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National Law University, Jodhpur

MARKETING MANAGEMENT
AREA STUDY OF THE COMPETITIVE STRATEGIES WITH REFERENCE TO
THE GAMING INDUSTRY

Submitted to:
Mrs. Archi Mathur Associate Professor & Assistant Dean Faculty of Management Studies

Submitted by:
Akash Paul Lakra Roll No.766 B.B.A(Hons),LL.B. (Hons.)

(Project towards fulfilment of the assessment in the subject of Marketing Management)

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Contents

ACKNOWLEDGMENT ................................................................................................................. 4 EXECUTIVE SUMMARY ................................................................................................................ 5 RESEARCH METHODOLOGY ........................................................................................................ 6 INTRODUCTION: THE GLOBAL GAMING MARKET .......................................................................... 9 THE GROWTH OF THE GAMING INDUSTRY IN THE 2000S ....................................................... 10 SOME OF THE LEADING PLAYERS IN THE COMPETITION:- ................................................. 10 UNDERSTANDING THE INDUSTRY AND MARKET CONCEPT OF COMPETITION ............................ 12 INDUSTRY CONCEPT .............................................................................................................. 12 MARKET CONCEPT ................................................................................................................ 12 Understanding the market concept of competition with respect to the gaming industry..... 12 ANALYSIS
AND

ASSESSMENT

OF LEADING

GAME PUBLISHERS & DEVELOPERS

AND THEIR

PRODUCTS ................................................................................................................................. 14

ELECTRONIC ARTS: ............................................................................................................... 14 PRIME PRODUCTS.............................................................................................................. 15 ACTIVISION BLIZZARD .......................................................................................................... 19 PRIME PRODUCTS.............................................................................................................. 19 Standalone entry of a New Firm, Majong ............................................................................ 21 COMPETITIVE MARKETING STRATEGIES EMPLOYED
BY THE

PROMINENT LEADERS

IN THE

GAMING INDUSTRY ................................................................................................................... 22 EA SPORTS VS KONAMI ................................................................................................. 22 IN CONTEXT TO ELECTRONIC ARTS .................................................................................. 22 IN CONTEXT TO KONAMI .................................................................................................. 23 ELECTRONIC ART‟S MASS EFFECT 3 IN THE YEAR 2012 ....................................................... 24 1. 2. 3. Flank Defence Strategy ......................................................................................... 24 More Usage............................................................................................................ 24 New Uses ............................................................................................................... 25

3 BLIZZARD‟S WORLD
OF

WARCRAFT, THE MASSIVE MULTIPLAYER ONLINE ROLE PLAYING

GAME.................................................................................................................................... 26 1. 2. 3. Position Defence .................................................................................................... 26 Counter-Offensive Defence and Contraction Defence .......................................... 26 New Usage & New Users ...................................................................................... 27

ELECTRONIC ARTS: BATTLEFIELD 3 VS. ACTIVISION: CALL OF DUTY MODERN WARFARE 328 1. 2. 3. MOBILE DEFENCE STRATEGY USED BY ACTIVISION ............................................... 28 Position Defence Strategy Employed by Activision ............................................. 28 Frontal Attack on Activision ................................................................................. 29

CONCLUSION TO THE BATTLE BETWEEN CALL OF DUTY AND BATTLEFIELD ........................ 30 BATTLEFIELD 3 ................................................................................................................. 30 CALL OF DUTY MODERN WARFARE 3 .............................................................................. 30 DATA TABULATION IN CONTEXT TO THE TRENDS OF THE GAMING INDUSTRY ........................ 32 PERCENTAGE OF HOUSEHOLDS THAT PLAY VIDEO GAMES AND THE AVERAGE GAME PLAYER AGE ...................................................................................................................................... 32 CONCLUSION............................................................................................................................. 40 In Context to Competition ................................................................................................... 40 In context to data tabulation ................................................................................................. 40

Annexure: Questionnaire

4 ACKNOWLEDGMENT

Though we are obliged to many of our friends and relatives but would like to give special thanks to some of those who really helped us prepare and present this project the way it is. First and foremost we would like to thank our teacher Dr. Archi Mathur who greatly helped us in choosing this topic and also boosted our morale wherever and whenever required. Secondly we would like to thank our University, National Law University, Jodhpur, for the infrastructural and allied support services without which making this project would have proved to be really difficult. Last but not the least we would like to thank our parents who have provided us with all the material, psychological and spiritual support without which the completion of this project would never have been possible.

Akash Paul Lakra Roll no, 766, IV Semester, BBA.(Hons.) LLB. .(Hons.)

and even in context to the movie industry which is the second most largest entertainment industry after the gaming industry. Percentage of Households that play video games and the Average Game Player Age 2. The market segment of the different genres of the gaming industry 6. popularly known as the Gaming Industry has so progressed that it has major impact on the economy through the sales of major systems and games. The project focuses around how the big names in the Interactive Entertainment industry have made it the greatest entertainment of all time. Frequency of Video Games played by gender. What seemed a curiosity in the beginning.5 EXECUTIVE SUMMARY Today the Interactive Entertainment Industry. The data tabulation chapters helps explain the tends of the gaming industry with respect to age. 3. curiously became the $65 Billion Dollar Industry The project makes us understand the Concept of Market Competition as well as understanding the different classes of competitors with respect to the Gaming Industry. Comparison of the sales of US computer sales unit vs. game unit 4. sales. gender. The data tabulations also helps us understand the various tends in the gaming market with respect to 1. The project tends to show the changes which have taken place through the years. The video game growth in years of 1996~2008 5. The comparison of sales revenue generated by games with movies in the years of 2007~2010 .

