marketing metrics in gaming industry

MARKETING METRICS IN GAMING INDUSTRY

WHAT IS METRIC ?

A Metric is a measuring system that quantifies a trend , dynamics or characteristics .

In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events

WHY DO WE NEED METRICS ?

“When you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meager and unsatisfactory kind:

MAJOR PLAYERS

•NINTENDO•ACTIVISION BLIZZARD•ELECTRONIC ARTS•SONY •MICROSOFT•KONAMI•UBISOFT

EA GAMES

EA GAMES

• American game publisher, developer, and marketer• Founded and Incorporated on May 28, 1982• Founded by Trip Hawkins• As a company, EA has grown into one of the Worlds largest video

game publishers• January 13, 2012, EA announced that it had exceeded $1 billion in

digital revenue during the previous calendar year• Mainly known for their realistic professional and college level sports

games• Game Varieties:

• Action • Adventure• Role Play • Racing• Combat Games

GAMES• Madden NFL Series (1989-present)• NHL Series (1991-present)• NCAA Football Series (1993-present)• Rock Band• Battlefield • Sims 1,2,3• Medal of Honor• Need For Speed• FIFA

COMPANY STRUCTURE• EA distinguishes is studios into 3 categories

1. EA Games• Largest number of studios and development teams• Action, Adventure, Role Playing, Racing and Combat Games• Led by Frank Gibeau

2. EA Sports• Publishes all realistic, casual, and freestyle sports-based

games from EA• Includes Madden, FIFA, NBA Live, Tiger Woods PGA Tour• Led by Andrew Wilson

3. EA Play• Creates and publishes games for gamers and non-traditional

gamers• Includes Sims Series• Led by Rod Humble

MARKET SHARE

SOURCE : 03 August 2010 , Written by Michel van Kooten

22

13.93

12.114

6.246

5.92

5.83

27.966

SHARE

NITENDOACTIVISIONELECTRONIC ARTSONYMICROSOFTKONAMIUBISOFTOTHERS(18)

REVENUE MARKET SHARE

= 3728 --------------- 30678

= 0.1211 12.11 % is the revenue market share of EA sports.

SOURCE : 03 August 2010 , Written by Michel van Kooten

RELATIVE MARKET SHARE

= 3728 ----------------- 6799 = 0.548354.83% is the Relative Market share of EA sports against Nintendo.

SOURCE : 03 August 2010 , Written by Michel van Kooten

PENETRATION SHARE

Brand Penetration = 1.5 b ---------- = 0.214 7 b Market Penetration = 3.2 b ---------- = 0.457 7 bPenetration Share = 0.468 46.8% is the penetration share (assumed)

SHARE OF REQUIREMENTS

REVENUE SHARE OF REQUREMENT

= 1000 ----------- 8000

= 0.125

12.5 % is the revenue share of requirement of EA sports.

FINDINGSAt random when we asked 10 persons , 10 out of 10 told that they know about EA Sports .

At random when we asked tell any gaming company , 7 out of 10 told EA Sports .

Then we asked 10 person if they want to buy any EA sports game they all willingly agreed against Nintendo.

They are satisfied with the game when we asked the feedback about Game by EA sports.

Findings taken from VIT University

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