02 marketing plan nintendo disruptive strategy - cosimo gualanoNevion
We learn from Apple and Nintendo’s Wii is that design-driven innovations do not come from the market, simply they create new markets. In Nov. 2006 Nintendo introduced to the market the Wii motion sensor technology carving a new lucrative gaming market segment. Nintendo has introduced a disruptive technology as an innovator that used disruptive strategy to overturned customer’s understanding of what a video game means. The market did not ask for these new meanings, but once they experienced them, it was love at first sight.
The interactive entertainment software market is characterized by short product life cycles and frequent introductions of new products. While Nintendo has not introduced any new product in the last year, SONY and Microsoft with their recent products have clearly moved into the motion sensor technology market owned by Nintendo Wii. They have also expanded customer’s experience adding broadband for game-sharing-downloading and streaming of movies.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
02 marketing plan nintendo disruptive strategy - cosimo gualanoNevion
We learn from Apple and Nintendo’s Wii is that design-driven innovations do not come from the market, simply they create new markets. In Nov. 2006 Nintendo introduced to the market the Wii motion sensor technology carving a new lucrative gaming market segment. Nintendo has introduced a disruptive technology as an innovator that used disruptive strategy to overturned customer’s understanding of what a video game means. The market did not ask for these new meanings, but once they experienced them, it was love at first sight.
The interactive entertainment software market is characterized by short product life cycles and frequent introductions of new products. While Nintendo has not introduced any new product in the last year, SONY and Microsoft with their recent products have clearly moved into the motion sensor technology market owned by Nintendo Wii. They have also expanded customer’s experience adding broadband for game-sharing-downloading and streaming of movies.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
I presented these slides to tell a basic story about Netflix: How it started and the whole journey until it was finally established as a brand. Have a look and note that some of the slides need Indian demographic context to understand the humour in the presentation.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
An overview of the Indian Media & Entertainment industry and its key segments of TV, OTT/Digital, Film, Gaming, Animation, VFX, Radio, Music, Events and other aspects...
This presentation is about the complex ecosystem that education has become. There are revolutionary changes happening in the system requiring professional managers to handle many issues.
Global trends in Online, Open and Flexible educationicdeslides
This presentation was held at the International Conference on Open and Distance learning for Sustainable Development in Agriculture - ODLSDA 2016 in Coimbatore, India. The conference was hosted by Tamil Nadu Agricultural University. The presentation focuses on global trends but with a specific perspective of India and its potential and challenges in the development of digital transformation of education.
I presented these slides to tell a basic story about Netflix: How it started and the whole journey until it was finally established as a brand. Have a look and note that some of the slides need Indian demographic context to understand the humour in the presentation.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
An overview of the Indian Media & Entertainment industry and its key segments of TV, OTT/Digital, Film, Gaming, Animation, VFX, Radio, Music, Events and other aspects...
This presentation is about the complex ecosystem that education has become. There are revolutionary changes happening in the system requiring professional managers to handle many issues.
Global trends in Online, Open and Flexible educationicdeslides
This presentation was held at the International Conference on Open and Distance learning for Sustainable Development in Agriculture - ODLSDA 2016 in Coimbatore, India. The conference was hosted by Tamil Nadu Agricultural University. The presentation focuses on global trends but with a specific perspective of India and its potential and challenges in the development of digital transformation of education.
The National Consortium of Education Foundations presents 5 Emerging trends for consideration in innovative programs in support of K12 schools and school districts.
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
The first computer games go back to the 50s when a nought and crosses game was created using an EDSAC computer. An effort at MIT ten years later led to a the multiplayer Spacewar game developed in a PDP-1. Even though these games were primitive, a game industry was born with the first games available in special locations – arcades. Today’s games are produced with modest Hollywood budgets and some are selling more than box-office hits.
In this lecture we look at computer games and the gaming market. Also we cover the impact of gaming and the trends.
The first computer games go back to the 50s when a nought and crosses game was created using an EDSAC computer. An effort at MIT ten years later led to a the multiplayer Spacewar game developed in a PDP-1. Even though these games were primitive, a game industry was born with the first games available in special locations – arcades. Today’s games are produced with modest Hollywood budgets and some are selling more than box-office hits.
In this lecture we look at computer games and the gaming market. Also we cover the impact of gaming and the trends.
This is a presentation I made as final project for my Account Planning class at OU. It is outdated but it still is a great example of a good argument in a presentation.
The first computer games go back to the 50s when a nought and crosses game was created using an EDSAC computer. An effort at MIT ten years later led to a the multiplayer Spacewar game developed in a PDP-1. Even though these games were primitive, a game industry was born with the first games available in special locations – arcades. Today’s games are produced with modest Hollywood budgets and some are selling more than box-office hits.
