one of Gamevil‘s competitors have strongly tied or linked their in game characters to their brands. Essentially, gamers of Supercell would refer those characters to Supercell. Supercell even has an online merchandise store in selling those limited edition characters. So Gamevil should do something like this