Positioning EasyAntiCheat in the gaming industry
Varajärvi, Milla (2014)
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120318075
https://urn.fi/URN:NBN:fi:amk-2014120318075
Tiivistelmä
The following report was a qualitative research based thesis, commissioned by a com-pany called EasyAntiCheat, providing anti-cheat services for multiplayer online games.
The goal of this thesis was to provide EasyAntiCheat with information about the cur-rent and future trends in the gaming industry to possibly decide on the company’s next steps. Also a competitor analysis was conducted to understand where the competition positions in the market.
The concept of Positioning was discussed in detail, not forgetting the customer need analysis and market segmentation. Positioning from the business-to-business perspective is still quite uncharted, thus the theoretical framework is fairly limited. Since the gaming industry is rapidly changing, there is a very limited amount of literature sources used in the actual industry analysis. Several other sources were analyzed to gather information concerning the gaming industry trends. The research was done as a qualitative desktop study. Also two interviews were conducted regarding the commissioning company and their competitors, and, the future of the gaming industry.
In conclusion of the gathered information, EAC is a strong competitor in the anti-cheat market. New technologies keep the industry alive and the revenues continue rising each year. PC gaming continues blooming even though mobiles and tablet games are gaining popularity.
EAC does continuous research and tries to stay ahead of the competition. Providing the prospects a “plug to play” –demo is a big asset to the company. Some weaknesses and threats still exist for the company but EAC is a strong competitor in the market which keeps on thriving.
The goal of this thesis was to provide EasyAntiCheat with information about the cur-rent and future trends in the gaming industry to possibly decide on the company’s next steps. Also a competitor analysis was conducted to understand where the competition positions in the market.
The concept of Positioning was discussed in detail, not forgetting the customer need analysis and market segmentation. Positioning from the business-to-business perspective is still quite uncharted, thus the theoretical framework is fairly limited. Since the gaming industry is rapidly changing, there is a very limited amount of literature sources used in the actual industry analysis. Several other sources were analyzed to gather information concerning the gaming industry trends. The research was done as a qualitative desktop study. Also two interviews were conducted regarding the commissioning company and their competitors, and, the future of the gaming industry.
In conclusion of the gathered information, EAC is a strong competitor in the anti-cheat market. New technologies keep the industry alive and the revenues continue rising each year. PC gaming continues blooming even though mobiles and tablet games are gaining popularity.
EAC does continuous research and tries to stay ahead of the competition. Providing the prospects a “plug to play” –demo is a big asset to the company. Some weaknesses and threats still exist for the company but EAC is a strong competitor in the market which keeps on thriving.