Games are powerful. People can spend a lot of time playing games. Games are also great motivators. People do things that don´t even like, if they feel like they are playing game. Gamififcation is the use of game mechanics to motivate people to do stuff they generally would not do.
This is the keynote I gave for the DoD World Wide Education Summit in 2009. In here, I discuss how the rise of technology, games, and the Internet can be harnessed for change.
Keynote given at Banff New Media Institute Interactive Screen 8/24/08 screening 3 media projects focused on the politics of labor and production of play in the global digital game industry.
Gaming a blast to technology, economy and globalization Soumo Dhali
Gaming a blast to technology, economy and globalization .
Gaming, this part of the technology been a part of our life, even before we get to know the word “Technology”. So as our group presentation, we decided to highlight the point of technology that always been here.
Unlike the broader PC market, which continues shrinking, gaming PC sales are projected to increase over the next couple of years. According to NVIDIA, PC gaming accounts for nearly 40% of the overall gaming business. This percentage is higher than those for consoles, phones, tablets, phones, or any other individual gaming fragment.
PC gaming has seen a renaissance, partly thanks to superior graphics and processing but also the meteoric rise of the eSports scene and free-to-play games. Jon Peddie, president of Jon Peddie Research (JPR), notes that “NVIDIA, Intel, and AMD have enthusiast CPUs and GPUs that are so powerful, when combined with SSD’s and fast memory they absolutely trounce the computing power and gaming capabilities of the newest console generation.”
Gaming has become one of the cornerstones of the entire home and personal PC market. $1000 video cards are flying off the shelves, exciting and demanding new technologies like 4K and VR are on the horizon, and gamers are upgrading in accordance. As major companies evaluate their marketing and R&D budgets, JPR is seeing more investment in gaming oriented designs, and more money spent advertising to this group of consumers. JPR estimated that the gaming hardware market is expected to grow to $30 billion by 2018.
Now, the PC industry is betting BIG on gamers and core gamers are expected to drive recorded growth for PC games. In this report, I hope you can learn how eSports are saving the PC industry and how PC hardware vendors can take advantage of this growing opportunity.
Electronic device these days has games like android mobile games and there are many special devices for games which called consoles like PlayStation, Xbox, Wii U and many others.
The first computer games go back to the 50s when a nought and crosses game was created using an EDSAC computer. An effort at MIT ten years later led to a the multiplayer Spacewar game developed in a PDP-1. Even though these games were primitive, a game industry was born with the first games available in special locations – arcades. Today’s games are produced with modest Hollywood budgets and some are selling more than box-office hits.
he Internet is becoming a practical platform for the games. The growth is in both on-line games and connectivity of games. A new genre of games has appeared – casual games. These are simple and short games that people can play for short sessions.
In this lecture we look at computer games and the gaming market. Also we cover the impact of gaming and the trends.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3. WHO PLAYS COMPUTER AND VIDEO GAMES?
65%
OF AMERICAN HOUSEHOLDS
PLAY COMPUTER VIDEO GAMES
Source: ESA “Essential Facts”, 2008 3 | 57
4. COMING UP NEXT
A society
born in gaming
Image: PlayStation 2 “Baby” 4 | 57
5. SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s
Tweens & Teenagers
reigning supreme
Image: PlayStation 3 “God” 5 | 57
6. SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION
Change of focus:
18-35 years old core
male gamers
Image: PSP “Blind” 6 | 57
7. SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
25%
under 18
years
49%
18-49 years
26%
over 50
years
Source: ESA, 2008 + IGN’s “Are You Game” from November 2008 7 | 57
8. SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
20% 45-54 years 17% 45-54 years
20% 35-44 years 20% 35-44 years
22% 25-34 years
27% 25-34 years
19% 18-24 years
16% 18-24 years
17% 12-17 years 22% 12-17 years
New gamers Established gamers
(<2 years) (>2 years)
Source: IGN’s “Are You Game” from November 2008 8 | 57
9. SHIFT IN GENDER: THE GIRL POWER
Gender of U.S.
game players
40%
Female
60%
Male
Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 9 | 57
10. SHIFT IN BEHAVIOR
The way we consume video games today has changed.
People don’t spend hours playing video games anymore.
Image: Lego “PlayStation” 10 | 57
11. SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?
Create devotees out of
people who didn’t consider
themselves as gamers
(and who, often, still don’t)
11 | 57
12. SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?
A strategy of “and”
Hard core & Casual
12 | 57
14. SHIFT IN BEHAVIOR
THE EMERGENCE OF SOCIAL GAMING
59%
OF GAMERS PLAY
WITH OTHER GAMERS
IN PERSON.
Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 14 | 57
19. FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS
Gaming hardware
Technology toy
Music platform
TV/Set-top box
Blu-Ray player
Online video
Photo album
Web browsing
19 | 57
20. THE CONVERGENCE OF ENTERTAINMENT
Media initiatives
Xbox Video Marketplace
Netflix partnership
BBC iPlayer
PS3 PlayTV
etc.
