GEORGIAN ATILAC COLLEGE

CASE STUDY
VIDEO GAMES FOR LIVING CASE Presentation
STUDY
By
Harsh Garg Subject – Introduction to Marketing
Nikhil Sharma
Sandeep Saini
Resseff Macwan
 INTRODUCTION

Changing lifestyles, technological innovations, and the latest inventions of consoles have led to
an increment in the importance of online and offline video games. Video games are today played
for enjoyment, competition, and even for the living the people. People are playing video games
like Apex Legends, PUBG, etc, and streaming them on various platforms available like YouTube,
twitch, etc. People are making so much money by streaming games because there are a lot of
fans, who can't afford those consoles and video games but they get entertained by watching their
streams which are played live on these platforms. When we are asked in school what we wanted
to do in the future, the answers always seem like an astronaut, doctor, teacher, etc. There are
very few people who could have answered that I will play video games for a living. Gaming has
become a skill in this new era of technology. People are making thousands of dollars every day by
winning gaming competitions and playing live streams through various platforms at a single time
by just playing games.
 Situation analysis

Internal Factors : External Factors:

•Consumer Behaviour • Political
•Competition • Economical
• Social
•Stakeholder Analysis
• Technology
•Implications over the
next three years
 SWOT ANALYSIS
Strengths Weaknesses
 Largest Video Sharing:  Increasing competition:
YouTube is simply the biggest video-sharing platform in As streaming has started a few years ago, but till now a
the world having billions of views rising every day. lot of people have come on YouTube and other gaming
stream platforms like Twitch in seek of earning money
from advertisements. So, this could lead to a decrease
the revenue generation on the videos.
 
 
 Diverse and Useful:  Copyright Strikes:
You can play any game or stream anything which is your People use to upload copyright content and get
content and your own made videos every time on YouTube community strikes from the other channels which result
and start earning money. in loss of revenue on that particular content or video or
stream.

Continued to Page 5…
 SWOT ANALYSIS
Opportunities:
•Decreasing dependency on ads:
Starting paid viewership on YouTube helps to boost our
channel so that it may have impressions from the unpaid
views also. It helps users to make noise on social media by
following things without ads. Some of the great examples of
the same are Netflix, Amazon Prime, and other streaming
platforms.
•Internet and Smartphone adoption:
The adoption of the internet and smartphones are going on
a very large scale and very fast. All remote places are now
having internet easily. Almost every person in the world now
has a smartphone. People having smartphones can easily
access these streaming platforms. Most Probably, people use
Threats:
 Facebook Gaming:
Nowadays Facebook or Meta has also come up with this
new version of Facebook for gamers called Facebook
Gaming which can be a threat to YouTube because
almost every second person uses Facebook and the
company is promoting their gaming version at a peek
level due to which viewers get divided from one
platform to another
 Study loss and health loss:
People are streaming and generating a good income by
playing games on these platforms. But it also has effects on
their mental and physical health. They use to play games
continuously for many hours which has very bad effects on
their eye and also on their body posture. Some of the
streamers who have generated a passive income source from
streaming will be taking breaks for a few months to
Appropriate Strategic Opportunity-
Diversification

So, if we talk about appropriate strategic opportunities, it would be Diversification

because growing content availability and the continuous invention of new
streaming platforms and new games with new equipment make it challenging for
streams to purchase the latest games and devices having high prices.
For example, in the Forza Horizon game, it is very common that people are using a
driving joystick for playing that game which makes it enjoyable for a gamer but
also for the viewers who are watching their videos. It gives them a little bit of thrill
and enjoyment. Diversification is also important because new content and games
come every day and streams have to change accordingly. After all, viewers use to
search for the fresh and latest content on YouTube, Facebook, etc
 Competitive Advantage

• Big prizes in tournaments for winning it with the top rank.

• Allows competing with the other pro-players of the same game
which you play or practice.
• Participants qualifies on the basis of their own skills in a
particular game.
• Allow each and every player to make money through
tournament because it will increase their rating point of
viewers on their own official YouTube channel.
POSITIONING STRATEGIES

• One must focus on one game to grow on YouTube Channel.

• Getting Proper and Perfect Equipment for Gaming Channel

• Setting a Good Names of Channel

• • Regular Content
 Target Market

• The perfect target that we must talk about is the online streaming
platform and online gaming platforms
• The Google search engine can also be the perfect target market
through search engine optimization.
• Also, the population from the age 13-19 can be the best target
audience to capture viewership because kids at these ages, like to
play and also watch video gameplays which majority of the people
could be male because the male category is more involved in such
kind of things.
 Best Marketing Segmentation

Behavioural Market Segmentation would be the best strategy to

be followed for the growth of this industry because it helps to
directly segment the viewers and players according to their
behavior or actions. Behavioral Segmentation is predominant in
the gaming industry as it focuses on identifying high-value
prospects. User behavior can be tracked on our websites or
applications to gain extensive knowledge about the players and
helps to learn from the previous behaviors of the users to offer
better experiences and better content. It can be used to know
what our users like to watch and which content to be made
 Developing Market Mix
 Product:
The main and only products in this
industry are videos and live streams that
are offered to users in many categories.
These videos include team gameplay, solo
gameplay, and tournaments also. Anyone
can watch any video we've uploaded on
our channel independent of category.
Videos that are allowed by YouTube are
majorly within these formats: FLV, MP4,
QuickTime File Format, 3GP, AVI, and
MPEV-PS. The 3GP and WebMD are
most compatible with mobile devices. In
starting the journey of YouTube, we are
only allowed to upload a video of 12 mins
maximum. If we keep good track then we
will be allowed to upload up to 12 hours
of video.
 Place:
 Price:
A few years back, we were required to
YouTube has a list of products that install Adobe Flash Player to watch
includes different pricing strategies.
YouTube videos but now it has been
Advertisement is the major revenue changed and we can watch videos from
generator for the company. This
any HTML5 inbuilt multimedia
company follows a very progressive capabilities supported by browsers.
strategy of pricing where advertisers per
Some of the supporting browsers are
number of views. The cost of an Edge, Google Chrome, Mozilla Firefox,
advertisement on YouTube is about 7.6 $ etc.
per 100 views.
Continued
on next
page……
 Developing Market Mix
 Promotion:
A number of advertisements and promotions are done by YouTube
Gaming in partnership with some companies to improve its
visibility. One of them is with NBC. Then they entered into BBC
subsequentially and reached CBS, MGM, and Lion Gate
Entertainment. These companies were already allowed to upload
files of full length on YouTube.
 Revenue Generation

Figure showing the

percentage revenue
generated by online gaming
in 2021:
THANK YOU