In addition. The data will provided with a questionnaire . The approach towards this research shall be both qualitative and quantitative. In other words. self-reports. The information with the data gathered through Primary and secondary means will be then analysed and scrutinized to come to the desired result. Finally.6 RESEARCH METHODOLOGY The Methodology that shall be followed for the project will be descriptive. journals and the internet. Unlike qualitative research. This type of research is also a grouping that includes many particular research methodologies and procedures. Descriptive research may focus on individual subjects and go into great depth and detail in describing them. descriptive research is also low on the "control or manipulation of research context" scale. The theoretical and statistical data will be gathered from newspapers. other types of research. This approach is called a case-study. like qualitative research. surveys. descriptive research aims to gather data without any manipulation of the research context. The four parameters of research will help us understand how descriptive research in general is similar to. It is non-intrusive and deals with naturally occurring phenomena. such as observations. and tests. the data collection procedures used in descriptive research may be very explicit. employ highly refined categories of behaviour and yield quantitative (numerical) data. descriptive research may be more analytic. for example. Individual variation is not only allowed for but studied. and different from. Some observation instruments. It often focuses on a particular variable or factor.

A distinction can be made between questionnaires with questions that measure separate variables. We would be using a mixed questionnaire in this project.7 QUESTIONNAIRES A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. although they are often designed for statistical analysis of the responses. and questionnaires with questions that are aggregated into either a scale or index. .

2) Study of Competitive Marketing Strategies employed by Successful game developers.8 OBJECTIVES 1) Study of Competitive Marketing Strategies in different areas of the Gaming Industry. I would be dealing the first two objectives together as I would identify the key product lines of the gaming industry and the leading players and how they use the competitive marketing strategies to be successful 3) Setting up data tabulation to determine and understand the trends of the gaming industry .

Development Costs were minimal as the games could be developed by a single programmer or a team of programmers. the gaming industry has flourished into a full grown mainstream industry.2 1 PR Newswire. Activision and Electronic Arts. book or videogame." which reached the $1 billion milestone in 17 days.” 2 PriceWaterCoopers Actuarial on Global Video Game Market . United Business Media. Developers could release several titles a years.1 The Interactive Entertainment Industry. Many early game publishers started from this economic climate. Capcom. The gaming industry is estimated to grow by more than 100 per cent in the ten years from 2002-2011.9 CHAPTER I INTRODUCTION: THE GLOBAL GAMING MARKET During the early years of gaming.88 billion dollars in the current global market. the large media firms stayed away from the gaming industry but this could not last forever Today the Gaming Industry has so progressed that it has major impact on the economy through the sales of major systems and games. marketing and sales of video games. which grabbed in over USD $ 650 million of sales in the game's first five days. which set a five-day global record for a movie.88 billion dollars in the global market in the year 2002 is now contributing over 48. The gaming industry which contributed 21. beating the feature film "Avatar. Sierra Entertainment. What some considered a curiosity in the Mid 1970s. popularly known as the video game industry or the gaming industry is a segment of the worldwide economy that is involved with the development. making profit was easy. Activision‟s Call of Duty hit $1 Billion Milestone in Just 16 Days. such as Origin Systems. A very good example is Call of Duty: Black Ops. “Call Of Duty®: Modern Warfare 3™ Hits $1 Billion Milestone in Just 16 Days. After the initial crash of the video game market in the early 1980s.

10 THE GROWTH OF THE GAMING INDUSTRY IN THE 2000S In an Annual Media Briefing Doug Lowenstein. the founder and former President of the Entertainment Software Association (ESA) said "The U. Mass Effect. industry types and analysts had converge on Los Angeles for the E3 conference.S game industry was worth $10.03 billion euros 3 Liana B. Fifa series 3. which sprawled across a space the size of eight U. Take-Two Interactive Software Annual revenue: $1.8 billion Top franchises: Call of Duty.13 billion Top franchises: Grand Theft Auto.3 Billion up from the $62. Baker “Fact box: A look at the $65 billion video games industry” Reuters . but it generated a further $7. Electronic Arts Inc. Annual revenue: $3.8 billion Top franchises: Battlefield." In the year 2011 around 45.7 billion in economic value. World of Warcraft 2. Red Dead Redemption Ubisoft Annual revenue: 1. football fields. This marquee event for the video game industry running June 7-9 came as the industry tried to cope with the rapid growth of online and mobile gaming.S.3 SOME OF THE LEADING PLAYERS IN THE COMPETITION:1.000 reporters. $2.3 billion in 2004." he said. "Even that figure under-estimates the impact the game industry has on improving the performance of industry. Revenue forecast of 2011 was $65 Billion.7 in 2010. Activision Blizzard Annual revenue: $4.