20 | 57
22. NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY
76%ARE
OF USERS
ONLINE GAMERS
70%ARE 40% LIVE
OF USERS HAVE AN XBOX
ONLINE GAMERS GOLD ACCOUNT
(VS. 10% ON XBOX 1)
70%ARE
OF USERS
ONLINE GAMERS
Sources: NPD Study, October 2007 | ESA, 2008 22 | 57
23. THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY
49%
OF GAMERS PLAY
GAMES ONLINE AT
LEAST ONE HOUR
PER WEEK
Source: NPD Study, October 2007 | ESA, 2008 23 | 57
24. MOST RECENT GAMES ARE ONLINE-ENABLED
Image: Grand Theft Auto 4 24 | 57
25. THE ADVENT OF MMOGs
MMOG Active Subscriptions
(in millions, for games with 200,000+)
10M World of Warcraft
Lineage
9M
Everquest
8M Dark Age of Camelot
RuneScape
7M Final Fantasy XI
Dofus
6M Everquest II
Lineage II
5M
Ultima Online
4M
3M
2M
1M
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: MMOG Charts, April 2008 25 | 57
26. TALES OF A USER-GENERATION
Communities are increasingly involved in
the expansion of the experience
Image: Try“Lubricant Gel” 26 | 57
27. HALO 3
30% more uploads of
user-generated content
(machinima, maps, etc.)
than YouTube videos
during the first month
Source: Microsoft keynote, GDC 2008 | Image: Halo 3 27 | 57
28. LITTLE BIG PLANET’S CREATION TOOLS
Create your levels/share them/monetize them?
The first gaming economy?
Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet 28 | 57
29. GUITAR HERO: WORLD TOUR MUSIC CREATOR
Create your songs
Share them
Image: Guitar Hero World Tour 29 | 57
36. DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
The end of the box?
Gaming is embracing online as a
potential distribution medium
Image: Warhawk 36 | 57
37. DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
Entire game
libraries online
Steam, Metaboli,
GameTap, etc.
Image: Half Life 2 37 | 57
38. UNLOCKING NEW BUSINESS MODELS
Pay-per-play logic
Monthly subscriptions
Episodic distribution, etc.
Image: World of Warcraft 38 | 57
40. GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC
A $34 billion industry worldwide
Asia: $11.5 billion
Europe: $11.4 billion
U.S.: $10.7 billion
Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service 40 | 57
41. THE CONNECTION BETWEEN GAMES
AND MOVIES IS NOW TIGHTER THAN EVER
Tighter connection
than ever between
games and movies
Image: Wall-e 41 | 57
42. THE NATURE OF GAMING/MOVIE’S
LOVE STORY HAS CHANGED
High-profile
brains coming
from the movie
industry to
experiment
Image: Prince of Persia 42 | 57
43. GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES
Gaming now
generates its
own franchises
Image: God of War 43 | 57
45. VIDEOGAMES BECOMING
AN ADVERTISING CHANNEL
Projected U.S. in-game video ad revenue
$829
$665
$502
$346
2006 2007 2008 2009
Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 45 | 57
46. Video
Case Study BURGER KING ADVERGAMES
3.22 million titles sold at $3.99 each
Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 46 | 57
49. MARKETING PARTNERSHIPS
NIVEA/SPLINTER CELL TIE-IN
Nivea For Men
marketing site
In-game advertising
program in Splinter
Cell IV
Dedicated
standalone game
Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell 49 | 57
51. Video Case
Study
WHAT TO LEARN FROM HALO 3? See the
website
THE EPITOME OF INTEGRATED COMMUNICATIONS
Integrated Campaign:
One unifying message
80 executions
Credits: AKQA + McCann Erickson (advertising agencies) 51 | 57
52. See the
website
WHAT TO LEARN FROM BIOSHOCK?
INTEGRATED VIRAL CAMPAIGN
“The Cult of Rapture” spread real-world evidence that
this underwater utopia may have actually existed
Newspaper clippings | Wikipedia definitions
eBay auctions | Old radio recordings, etc.
Credits: RDA International (ad agency) 52 | 57
53. FAN SERVICE: CREATE AND FOSTER COMMUNITIES
“The nature of
community
management is one
which changes
constantly. Currently it’s
all about videos, blogs
and being on social
networking sites. Those
things weren’t around
back in 1999. Back then
all you needed was a
fan site, some basic
HTML knowledge and
you had a public
platform!”
San Van Tilburgh
Lionhead
Community liaison officer
53 | 57
54. THANK YOU FOR NOT BOOING
OR THROWING TOMATOES.
Jérôme Sudan
Account Planner
www.advertisingpawn.com
jeromesudan@yahoo.fr