Anna Nordlander och Philip Ulrich, KTH

What type of strategy game distributors should use when marketing a new PC-game

Abstract

The gaming industry is a tough business where competition is fierce. It takes a lot from both game developers and distributors to succeed. The purpose of this study is to investigate which marketing method new games, without any established brands, should use to succeed better on the gaming market. The PC-game Bloodline Champions marketing process will be used as an initial point for our study.

The method is divided in three parts, a focus group of casual gamers, six interviews with professional gamers and an interview with a communication manager at the company Funcom.

The survey showed that the quality of the game determines whether customers will buy the product or not. It shows that through marketing it is hard to create a more value for the customers when they purchase a product.