curiously became the $65 Billion Dollar Industry . Tom Clancy titles such as Splinter Cell What seemed a curiosity. Prince of Persia.11 Top franchises: Assassin's Creed.

it would be the sales of Activision‟s Call of Duty. The competition is amongst companies that satisfy the same customer needs. The market concept discloses much broader set of actual and potential competitors.12 CHAPTER II UNDERSTANDING THE INDUSTRY AND MARKET CONCEPT OF COMPETITION INDUSTRY CONCEPT An industry is a group of firms that offer a product or a class of products that are close substitutes for one another. the sales of a game of one particular genre do not affect much. presence or absence of entry mobility. The point is that they both topped the European charts during their time of release in the month of November 2011. Modern Warfare 3 and Bethesda‟s Elder Scroll‟s IV: Skyrim. Industry are classified according to the number of sellers. and the degree of globalization. and exit barriers. . identification of competitors could be done using the market approach. degree of product differentiation. Understanding the market concept of competition with respect to the gaming industry In the Gaming industry the outlook is quite different to what people think. If we have to take a very correct example in context to the gaming industry. The sales of the products did not affect each other. They both are games but are very different at the same time. Call of Duty is one of the First Person Shooter Games while Skyrim is a single – player Role Playing Game. MARKET CONCEPT In addition to the industry approach. cost structure degree of vertical integration. the sales of a game of another genre. much.

13 However it is to be noted that the bigger share in the market segment in the Interactive Entertainment Industry comprises of people who play FPS games rather than role playing games. Competition is explicit and stiff when it comes to games of the same genre releasing on similar platforms. .

H. the Challengers.8 billion in revenues for the fiscal year ending March 2011. On May 4. By the early 2000s. EA announced that it had exceeded $1 billion in digital revenue during the previous calendar year. EA reported $3. EA was a home computing game publisher originally but in the late 1980s. and on January 13. and the Followers of the Interactive Entertainment Industry we must take our time to access.4 4 Williams. EA is currently the No.14 CHAPTER III ANALYSIS AND ASSESSMENT OF LEADING GAME PUBLISHERS & DEVELOPERS AND THEIR PRODUCTS UNDERSTANDING THE PRODUCT MIX Before comparing the competitive Strategies employed by the Leaders. ELECTRONIC ARTS: The famous and the almighty American developer. publisher and distributer was incorporated on 28th May 1982 by Trip Hawkins. "EA Reshuffles After $1 Billion in Digital Year" Industry Gamers . 2012. marketer. The company was also a pioneer of the early home computer games industry and was distinguished for promoting designers and programmers responsible for its games. EA had become one of the world's largest third-party publishers. 1 publisher in Western markets with a 16% segment share. and analyse them. 2011. M. EA later grew via acquisition of several successful developers. the company began developing games in-house and supported consoles by the early 1990s. and the second-largest social games company on Facebook.

5 Also FIFA 12 holds the record for the "fastest selling sports game ever" with over 3. Italian Serie A. 5 6 Business Wire. allowing the use of real leagues. EA never held back as of 2011. making it one of the best-selling video game franchises. German Bundesliga. When EA released its first game titles. And has all the major Tournaments of the world. clubs. “EA SPORTS FIFA Soccer Franchise Sales Top 100 Million Units Lifetime “ Sinclair. released annually by Electronic Arts under the EA Sports label. The series has sold more than 100 million copies worldwide.15 PRIME PRODUCTS In the sports interactive product line the product of EA I would be dealing with would be 1. Even in means of Distribution. Pricing was done in accordance to other games in the same genre. including the English Premier League and Football League. French Ligue 1. Mexican Primera División. Brendan. and player names and likenesses within the games. CBS Interactive . What differentiated EA‟s product from the rest of the herd was that series contained many exclusively-licenced leagues including league and teams from around the world.2 million games sold and over $186 million generated at retail in its first week of release. American Major League Soccer.6 Fifa is also available in all the gaming platforms." GameSpot. Dutch Eredivisie. offering users a wide variety of options to choose from." calls it “the biggest launch of 2011 so far. the FIFA franchise has been localized into 18 languages and available in 51 countries. Spanish La Liga. South Korean K-League and Australian Hyundai A-League. there was no competition as such until in 2000 when Konami released its own Soccer series Pro Evolution Soccer. “"Publisher estimates football simulation's sell-through as "the most successful launch in EA Sports history. FIFA Also known as FIFA Football or FIFA Soccer is a series of association football video games.

Mass Effect 3 was released in multiple editions. weekly videos were posted on the company's official website and YouTube offering fans a preview of upcoming content. tolerance of diversity. there would also be a collector's edition and a digital deluxe edition. Alongside the regular edition. Both games have received critical commendation for their storyline. MASS EFFECT Mass Effect is a series of sci-fi action role-playing video games developed by the Canadian company Bio-Ware and released for the Xbox 360. from the second instalment. Video game website GamesRadar called Mass Effect the best new franchise of the generation. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing online combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.16 The second product line I would be dealing with would be Single player Role playing game and the product I have analysed is the latest released game Mass Effect 3 2. Mass Effect had always been a critical success. What attracts the buyers is the amount of effort developer put into the continuity of the series keeping in mind that they also need to attract new users as well. for the PlayStation 3 and published by EA. most 7 GamesRadar “Top 7 Best New Franchises of this Generation” . and the depth of the galaxy. each of which will include bonus content and unlockable items. romances. characters. saying that the galaxy was so well-constructed that it felt like a decades-old franchise and that it represented "a high-water mark for video games as a story-telling medium. voice acting. choices. Microsoft Windows and.”7 Presently Mass Effect 3 relied heavily on viral marketing using an internal channel called Bio-Ware Pulse.

