Attracting Mobile Game Users in Foreign Markets : Case study: The Russian Mobile Game Market
Sayapina, Diana (2018)
Metropolia Ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053011363
https://urn.fi/URN:NBN:fi:amk-2018053011363
Tiivistelmä
As indicated by the title, the purpose of this thesis is on the methods which aim to assist mobile gaming companies to attract players on a foreign market. Rebound Mobile through many years of experience in the mobile gaming industry noticed a trend that well-developed companies tend to restrain their expansion to other markets due to the lack of market knowledge.
In-depth interviews were conducted as a part of qualitative research. The data was collected by interviewing representatives of two Chinese companies which successfully entered Russian market with the help of well-structured marketing campaigns. The same questions were used to identify if there was a similar pattern for both companies in attracting Russian audience.
The results of the interviews demonstrated that both companies conducted market analyses to get a better understanding of market environment. In addition to this, the serious research was carried out to determine the traget audience and their behaviour. The marketing campaigns were designed accordingly. All respondents indicated that with the help of local specialist they were able to recognise the best marketing channels that were specifically applicable to the target audience and demonstrated high performance. Local marketing channels were considered as the most effective and helped to increase the number of players from this market. In addition to this, both interviewees indicated the greater influence of localization and product adaptation on consumer behaviour and decision-making process.
In overall, the results revealed that there are no generalized guidelines that marketers have to follow to attract users on the unknown market. However, the theories and concepts explained in this work, should help the companies to understand the importance of market research and consumer analyses to effectively implement marketing campaigns which should result in creation of the large pool of players.
In-depth interviews were conducted as a part of qualitative research. The data was collected by interviewing representatives of two Chinese companies which successfully entered Russian market with the help of well-structured marketing campaigns. The same questions were used to identify if there was a similar pattern for both companies in attracting Russian audience.
The results of the interviews demonstrated that both companies conducted market analyses to get a better understanding of market environment. In addition to this, the serious research was carried out to determine the traget audience and their behaviour. The marketing campaigns were designed accordingly. All respondents indicated that with the help of local specialist they were able to recognise the best marketing channels that were specifically applicable to the target audience and demonstrated high performance. Local marketing channels were considered as the most effective and helped to increase the number of players from this market. In addition to this, both interviewees indicated the greater influence of localization and product adaptation on consumer behaviour and decision-making process.
In overall, the results revealed that there are no generalized guidelines that marketers have to follow to attract users on the unknown market. However, the theories and concepts explained in this work, should help the companies to understand the importance of market research and consumer analyses to effectively implement marketing campaigns which should result in creation of the large pool of players.