Outsourced Marketing In Relation to Finland Indie Game Companies Case company:
Jeon, JinYoung (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121929684
https://urn.fi/URN:NBN:fi:amk-2020121929684
Tiivistelmä
Finland has one of the fastest developing game industries in the world, with a turnover of 2.36 billion euros in the indie game market in 2017. Nevertheless, the author has learned that many indie game developers do not have much interest in marketing, as they prefer to work on their products instead.
The purpose of this thesis is to examine, research, and improve the business service product and customer base of the client company using service design methods. With the help of the methods, it is possible to create the prototypes, which is the outcome of this thesis. The designers use service design in a broad scope focusing on user and customer experience, too. The thesis is a portfolio-based report consisted of the introduction, theoretical framework, a presentation of the portfolio works, and lastly, conclusions, and reflections.
The case company Kuvion is an advertising and marketing company based in Oulu, Finland. Kuvion's business strategy deals with marketing for game developers that need help in marketing their games. Kuvion provides an affordable and detailed list of marketing services required in indie game marketing such as PR, influencer contacts, and creating promotional material. The services of Kuvion are composed of two main areas: first, website development and second, marketing. In this thesis, the main focus lies on marketing products and services of Kuvion
The Double Diamond model provided by the Design Council is used as the primary source in the theoretical background of the thesis. The double diamond model is separated into four sections, which are mutually beneficial and flexible in their composition. In each section, different types of methods that fit the context and aim to build and validate a new service model prototype for the case company are used.
In conclusion, a total of four factors not included in the case company's service list were discovered. Two out of these four were seen as potential new marketing service models, i.e. partnership with the indie game publisher and partnership with mentorship hosting companies/ organizations. Two other improvements based on the findings were changes in the portfolio and being more proactive with the customers.
The purpose of this thesis is to examine, research, and improve the business service product and customer base of the client company using service design methods. With the help of the methods, it is possible to create the prototypes, which is the outcome of this thesis. The designers use service design in a broad scope focusing on user and customer experience, too. The thesis is a portfolio-based report consisted of the introduction, theoretical framework, a presentation of the portfolio works, and lastly, conclusions, and reflections.
The case company Kuvion is an advertising and marketing company based in Oulu, Finland. Kuvion's business strategy deals with marketing for game developers that need help in marketing their games. Kuvion provides an affordable and detailed list of marketing services required in indie game marketing such as PR, influencer contacts, and creating promotional material. The services of Kuvion are composed of two main areas: first, website development and second, marketing. In this thesis, the main focus lies on marketing products and services of Kuvion
The Double Diamond model provided by the Design Council is used as the primary source in the theoretical background of the thesis. The double diamond model is separated into four sections, which are mutually beneficial and flexible in their composition. In each section, different types of methods that fit the context and aim to build and validate a new service model prototype for the case company are used.
In conclusion, a total of four factors not included in the case company's service list were discovered. Two out of these four were seen as potential new marketing service models, i.e. partnership with the indie game publisher and partnership with mentorship hosting companies/ organizations. Two other improvements based on the findings were changes in the portfolio and being more proactive with the customers.