with 3 million of those being pre-orders. we're launching Battlefield 3. which is presently the #1 game in the game industry. The series is developed by the Swedish company EA Digital Illusions CE.10 Two days after launch. co-operative and multiplayer modes EA CEO John Ricci tiello stated that Battlefield 3 is aimed at competing with the Call of Duty series. "EA Sells 5 Million Copies of 'Battlefield 3' in a Week" 31st October 2011 10 IGN Entertainment . Battlefield 3 is designed to take that game down. regular being the basic pricing level. “E3 2011: Mass Effect 3 N7 Collector's Edition Announced.8 Each of the editions would be differently priced. Battlefield Bad Company The Battlefield franchise is a series of First Person Shooting video games that started with the Windows/Mac game Battlefield 1942. EA CEO John Riccitiello announced via a conference call to investors that Battlefield 3 has already shipped 10 million units within a week of release. 11 Electronic Arts stated that the title sold 5 million units within the first week of availability." EA planned on spending over $100 million on a marketing campaign for Battlefield 3. "A game that last year did $400 million in revenue on day one. four exclusive weapons found in the N7 Arsenal Pack. next I would be dealing with is the FPS product line with EA‟s product known as BBC 3. 2011 . Currently EA‟s Battlefield is most prominent of the all challengers. globally in the world of First Person Shooting after Activision‟s Call of Duty.”EA: Battlefield 3 Designed to Take Down Call of Duty” 6th April 2011 11 James Hyde.17 notably. 9 Battlefield 3 features the combined arms battles that made the series popular across single-player. and published by Electronic Arts. After a month when EA‟s chief financial officer Eric Brown announced that Battlefield 3 had sold 8 million copies and that the publisher has shipped 12 million copies of the game to 8 IGN. It's going up against the next Call of Duty." he said. 6th June 2011 9 PCMag. "Battlefield 3 ships 10 million copies" December 14th. N7 Arsenal Pack exclusive to this edition” XBOX 360. "This November. Battlefield 3 sold 5 million copies in its first week of release. easily becoming its fastest-selling game beating FIFA 12 the same year.

18 retailers. insisted that Battlefield 3 had successfully captured a slice of Call of Duty: Modern Warfare 3‟s market share.12 12 Ben Parfitt. the Chief Operating Officer of EA. 2 million more than it shipped for launch week. “EA: Battlefield 3 stole market share from Modern Warfare 3” . Peter Moore.

Call of Duty Series Call of Duty is a first-person video game series franchise. "Call of Duty has become one of the greatest entertainment franchises of all time.” In the first three quarters of 2010. CEO of Activision Blizzard. “Call Of Duty series tops 55 million sales” MCV. ”Activision Blizzard sees '10 as its 'most profitable” CNET News.7 billion during the same period. Activision Blizzard's revenue stood at over $3 billion. 5th November 2010 15 Tim Ingham.13 The company believed that the merging of the two companies would create "the world's largest and most subtle pure-play video game publisher" It believes that it is the only publisher that has "leading market positions across all categories" of the video game industry. 2nd December 2007 Don Reisinger. By November 27. announced on December 2.8 billion USD. 2009. 27th November 2009 .15 13 14 Rory Cellan-Jones. “Video game giants in $18bn merger” BBC News. 2007 and the merger was worth $18. The games started off to be released on PCs then eventually as the series progressed they covered mostly all gaming platforms.14 PRIME PRODUCTS 1. Inc.19 ACTIVISION BLIZZARD Activision Blizzard Inc. The company is majority owned by French conglomerate Vivendi SA and was created through the merger of Activision and Vivendi Games. up from the $399 million in the same period in 2009. In 2009 it generated $2. Call of Duty games had sold 55 million copies for $3 billion in revenue. which was formerly only Activision. It has generated a $651 million profit. is the American holding company for Activision and Blizzard Entertainment." said Bobby Kotick.

Mike Rose.17 16 Keza Macdonald. UK” Gamasutra. World of Warcraft is currently the world's most-subscribed MMORPG. three month. 14th November 2011. Blizzard currently holds the leading position in the domain of MMORPGs.5 million copies in the US and UK alone and grossed $400 million. the game sold 6.5 million paying annual members. World of Warcraft requires a subscription fee to be paid to allow continued play.20 Activision is so prominent in its share of the market that as of February 9. although timecards of varying length are available both online and from traditional retailers. 2012 there are 40 million monthly active players across all of the Call of Duty titles. up from $703 million it posted during the same period in 2009. World of Warcraft World of Warcraft is a massively multiplayer online role-playing game (MMORPG) by Blizzard Entertainment. with options to pay in one month. and holds the Guinness World Record for the most popular MMORPG by subscribers. “Modern Warfare 3 Sells 6. making it the biggest entertainment launch of all time. In 2010 it was announced in an interview that the revenue generated from World of Warcraft its third-quarter revenue grew to $745 million. 16 Modern Warfare 3 was released in two different retail versions across the PlayStation 3 and Xbox 360 platforms: Standard and Hardened. 11th November 2011 17 Supra 14 .” "Modern Warfare 3 Has Biggest Launch Of Anything Ever" IGN. 2. with 7 million Call of Duty: Elite users and 1.5M On Launch Day In North America. or six month blocks. Call of Duty: Modern Warfare 3 the latest addition to the series is the number 1 title in the world of First Person Shooting games and is constantly in run with Electronic Arts‟ Battlefield Within 24 hours of being released.

