Launching and Marketing a Mobile Game : Strategy and Consumer Perceptions

Abstract

As indicated by the title, the focus of this thesis is on both launching and marketing a mobile game. It aims to understand the consumer and its perceptions, the optimal marketing mix, and the most efficient way of launching a mobile game. All of this is applied in a real world setting, using the up-and-coming mobile gaming company Boomlagoon as an example. The marketing mix, consumer decision making process, lean startup method, and chasm are all concepts which are taken into consideration throughout the thesis. They act as the basis for methodology.

Both in-depth interviews and a questionnaire are used to collect data. The research conducted is limited by sample size, due to the lack of resources available to the thesis author. In an optimal setting, the methodology applied in this thesis would contain more participants and research methods, in order to cross reference data and gain more depth to the information inferred.

Overall, the results indicate that Boomlagoon is on the right track. However, applying the theories and concepts reviewed throughout the thesis, while not guaranteeing success, should at least aid the company in understanding their consumer, developing marketing efforts, and effectively launching their product.