Specifics of the Digital Marketing Strategies in the Video Games Industry in Different Countries Exemplified by Ubisoft

Student: Bandenko Mariya

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2020

The videogame industry is highly dynamic and subjected to change more than many other markets. New trends in gaming hardware, astounding innovations allowing to bring out something that seemed unlikely to happen just a year ago, huge numbers of games entering the market every day — technologies are rushing forward at immense speed. Therefore, the main goal of this thesis is to determine the differences between digital marketing strategies for distinct markets and unveil the factors that influence their development and implementation. We will also present recommendations on what factors are crucial when we speak about introduction a video games digital marketing strategy in the Russian market.

Full text (added May 14, 2020)

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