the game had no publisher backing and has never been commercially advertised except through word of mouth. Minecraft passed 1. old player in the Interactive Gaming Industry Minecraft has been praised for the creative freedom it grants its players in-game. The general idea is that the reason behind the success was not Minecraft. focused on creativity and building. PC Gamer. bug fixes and all updates leading up to and including the release would still be free." However. a product which was unknown and an unexplored area in the field of Interactive gaming industry Majong AB is a Swedish independent video game developer founded in May 2009 under the name Mojang Specifications by Markus Persson. Good Game selected Minecraft as their choice for "Best Downloadable Game of 2010" title. At the same time. Minecraft is a sandbox-building. allowing players to build constructions out of textured cubes in a 3D world. 18 Jim Rossignol. but the idea of Minecraft. Minecraft stood unique it its own. Majong A product that was spread through word of mouth. the game had a spike in sales of over 25.000 purchases in 24 hours. in September 2010. and Persson said that users who bought the game after this date would no longer be guaranteed to receive all future content free of charge as it "scared both the lawyers and the board.UK .000 purchases less than a month after reaching Beta.18 while PC Gamer listed Minecraft as the fourth-best game to play at work. 2011. “Building-block World". In terms of promoting the game. On January 12.95. The basic pricing was set to €14. The most well-known product of the game developer is Minecraft There is not much to say about the firm but way too much to say about Minecraft. not being a heavy.000. The question remains why Minecraft is successful even after Majong. after an spontaneous "free to play" weekend. In December 2010. Minecraft was released in its „stilldevelopmental stage‟.21 Standalone entry of a New Firm. and for how dynamic the overall gameplay is.

IN CONTEXT TO ELECTRONIC ARTS It is very clear that EA employs more than one strategy. Real Teams. we do have to keep in mind that EA has a good financial status. one of the reasons would be that PES fails to provide fully licensed clubs to its users. people experienced the new concept of . EA in the year of 2007 introduced a new feature to the list of game modes it already had. EA tends to get the licensing rights of their games before Konami does. The reason for this quite simple. “Be a Pro Mode”. NEW USES New innovations. it‟s not question that the majority of the users would prefer playing with „Real Player. the ability to create their own player and grow the player to become a full-fledged professional. but it also faces a tough challenge every year by Konami‟s Pro-Evolution Soccer. EA holds monopoly when it comes to licensing major. 2. 1.22 CHAPTER IV COMPETITIVE MARKETING STRATEGIES EMPLOYED BY THE PROMINENT LEADERS IN THE GAMING INDUSTRY Understanding the way of success EA SPORTS VS KONAMI Electronic Arts‟ FIFA may be the leading game in the series of soccer entertainment. and Real Clubs rather than anything else. EA gave what people desired subconsciously. THE PRE-EMPTIVE STRATEGY If one has ever wondered why people prefer FIFA over Pro-Evolution Soccer (PES). new methods and instalments of new features to attract new and existing users to buy the products is a key strategy employed by most market leaders in the Interactive Entertainment Industry.

plus video” GamesRadar. has recently signed up the Barcelona Star to become the new face for EA‟s soccer franchise for the year 2012. Lead Producer FIFA 08. the in game mechanics are far weak in comparison the Konami‟s PES. the rest of the videos in their reviews and feedback have provided that PES offers better game mechanics than those of FIFA. POSITION DEFENCE STRATEGY Lionel Messi. making the brand almost impregnable. 2011 . The weak point of EA Sports‟ FIFA is the game mechanics. which it tends to improve with every new title. IN CONTEXT TO KONAMI 1. though majority of video game owners prefer FIFA due to licensing and brand issues faced by PES. 24th September.19 EA‟s new feature proved to be successful as it was rated 8/10 on average by most reviewers. EA wants to build a superior brand power. FLANK ATTACK It is well known that FIFA‟s gameplay. “FIFA 08 PS3 and Xbox 360 developer blog #04. 3.23 playing as a single player in a team of eleven members which they were controlling altogether. Electronic Arts. there is no need to give an introduction for such a superstar. 19 Joe Booth. Be a Pro mode explained . They also had a special „be a pro camera‟ called the „pro cam‟ to give people a unique experience. a name in the world of Soccer everyone knows. however in relation to this. Building up the brand value of the already acclaimed soccer franchise. PES. EA is also supposed to join hands with the Lionel Messi Foundation to support the social cause of providing education and health care for children around the world. has already tended to be very good with providing users with better gameplay and better graphics.

