industry
“ exceeding your imagination”
I Introduction to gaming
industry
20 08 Na me of 20 07
po sitio n pu bli she r po sitio n
1 Nintendo 1
2 Electronic 2
arts
3 Activision 3
4 Ubisoft 4
5 Sony 7
computer
entertainment
6 Take-two 5
interactive
7 Sega sammy 10
holdings/sega
of America
8 TH Q 5
9 Microsoft 9
games
studios
10 Square enix 11
11 konami 15
12 Vivendi games 13
13 Namco bandai 14
games
14 capcom 14
Gaming publishers are the company that publishes video games that they have
either developed internally or have had developed by a video game developer
Mobile gaming : with the creation of cell phone, one was easily impressed with
the mere fact that the phone required no cables but towards the end of 20th
century, cellular phones started to modernize and people wanted more out of
cell phone .
Though the older cell phones were having games it was in black and white
as hardware couldn’t support but as technology developed the storage and
graphic of cell phone improved and many attractive cell phone games came In
to the market …
Online gaming : becoming very popular in today's world eg: zapak etc.. And
also many competition are held among the gamers at international level and
the winner receives 1million $
Types of games :
•Arcade games
•Single person shootout games
•Strategy based games
•Sports games
•Adventure games
•Movie based games (tomb raider , home alone,dhoom,fast and
furious,krrish,ankahen,luck by chance)
Intelligent Start !!!!!!!!!!!!!!!
Marketing strategy
1)Gaining a competitive advantage.
Unveiled the Xbox 360 to consumers four days before E3, aka the
Electronic Entertainment Expo, started .
2)Marketing model:
Direct-to-consumer strategy.
3)Branding strategy:
Promoting its new console through nontraditional means with multiple
partners and six months before shipment . .
4)Networking strategy:
Agreement with Samsung to collocate next-generation Xboxes with its
high-definition TVs in retail stores
5)Exhaustive SCM-
Product cycle has a front-loaded revenue stream
Unique Supply Chain Model by
Microsoft
What’s so special?
Robust value chain analysis of
Xbox
Do u know this?
Sony
Like No Other…
Introduction
• Found in-1946(adopted its current name
in 1958)
• Founders-Masaru Ibuka,Okio Morita
• Headquarters-Minato,Tokyo,Japan
• Key people-Sir Howard Stringer (CEO &
Chairman)
• Sony got into the console gaming market
in late 1994.
• It stands at first position in INDIA and
second in the world market of gaming
industry.
• Name derived form a Latin word SONUS.
Play station portal(PSP)
Accessories:-
• PSP-S180E-video out and the component AVcable.
• PSP-S150E-video out and composite AV cable.can
watchvideo from slimmer, lighter PSP system on
any TV.
Games:-
• Buzz-master quiz
• God of war
• LocoRoco
Playstation 2(PS2)
Accessories:-
• SCPH-10010E-The DUALSHOCK®2 analog controller
delivers a more intuitive gaming experience, with pressure
sensitivity on every action button and enhanced mobility of
analog thumbsticks.
• 8MB Memory Card- Save game progress, hidden
characters, highscore,special weapons, custom control
settings.
Games:-
• Gran turismo 4
• Shadow of the colossus
• Ratchet and clank-size matters
Play station 3(PS3)
Accessories:-
• WIRELESS CONTROLLER- have pressure sensors
in each button and inclusion of sixaxis,motion
sensing technologies.
• PS3 BD Remote- enables control over Blu-ray disc
player features.
Games:-
• Motor storm pacific rift
• Gran turismo 5 prologue
• Resistance 2
• Little big planet
Swot analysis
STRENGTH OPPORTUNITIES
• giving customer the • the PS3’s lower price
latest and greatest convinced people waiting
gaming hardware and for Wii’s to buy available
software. PS3s instead.
• High-quality
hardware.
• Attuned to what their THREATS
hardcore gamers’ • PS3 customers shifting to
wants are. XBOX-high prices
• Recession has threatened
WEAKNESS the PS3 sales.
• high-quality hardware =
high prices
• New technology=high
Marketing objectives
1. Lowered down the hardware and software prices
to grab the space created in the market of
NINTENDO due to its unavailability.
2. Attracting movie making companies to make use
of BLU-RAY technology, thereby bringing
revenues for the company.
Marketing plans
4. Make Sony available on shelves always.
5. Lowered price-capture market of XBOX.
6. Took idea from NINTENDO and added the feature
of motion sensitivity before release.
Marketing & Product
strategies
• Target customer- 15 to 30yrs
• Includes shooters and high action games such as Kill
Zone and God of War
• younger children-more adventure based games such as
Jak and Daxter and Crash Bandicoot
• Blu-ray offers the latest advancement in movie
entertainment experience. The detail of these movies is
so good that you can literally see individual pores on
people’s faces. As you might expect, this means detail on
everything is very high and movie buffs love it.
• High audio visual quality
• classic games available for download via the Playstation
Network
• Little change in control setup-compared to PS1 & PS2
Pricing & Promotion &
Supply chain strategies
• Initially the prices were high then reduced to gain as
much as possible from the market- skimming
strategy (extracting the creamy layer of market)
• Provided a gaming system which also enables enables to
watch movies on it.
• Offers down able games
• Nice warranty
• Enables multiplayer games
• Additional features-songs etc
• Backward compatibility with PS1,PS2games
• buys parts from different suppliers to construct the PS3
• Then constructs units in Japan
• After repeated testing, sales in Japan n then shortly in US
&so on
• From here they are sold to distributors.
Product attribute matrix
Product Seventh generation home video
game console
Dimensions 4 mm x 157 mm x 215.4 mm
Accessories Wii remote, Nunchuk, sensor bar
Cost $ 249.99
Target 8-80 year olds
group
Technology WiiConnect24
Add ons Free Wii game with each unit
Free Wi-Fi connection
Awards E3 Awards 2006, Popular
Science, 2006, Gamespot, 2006,
PC World’s most innovative
product of the year,
Competitio Microsoft’s Xbox 360 and Sony’s
n PlayStation 3
USP Broader demographic base
Wireless controller
Wii remote
Nunchuk
Wii sports disc Wii console stan
Fun Graphics
Marketing
Strategy
Game Magic
Library wand
Physics
Promotional
strategy
• PC gaming break up of $ 90
million
Publisher
Ip owner
Content developer
• Zapak.com
• Games2win.com
• Indiagames.com
• hungama
• dhruva interactive
• game shastra solutions
Market size
350
300
250
Revenues
200
150
100
50
0
Years 2003 2005 2007 2009
Years
Market share of gaming in India
online
Consoles 2%
20%
Mobile
53%
Pc
25%
Future scope
Thank you…
Shreeshasagar
Smrity
Srujana
Sumedha
Soumya