Marketing plan for promoting a mobile game : Case: Freshbox Games

Abstract

The aim of this bachelor's thesis was to create a marketing plan for the startup company Freshbox Games. Freshbox Games is a mobile game developer that focuses on developing female genre mobile games for adult females.

Marketing today is an integral part of any business, especially for those who operate in a highly competitive environment, such as the mobile game industry. The author of this thesis has developed a structured marketing plan for one of the Freshbox Games offerings, the Trendy Stylist mobile game, to improve the app and brand visibility in cyberspace.

The author chooses the SOSTAC methodology for the marketing plan framework, given its comprehensive approach. Each step of the SOSTAC methodology will be covered in this paper, such as situation analysis, outlined objectives, decided strategy, concrete tactics, actions, and measures of control of the project. The final chapter includes conclusions and discussions of the entire research process and recommendations for further research.

The study was conducted from September 2021 to December 2021. The theoretical studies include data from the marketing and mobile games industry using books, academic books, and relevant electronic sources. The author used a qualitative research method, and the primary data were obtained through interviews with professionals in the mobile games industry. Secondary data were collected from reliable print and electronic sources.

This research will help a case company and other small mobile gaming companies understand effective marketing tactics and strategies that require minimal financial resources to strengthen the positioning of apps and brands in cyberspace environment through SEO, SMO, ASO, social media, and other tactics covered in this paper.