1. This strategy is designed to pressure the flank of the enemy line so the flank turns inward. You make gains while the enemy line is in chaos. In doing so. Electronic Arts never fails at setting up its defences. the developer of Mass Effect 3. This was supposed to be very big step for EA as it would cut down the number of new users who know nothing of the story. completing the story of the earlier two titles. and at the same time attracting millions of old users and millions of new users with each title. In order to understand the continuity of the story one has to rely on the previous titles.000 copies within the first day of its release in North-America which had met EA‟s expectations. you avoid a head-on confrontation with the main force. . this year EA has no such origin story comic. the chief executive of Electronic Arts At Wedbush Conference on Technology. origin-story comics for new players to help them make quick decisions. Borderlands. Assassins Creed III. Media & Telecommunication in New York made an estimate that Mass Effect 3 sold over 890. this year Electronic Arts is supposed to face stiff competition as to who will have the biggest share of the market share. every decision making has an impact to the ending EA‟s which has excessively increased the usage of the game. John Riccitiello. and the return of Diablo 3 after the year 2000 when Diablo 2 was released. More Usage With 17 different endings provided by Bio-Ware. Flank Defence Strategy Normally what EA used to do to attract new users to the series was. Mass Effect 3 marks the final chapter in the Mass Effect trilogy of video games.24 ELECTRONIC ART‟S MASS EFFECT 3 IN THE YEAR 2012 Release date: 6th March 2012 The year of 2012 is one the toughest competition year in years for Role Playing Games and their Publishers and Developers. 2. However. With titles like Max Payne 3.

New Uses Mass Effect 3 has a new 4 player co-op multiplayer mode. the game is bound to be played over and over again. Electronic Arts have said that every time the game would provide a whole new experience to the gamer. As reviews have said that the new mode is very well done and provides a whole new experience. . 3.25 With every decision impacting the outcome of the game. The sales do reflect that the reviews are correct.

Counter-Offensive Defence and Contraction Defence With the problems faced by most mmorpg titles. World of Warcraft was estimated to hold 62 per cent of the MMORPG subscription market. Critics described the environment as "a careful blend of cartoon. Most popular was the fact that a player could run from one end of the continent to the other without having to pause at a "loading screen" while part of the game is retrieved from storage. The appearance of the game world was praised by critics. THE MASSIVE MULTIPLAYER ONLINE ROLE PLAYING GAME. following a period of high anticipation before launch. and each area in the game world had a distinct look that blended from one to the next. being described as the best game in the role-playing and MMORPG genres In April 2008. and realism". Reason being the acclaimed success. World of Warcraft won several awards from critics upon release. Understanding what competitive strategies does Blizzard Employ to beat its competitors and has the largest number of subscribers. . Players found it difficult to become lost. The environment was described as "Breath taking". 1. including Editor's Choice awards. 2. the same was the case with WOW. the years in the mmorpg market and the brand value provided by Blizzard. The practice of amassing gold and in-game items for financial profit is frequently referred to as gold farming. fantasy art.26 BLIZZARD‟S WORLD OF WARCRAFT. it was universally praised by critics upon release. In addition. it won several annual awards from the media. Position Defence Superior Brand Value has always played a role in WOW‟s success. WOW was released in the year 2004.

27 After Blizzard started offering free trial gameplay accounts. The Burning Crusade 2 more titles add up to the list of expansions provided by Blizzard as a means to attract new users as well exsiting users . New Usage & New Users Since the year 2007. 3. players noticed an increase in spam from bots advertising these services. trial accounts are prevented from speaking in the public chat channels (although they may speak to players within range or whisper to other players that have first whispered to them). among other limitations. and using the Auction House and the mail feature. Additionally. with the first expansion. participating in in-game trades. Blizzard responded to this by adding additional anti-spam mechanics including whisper throttling and the report spam function.

2011 and in Europe on October 28. Get Him to the Greek. screenwriter. 2011 for Microsoft Windows. ACTIVISION: CALL OF DUTY MODERN WARFARE 3 The stiffest competition in the whole of Interactive Entertainment Industry In the world of first person shooters. 2011 in North America on Microsoft Windows. Activision employed 1.28 ELECTRONIC ARTS: BATTLEFIELD 3 VS. best known for his roles in Superbad. and the eleventh instalment in the Battlefield franchise. . MOBILE DEFENCE STRATEGY USED BY ACTIVISION Battlefield 3 was developed by EA Digital Illusions CE and published by Electronic Arts. and Wii. Funny People. 1. producer. and the eighth Call of Duty instalment. it is Activision‟s most successful endeavour ever since Call of Duty Modern Warfare 2. there are only two prominent rivals. with a separate version for Nintendo DS developed by nSpace. The game was released on November 8. Jonah Hill the American actor. Activision needed to show its power and involved building up a much superior brand. Activision being the leader and Electronic Arts being the challenger. Knocked Up. and comedian. and Moneyball. Xbox 360. It is a direct sequel to 2005's Battlefield 2. It can be very clear from the above facts that Activision employ the Mobile Defence Strategy as it tried to stretch its domain over to new domain such as Nintendo DS and Wii platforms. in comparison to EA‟s Battlefield. PlayStation 3. Position Defence Strategy Employed by Activision In order to hold it position as a superior brand over any other developer and publisher. 2. and Xbox 360 While Call of Duty: Modern Warfare 3 was developed by Infinity Ward and Sledgehammer Games. The game was released in North America on October 25. PlayStation 3. with Raven Software and published by Activision it was a direct sequel to 2009's Call of Duty: Modern Warfare 2.

