The Peculiarities of Promotional Strategies in the Global Video Game Industry Illustrated by Activision Blizzard, Inc.

In the given masters` thesis we analyzed the peculiarities of promotional strategies in the global video game industry illustrated by the example of Activision Blizzard inc. In the first chapter we determined the terms promotional strategy and promotion mix. Examining different approaches on the promotion mix we found and described thirteen channels, where a company can promote its product. In the second chapter we made a company overview and provided examples of how the company promotes games in each channel. In the third chapter, based on our findings, we determined the core principles of Activision Blizzard promotional strategies: ◦ Development of high-quality games ◦ Promotion through multiple channels with the focus on social media ◦ Seamless communication principle ◦ Community creation via relationship marketing ◦ Creation of Activision Blizzards community ◦ Maintenance of engagement according to GAAS concept