Features of the Modern Marketing Strategies of Companies in the Video Game Industry in the World Market

Student: Konev Vladimir

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2018

The purpose of this study is to describe the features of the marketing strategies of leading American video game publishers ( Electronic Arts, Activision Blizzard and Take-Two Interactive) in order to prepare recommendations for Russian gaming companies. Firstly, we will consider types of marketing strategies, and methods of analysis of companies. Secondly, we will conduct comparative analysis based on strategies, structure, financial performance, products, marketing channels, methods of promotion and distribution of the three leading American video game companies (Electronic Arts, Activision Blizzard, Take-Two Interactive). Also we will conduct porter's five forces analysis, SWOT-analysis and identify features of marketing strategies. Finally, we will consider trends and drivers of modern video game industry and will provide recommendations for Russian companies.

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