Playbook: Go-to-Market Strategies for Mobile Gaming Studios

Topics: Cloud Computing Consumerization of IT Culture eCommerce Gamification Marketing / Sales Mobile

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The mobile game industry is currently worth $68.5B, and many of the largest gaming companies are investing heavily in the space. Many of these larger companies have entire teams dedicated to managing and optimizing their mobile offerings, but smaller developers often do not have the same resources and institutional knowledge. This paper offers a playbook for mobile game developers to help them optimize, market, and monetize their games using lessons gleaned from interviews with AAA game studios as well as primary research into the mobile and console game industries.

In close partnership with Google, CDS T’20 Fellows, Nadeem Almoayyed, Kathy Liao, and Ivan Zakharov interviewed major gaming players including Activision Blizzard, EA, Square Enix, Rockstar Games, and Respawn Entertainment.

The result of this work is a comprehensive playbook designed to close the knowledge gap faced by smaller mobile gaming studios. The paper covers important topics, including:

  • Marketing
  • Managing Intellectual Property
  • Business Models in AAA Gaming
  • Financing and Pricing Strategy

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