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Marketing Planning Overview 
Date 
International Marketing 
- Case Study - 
Frédérique M. Gagnon 
Petter Hallström 
Lisa Heyder 
Jon Inarritu Pichel 
Alexandre Pradon 
https://www.youtube.com/watch?v=xzCEdSKMkdU
THE BEGINNING OF SOMETHING BIG 
1986 
1995 
1996 
2002 
2009 
The company created their first game in 
1986 named Zombie 
Creation of Rayman : 
The birth of a legend 
Ubisoft expand its global network 
Now consider as a multinational 
company 
Ranked as one of the top ten 
independent publishers in the world 
for the first time 
Online market : Uplay 
Win, help, share, shop
Organizational Chart
WORLD PRESENCE
INDUSTRY 
OF 
VIDEOGAMES 
Includes: PC, Console, Mobile 
and internet games. 
The gaming industry has experienced steady growth in the last 
years 
Mobile games have experienced significant growth in recent years. 
Industry marked by constant innovation as a key driving force 
Product life cycles are very short, new games being 
introduced by various different competitors on a regular basis. 
Today the average age of a gamer is 30 years old, 
according to the Entertainment Software association (ESA),
Click to edit Master title style 
CHALLENGES 
Ubisoft is facing 
Coordination of 1 development and marketing 
Competition in the industry 
Cultural Adaptation 
Constant Innovation 
2 
3 
4
Click to edit Master title style 
SWOT ANALYSIS 
Strenghts 
• Price winning marketing 
department 
• Robust financial performance 
• Regarded as groundbreaking 
developers 
Opportunities 
• Growing industry, especially the 
mobile section. 
• An ever evolving industry 
Weakness 
• Dependence on console 
manufacturers 
• Delays in product releases 
Threats 
• Intense competition 
• Software piracy 
• Rapid technological change and 
transitions in console platforms 
• Fluctuations in demand
Click to edit Master title style 
ERPG - Model
Click to edit Master title style 
Solutions 
• Organizational structure designed to enable quicker 
communication through dedicated channels. 
• Top managers being used as a liaison between the 
different studios and departments. 
• Groundbreaking games and “out of the box”- marketing 
• Focusing and investing in their R&D team and 
projections 
• ERPG – Model
THANK YOU

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Ubisoft Strategy

  • 1. Marketing Planning Overview Date International Marketing - Case Study - Frédérique M. Gagnon Petter Hallström Lisa Heyder Jon Inarritu Pichel Alexandre Pradon https://www.youtube.com/watch?v=xzCEdSKMkdU
  • 2. THE BEGINNING OF SOMETHING BIG 1986 1995 1996 2002 2009 The company created their first game in 1986 named Zombie Creation of Rayman : The birth of a legend Ubisoft expand its global network Now consider as a multinational company Ranked as one of the top ten independent publishers in the world for the first time Online market : Uplay Win, help, share, shop
  • 5. INDUSTRY OF VIDEOGAMES Includes: PC, Console, Mobile and internet games. The gaming industry has experienced steady growth in the last years Mobile games have experienced significant growth in recent years. Industry marked by constant innovation as a key driving force Product life cycles are very short, new games being introduced by various different competitors on a regular basis. Today the average age of a gamer is 30 years old, according to the Entertainment Software association (ESA),
  • 6. Click to edit Master title style CHALLENGES Ubisoft is facing Coordination of 1 development and marketing Competition in the industry Cultural Adaptation Constant Innovation 2 3 4
  • 7. Click to edit Master title style SWOT ANALYSIS Strenghts • Price winning marketing department • Robust financial performance • Regarded as groundbreaking developers Opportunities • Growing industry, especially the mobile section. • An ever evolving industry Weakness • Dependence on console manufacturers • Delays in product releases Threats • Intense competition • Software piracy • Rapid technological change and transitions in console platforms • Fluctuations in demand
  • 8. Click to edit Master title style ERPG - Model
  • 9. Click to edit Master title style Solutions • Organizational structure designed to enable quicker communication through dedicated channels. • Top managers being used as a liaison between the different studios and departments. • Groundbreaking games and “out of the box”- marketing • Focusing and investing in their R&D team and projections • ERPG – Model