ubisoft strategy
TRANSCRIPT
Marketing Planning OverviewDate
International Marketing - Case Study -
Frédérique M. GagnonPetter Hallström
Lisa HeyderJon Inarritu PichelAlexandre Pradon
https://www.youtube.com/watch?v=xzCEdSKMkdU
2002
1986
1995
1996
2009
THE BEGINNING OF SOMETHING BIG
The company created their first game in 1986 named Zombie
Creation of Rayman :The birth of a legend
Ubisoft expand its global networkNow consider as a multinational
company
Ranked as one of the top ten independent publishers in the world
for the first time
Online market : UplayWin, help, share, shop
Organizational Chart
WORLD PRESENCE
INDUSTRY OF
VIDEOGAMES
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
Includes: PC, Console, Mobile and internet games.
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
Cultural Adaptation
Constant Innovation
Competition in the industry
Ubisoft is facingCHALLENGES
Coordination of development and marketing1
2
3
4
Click to edit Master title styleSWOT 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 styleERPG - 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