Being the most innovator Portuguese company in the online gaming industry, Chilltime aims to expand its leading game, World War Online, into targeted countries in the MENA and East- Asia countries. Already present in more than 100 countries and with more than 10 000 active players, the company expects to have his game released worldwide for the mobile platform, with players from every country fighting to be the ultimate winner. The motivation for this dissertation was to write a case study about a company in its early years and analyse the strategic and marketing approaches that better suits its final objective of having an effective and efficient market development. The main challenge of the company is to understand the feasibility of investing in the marketing development in countries with cultures and behaviours much different from the Europeans. With a study of the market potential in each country, it is concluded that countries in the Middle East and East-Asia have a higher probability of becoming profitable for the company. Such is due to the higher number of online people and smartphone users, the easiness to adapt the game to the local culture and the monetization potential that these regions offer to the company. It is given some recommendation on the best online and offline marketing strategies that can lead to an efficient market development.
Date of Award | 17 Jul 2017 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | João Paulo Simão Pires (Supervisor) |
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- Online games
- Market development
- Online marketing
- Study of markets’ potential
Chilltime’s online game expansion into targeted countries in the MENA and East-Asia region
Ferreira, V. D. V. (Student). 17 Jul 2017
Student thesis: Master's Thesis