Electronic Arts also stated that Battlefield 3 is a "flat out superior" product to blockbuster first person shooter (FPS) Call of Duty. which is presently the #1 game in the game industry. Sam Worthington. the Australian actor known for his starring roles in the feature films Avatar. Now coming down to EA 3. and Clash of the Titans. 2 million more than it shipped for launch week. the high-profile COO of EA.29 2. Worthington is also noted for his voice work as Alex Mason in the 2010 video game Call of Duty: Black Ops. insisted that Battlefield 3 successfully captured a slice of Call of Duty: Modern Warfare 3‟s market share." EA planned on spending over $100 million on a marketing campaign for Battlefield 3. "This November. Peter Moore. . It is no question that Electronic Arts had launched Frontal attack on Activision After one month. Terminator Salvation. we're launching Battlefield 3. For the first live action trailer for Activision‟s Call of Duty MW3. Battlefield 3 is designed to take that game down. and that the publisher has shipped 12 million copies of the game to retailers. Frontal Attack on Activision EA CEO John Riccitiello stated on 16th August that Battlefield 3 is aimed at competing with the Call of Duty series." he said. "A game that last year did $400 million in revenue on day one. Activision used its vast financial power to make the promotion of Call of Duty even better. EA chief financial officer Eric Brown announced Battlefield 3 had sold 8 million copies. It's going up against the next Call of Duty.

Two days after launch. In Japan. easily becoming its fastest-selling game.171 copies. according to the publisher. Modern Warfare 3 went on to gross $1 billion throughout the world in 16 days of availability. After one month. n the first week. the game had sold 18. and that the publisher has shipped 12 million copies of the game to retailers. making it the biggest entertainment launch of all time. It is unknown at present whether these figures are worldwide or just for the US. Electronic Arts stated that the title sold 5 million units within the first week of availability. according to Activision.094 copies for a total of 150.379 copies for the PS3 and 27. EA chief financial officer Eric Brown announced Battlefield 3 had sold 8 million copies. The PS3 version later sold 8. The preorder total makes it "the biggest first-person shooter launch in EA history". 2 million more than it shipped for launch week.792 copies for the PS3 for a total of 142. .5 million copies in the US and UK alone and grossed $400 million.30 CONCLUSION TO THE BATTLE BETWEEN CALL OF DUTY AND BATTLEFIELD BATTLEFIELD 3 Battlefield 3 garnered 3 million pre-orders by the day of its release. EA CEO John Riccitiello announced via a conference call to investors that Battlefield 3 has already shipped 10 million units within a week of release.265 copies. the game sold 6. Battlefield 3 had sold around 123. CALL OF DUTY MODERN WARFARE 3 Within 24 hours of going on sale. with 3 million of those being pre-orders. beating FIFA 12 record.723 copies for the Xbox 360 when it was released. beating Avatar's record of 17 days.

becoming the biggest video game launch in history by revenue. 2011. .31 Modern Warfare 3 topped the UK video game sales chart in its first week. despite sales dropping by 87%. By November 21. the game remained the bestselling title in the United Kingdom.

but gaming is addictive. 35 years of age is the average age of a gamer. . the gaming industry feeds on this addiction and thus makes profit. It is actually a saying.32 CHAPTER V DATA TABULATION IN CONTEXT TO THE TRENDS OF THE GAMING INDUSTRY PERCENTAGE OF HOUSEHOLDS THAT PLAY VIDEO GAMES AND THE AVERAGE GAME PLAYER AGE The statistics basically show that once a „gamer is always a gamer‟.

33 .

34 .

with every year there is increased number of sales due to addition of more and more users and the already existing users. .35 The data shows that the gaming industry is a growing industry.

. The focus on development of more game games with Rating E is preferred by more by developers and publishers as it widens the scope of market. Though it is usually that the gaming industry more focuses itself towards making a Rated T product in order to attract massive numbers of gamers in that particular set and above and the publisher/developer wouldn‟t have to compromise with its product.36 Rating done in accordance to the preferred age.

37 .

.38 The Tabulation illustrates that the major share of market is held by the Action and shooter segment of the gaming market.

Competition is stiff but then again the profit is worth it. as the former tabulation clearly showed us that the major market segment comprises of Action and Shooter games. .39 As the statistics clearly confirm that the major contender in the field of Interactive Entertainment Industry and the Entertainment Industry is clearly Activision‟s Call of Duty. the revenue generated by the games are clear examples of the success of investment of the game developers and publishers in this market segment.

