WRITTEN BY: T IFFANY TON

MARKET ING ANALYS IS &

PROPOSAL

A little bit of background info... 

Cookie Jam, available on the App Store and Google Play, was awardedFacebook's Game of the Year in 2014. The game is a "match-3"puzzle  that allows players to travel through levels and take part in abakery-themed adventure.

performing a SWOT analysis;making social media comparisons (Facebook, Instagram, Twitter,YouTube, and TikTok) to more popular competitor Candy Crush;and making some proposals and suggestions on how to move forward.

Company: Jam City

Jam City, founded by former Myspace CEO Chris Dewolfe and former 20thCentury FOX executive Josh Yguado, is one of the newer large companies toenter the mobile gaming industry. Larger and older companies thatcompete in this this industry include: Zynga, Nintendo, and Riot Games.

Although an underdog, the company has been doing well and has alreadycreated several games that have ranked in the top 100 on the Apple Appstore.  

Some of the games created by Jam City include:

Disney Emoji Blitz, Futurama: Worlds of Tomorrow, Panda Pop, Harry Potter:Hogwarts Mystery, and Cookie Jam.

Game: Cookie Jam

In this mini-report we will be analyzing the digital marketing tactics by:

** all information taken from Jam City website or based on general knowledge

SWOT Analysis

- Amazing graphics- 5,000,000 players

- Thousands of levels- Consistent updates

- Not full of ads/ mostly free - Very addicting :)

- YouTube- Celebrity Testimonials

- MerchandiseMore and more older people (and youngerpeople) are smartphone users --> Expandtarget audience and utilize the potential of

social media

- Glitches and bugs - Difficulties

Strengths: Cookie Jam already has a great reputation and strong following.Some of these reasons include: amazingly cute graphics (which is my favoritepart!), thousands of levels, consistent updates, and very limited annoying ads.It is also pretty addicting!

Weaknesses: Because of the consistent updates, there tends to be bugs andglitches every now and there, which discourages people and lowers userretention. Also, some higher levels tend to be a little too difficult, and does notgive people the instant gratification people want to keep playing (without it,people are not as addicted -- retention lowers).

Opportunities: As smartphone users expand demographics, Cookie Jam canexpand the age group of their target audience. To reach the most, there is abig opportunity to increase presence on YouTube (and possibly other socialmedia platforms). There is also opportunity for merchandise sales (shirts,mugs, plushes, etc.) and more celebrity testimonials!

Threats: There is always intense competition and substitutes, and constantchanges in consumer tastes. One of Cookie Jam's biggest competitors is CandyCrush.

Cookie Jam

Strengths Weaknesses

Opportunities Threats

- Increasing competition and substitutes,such as: Candy Crush, Farm Heroes, Two

Dot, and much.. much more. - Constant changes in trends and consumer

tastes

Comments tend to comefrom older generationwho like sharingscreenshots & pics

71M likesConsistent # of likes andengagement

Same content as FBCareful! - some have

"show us a pic below" Branding & aesthetics -

cute, pics from the game Very little engagement

Igtv used once - 2,411views

21.5K FollowersSame content as FBBranding & aesthetics -pictures of realpeople/objects, craftsEngagement level alsolowStories not frequentIGTV used for crafts - 12k-24.7k views

294K Followers

Comments tend to comefrom older generation,

usually women

1.3M likesConsistent # of likes and

engagement

Cookie Jam vs Candy Crush

App Store

215K Ratings4.7 Stars

1.6M Ratings4.7 Stars

Facebook

Instagram

Twitter

16.3K FollowersVery low engagement

170K FollowersLow engagement

Youtube

28.2K subscribersMostly ads; recent ones

very little views. Also - ...

'

845K subscribersFeatured players

TikTokNon-existent Non-existent

a social media comparison

We cannotcomment pics in ig

Okay, so what?We compared Cookie Jam and Candy Crush social medias because the twogames are positioned similarly. This is to see if we can gain inspiration or

learn a little from a similar game with a much larger following.

What we saw is that Candy Crush tends to feature people, real objects, andmore relatable posts, whereas Cookie Jam tends to focus more on the game

and its characters. Posts are consistent and the same throughout allplatforms except YouTube. Candy Crush's YouTube is gaining more traction

recently. Before, both has had little success.

Compared to the level of overall popularity Candy Crush has to Cookie Jam,the proportion makes sense and does not seem too much higher. This

means Candy Crush is most likely more popular because of word of mouthrather than social media advertising.

The PlanFirst focus on Facebook and YouTube. This is because the main targetaudience of older woman will most likely be on these two platforms.Facebook also has the most following, so bigger reach.

Facebook

Ask more engaging questions by asking people to share morepersonal experiences -- their favorite moments while playingCookie Jam, their favorite kind of cookie and from where, howoften they get play, their favorite Cookie Jam buddy, etc. Seemslike older people like to share experiences!

1.

a.

i.

There is a Facebook group. Let's utilize it.Give away "secret codes" in the Facebook group. This will makepeople feel like they are part of something special, and feelmore valued and excited. This will also get people talking more.Remember, word of mouth is important.

ii.

Create more commercials with celebrities.

Getting celebrity testimonial is definitely a great way to spreadthe word around. Of course, the big named celebrities are great.But we can also get a lot of smaller ones.

This is where we can target the younger age group. TikTok ishuge, and by getting TikTok influencers to play our games, wecan get audiences from all over. We can find influencers who'saudience consists of 30 to 40 year olds to expand the agerange.

i.

Have mini competitions and feature players! iii.

This is where we take some inspiration from Candy Crush.People love competition, and it would nice to add to people'sintrinsic motivation by giving them more (friendly) competition,and feature players to make players feel valued. (Don't worry, wecan still keep the aesthetics of the game and social media pagewhile doing this!)

b. YouTube

Create some interesting stories and videos for the characters.Take League of Legends for example. Their characters all haveinteresting backstories. We can create stories and cuteadventures for the characters as well!

ii.

Stream?Streaming is huge, and people like to watch others play gameslive while giving commentary. There may be a market in this forCookie Jam as well.

iii.

But of course, we can improve more bycollecting data.

Less frequent but bigger and careful updates to reduce bugs and lags.Create and sell merchandise (There are so many cute characters!)

Utilizing Facebook and YouTube in a way that engages users, and makesthem feel valued.

Partner with social media influencers to promote the game.

Cookie Jam is a popular game that is no longer gaining much popularity as itonce was, especially because the mobile app industry has been booming

rapidly.

However, as all companies, including mobiles games, are, they can improvetheir game as well as their marketing.

We can do this by:

In Conclusion...

I can speculate all this, but this is only the start to finding out what peoplewant. We can do this with surveys to see how they feel about different

components of the game and the company brand, and from there analyzethe data.

Then, as much as I love statistics, we need to talk to users by conductingfocus groups and holding interviews. By having these real life conversations,we can figure out more about what these gamers would like to see and notsee, what they want (that sometimes they don't even know they want), and

other useful information about how we can progress.

Information we get by asking exploratory questions can reveal to us moreabout the stories in each survey answers.

And that's when we can pull out insights, and make a much more informedand data-driven marketing proposal with less risk!

Thank you forreading!

Whoeverunderstandsthe customer

best, wins.Mike Gospe