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4 p’s
 

4 p’s

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    4 p’s 4 p’s Document Transcript

    • 4 P’s Red Dead Redemption Angry BirdsProduct *PS3, 360 – opened upnew gamingtechnologies, whichhelped them realise theircreative potential.*Necessary financialresources.*Older audiences(disposable cash –average 36 year oldgamer)*Violent content, maturethemes.*Fits in with the Rockstarbrand. $80-100 million,4-6 years to make,cutting edge technology(RAGE)*App Store opened givingthe small gamecompanies to expandworld wide throughselling the game online.*Angry Birds is a verysimple game, which haseasy to learn game-play.*The simple gamedoesn’t take up muchmemory, very fast todownload.*Limitations on gamesdesign.*Casual game: fun,addictive, simple andplayable in short bursts(spare time).*Casual market is a largemarket.*Touch screen isinteractive which affectsthe games design.Placement *Simultaneous releasecreates ‘event’ opening.*Physical distributionappeals to largeraudience (conventionalway of distribution)*Retail can helppromotion.*Physical products make80% of UK gamingindustry revenue.*RDR – very large gameto download, faster tobuy the physical game.*Digital Distribution –App Store.*When it came out, onlyplayable on iPhone.Promotion *12 months+ marketingcampaign.*Every promotionaltactic/strategy used/exploited.*Expensive andthorough.*Designed to build up tolaunch/event release.*Has to succeed, breakeven.*Press relations (PR).*Got the game in thehands of journalists andgame forum members.*Get the game talkedabout by trusted opinionmakers.*Territory by territorythat takes time.*Initial investment inproduction was low.
    • *Consumptions is visiblebeware physicaldistribution.*Physical distributiondictates that Rockstarneed a fast seller toensure retailers canmove stock effectively.*Digital distributionallows for “slow burn”promotional campaign.*UK successful game.*Apple featured thegame.*YouTube animatedcartoon.Price *£40 – RRP: conventionalexpected price for atriple A product.*£40 – All laws for VAT,Retail console licenseand distribution to betaken out and Rockstarstill make profit.*Price has been dictatedby Placement.*69 pence, or the Liteversion for free(Freemium).*Have to pay for applelicense to sell on AppStore.*In App Purchases: makethe game easier to play.*New Content:Christmas, Easter, StarWars.*Monetize throughmerchandise.All four P’s affect each other and if one is adjusted the others change.