EA‟s head to head competition with Activision‟s most famous title. EA pre-emptive strategy of acquiring licences of all major clubs and tournament for the FIFA franchise. The comparison of sales revenue generated by games with movies in the years of 2007~2010 From the tabulation the conclusion which could be drawn is that 1. 2. The average gamer is 35 years old. . the leading firms resort to employment of more than just one Competitive Marketing Strategy. These are just some of the strategies of the many which has been clearly explained in the project. In context to data tabulation The data tabulations helps us understand the various tends in the gaming market with respect to 1. Frequency of Video Games played by gender. Percentage of Households that play video games and the Average Game Player Age 2. 2. 3. EA cutting down the new feature that enabled new users to have access to the story of the sequels of the Mass Effect. 3. a clear sign of Flank Defence Strategy. More than one-third of gamers are women.40 CHAPTER VI CONCLUSION In Context to Competition What we have learnt from the project is that. Comparison of the sales of US computer sales unit vs. Call of Duty using the frontal attack strategy. Clear examples to this can be easily identified such as 1. The market segment of the different genres of the gaming industry 6. game unit 4. with such stiff competition in the gaming industry. The video game growth in years of 1996~2008 5.

5. making it the fastest growing segment of the video game market. Sixty-three per cent of parents believe games are a positive part of their children‟s lives. The average game purchaser is 40 years old. The gaming industry generates the maximum revenue in the entertainment business. 7. More than one in four gamers is over 50. Sales of “family entertainment” video games more than doubled in 2007. . 6.41 3. 4.

............... James Hyde... 11 .... Don Reisinger... 14 5... Brendan....................... 2nd December 2007..................... 5 NEWS WEBSITE 1....................................................... Williams. M.................... "EA Reshuffles After $1 Billion in Digital Year" Industry Gamers ......... 14 3........................................................H....... 13 3. 11 2...... “Call Of Duty®: Modern Warfare 3™ Hits $1 Billion Milestone in Just 16 Days............... PR Newswire... Sinclair....... Baker “Fact box: A look at the $65 billion video games industry” Reuters ....... United Business Media.................................... “EA: Battlefield 3 stole market share from Modern Warfare 3”............................................ “"Publisher estimates football simulation's sell-through as "the most successful launch in EA Sports history................ “EA SPORTS FIFA Soccer Franchise Sales Top 100 Million Units Lifetime “......................................... ”Activision Blizzard sees '10 as its 'most profitable” CNET News........ Rory Cellan-Jones...... PriceWaterCoopers Actuarial on Global Video Game Market ............................ 5 4.................................... CBS Interactive ... 2011 ...... 13 2............ Ben Parfitt....... 6 2..................................42 BIBLIOGRAPHY WEBSITE REFERENCES 1..” .... 5th November 2010 ...... "Battlefield 3 ships 10 million copies" December 14th..... 10 REFERENCES 1..... Business Wire.." GameSpot.............." calls it “the biggest launch of 2011 so far. Liana B...... “Video game giants in $18bn merger” BBC News....................................

..... 15 7.............. IGN.... Tim Ingham...... 18 6.......................... N7 Arsenal Pack exclusive to this edition” XBOX 360... Keza Macdonald. 6th June 2011 ................................................. PCMag. 15 8...................43 6............................ 16 5..................... IGN Entertainment ....... 13 3. 2011 .....5M On Launch Day In North America............................................ 14th November 2011................................ 12 4....................... Lead Producer FIFA 08......... “FIFA 08 PS3 and Xbox 360 developer blog #04.....................UK ............................. Jim Rossignol..... UK” Gamasutra....... 27th November 2009 .. 14 7.......... PC Gamer.. “Call Of Duty series tops 55 million sales” MCV.......................... 12 2................... Joe Booth..... GamesRadar “Top 7 Best New Franchises of this Generation” ...........................” "Modern Warfare 3 Has Biggest Launch Of Anything Ever" IGN........ "EA Sells 5 Million Copies of 'Battlefield 3' in a Week" 31st October 2011 ...................... “Modern Warfare 3 Sells 6...................... 13 ............plus video” GamesRadar.................. “E3 2011: Mass Effect 3 N7 Collector's Edition Announced............... 24th September..... Mike Rose................”EA: Battlefield 3 Designed to Take Down Call of Duty” 6th April 2011.............. GAMING WEBSITES 1...... “Building-block World".... Be a Pro mode explained .......... 11th November 2011 ...............

Sports 3.44 Annexure I QUESTIONNAIRE 1. WII 4. XBOX 360 3. Nintendo ds 5. What kind of game do you prefer? 1. First Person Shooter 2. Action 5. Simulation 4. Massive multiplayer online games Suggestion- 2. What gaming platform do you prefer? 1. PSP vita Suggestion- . PlayStation 3 2. Role playing 6.

Above 19 4. How many hours do you play each day 1. What age group are you in? 1. 2 2. Above 15~19 3. Once a week Suggestion- 5. female Suggestion- . Above 10~15 2. What gender are you 1. 4 3. Male 2. 5 4.45 3.

WII 4. What platforms do you own? 1. What do you like most about a game? 4. 30$ 3. PlayStation 3 2. How much do you actually spend on a game? 1. How much do prefer to spend on a game? 1.46 6. 50$ Suggestion9. 10$ 2. 50$ Suggestion- 8. Graphics Suggestion- . 30$ 3. XBOX 360 3. Story 5. PSP vita Suggestion- 7. Gameplay 6. Nintendo ds 5. 10$ 2.