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Swinburne Business School Assessment Task Assignment 2 MKT10007 Fundamentals of Marketing Live Online Seminar Version Name Bui Thi Lam Hanh Executive Summary In this mission, I chose to focus on the g.
Swinburne Business School Assessment Task- Assignment MKT10007- Fundamentals of Marketing- Live Online Seminar Version Name: Bui Thi Lam Hanh Executive Summary: In this mission, I chose to focus on the game genre Battle Royale: PlayerUnknown's Battlegrounds (also known as PUBG) The reason I chose this game is that I am someone who has the experience and because it received some poor press when it was first launched In this exercise, I will give some analysis to show that Pubg is actually a good game and worth experiencing First, I will analyze the birth, the current financial status of the game Next, I will cover the market mix and its three product levels on offer Then, I will discuss the business nature of Pubg's marketing strategy for success in the microenvironment As for the macro environment, I will point out the criticism and damage of the intervention of the political environment to the scale of the game's operation Finally, I will define the personality of Pubg's target consumer including geography, demographics, socio-economic, behavior, and user psychology Hopefully, my report can provide enough information about the current Pubg game market PlayerUnknown's Battlegrounds: PUBG is a multiplayer online battle royale game created and released by PUBG Corporation, a Bluehole subsidiary Brendan Green, who began his career as an ARMA moderator, is the creator of PUBG The game was inspired by the 2000 Japanese film Battle Royale and is based on Brendan "PlayerUnknown" Greene's previous mods for other games It was developed into an indie game under Greene's creative direction Pubg Game and History: - - In the early 2010s, Battle Royale was inspired by the survival film "Battle Royale," which was released in Japan in 2000 Greene was approached by a Korean business called Bluehole Ginno Games, who asked him to create a battle royale game They want to be the first to profit from this genre, which is yet underdeveloped in the country Greene was hired as the game's creative director, and work on it began in early 2016 It was a pivotal occasion in the development of Pubg, which was launched in 2017 Before being licensed by Sony Online Entertainment for use in H1Z1, the game that would become PUBG was based on an Arma and Arma mod In February 2018, Pubg Corp teamed with Tencent Games to launch the game in China on mobile devices Pubg Corp and Tencent Games have renamed PUBG: Exhilarating Battlefield to PUBG Mobile and released it globally after a month in China Mobile Battle Royale games are growing increasingly popular, with NetEase's Survival Royale, Knives Out, and Rules of Survival charting at the top Even if these games become famous on mobile, we can't deny that they are too similar to Pubg on PC Marketing Size: Pubg was released as part of Steam's early access beta program on Microsoft Windows in March 2017, followed by a full release in December 2017 Microsoft Studios also launched the game for Xbox One via the Xbox Game Preview program that same month, and it was formally released in September 2018 In 2018, Pubg Mobile was published as a free-to-play mobile game for Android and iOS, as well as a PlayStation port In April 2020, a version for the Stadia streaming platform was published Pubg is one of the most widely played, best-selling, and highest-grossing video games ever As of 2020, the original PlayerUnknown's Battlegrounds had sold over 70 million copies on PCs and game consoles, while the more popular PUBG Mobile version had amassed billion downloads and grossed over $6.2 billion on mobile devices Recent performance trends: The creator of "PlayerUnknown's Battlegrounds," PUBG Corp, has unveiled the "Fix PUBG" campaign, a new push to help fix a variety of flaws and provide the best possible user experience "Many large titles have now adopted the free-toplay, mobile version model, but the PUBG franchise is one of the first significant titles to so," said Rex Pascual, eSports editor at Safe Betting Sites so Even though similarly large competitors such as the Call of Duty franchise recently adopted the same methodology, PUBG Mobile still dominates several game rankings According to gamesindustry.biz, in Q1 2020, installs climbed significantly, income increased as well, and game downloads soared by 21 percent and 39 percent Player expenditure, on the other hand, increased by 6.6 percent quarter over quarter and 16 percent year over year to $17.5 billion Marketing mix: Product: The game is available on PC, Xbox One, PS4, and mobile devices A total of 100 persons participate in the game, divided into teams of 20 or 50 The team's objective is to eliminate other players (by killing them or forcing them to go to "the blue") while capturing the map's surrounding territory to win points Erangel (also known as PUBG), Miramar, and Sanhok are the game's three maps Price: On Steam, the game costs $29.99 (USD) + VAT, with the Pubg PC version costing around $30 (USD) It isn't free like other games, but based on feedback from frequent players, it may be worth the money Pubg Corp also released a free-to-play version of Pubg Mobile, so the publisher makes money through advertising and selling game items to players Place: The game is accessible on PC, PlayStation 4, Xbox One, Android, and iOS, as well as Xbox Series X/S and PS5 through backward compatibility Unlike Fortnite, PUBG does not carry over progress from one version to the next That's because the PC, Xbox One, and mobile versions have been made by different developers PUBG Mobile was developed by Lightspeed and Tencent's Quantum Studio, while the PC and Xbox One versions were developed by PUBG Corp Promotion: PUBG frequently conducts collaborations with world-famous celebrities and singers; Alan Walker is one of them, and their most recent collaboration features BLACKPINK (a Korean K-pop band) Squeezie, the second- largest French Youtuber and the first largest gaming Youtuber was also invited Squeezie's video of her playing PUBG MOBILE has received over 4.5 million views and over 10,000 comments Collaborated with Corridor Digital to create a PUBG MOBILE video that has received over 3.5 million views and nearly 5,000 comments The PR campaign was a success, with coverage in top technology, game, and mobile journals, mostly in Germanspeaking countries and Latin America Three Levels analysis of your brand's P for Product: Core product of Pubg is to enhance the player's experience, especially when playing with teammates Proof that they have upgraded game versions, updated features regularly, launched many collections, events, and organized tournaments Pubg was made to give players the vivid impression of being on a real battlefield, paired with attractive graphics to allow them to relax and have fun with their friends Game publisher Pubg said: Our aim with this game is to give players unique and memorable experiences, every time they play Player Unknown Battlegrounds’ Actual Product will be a massively multiplayer online battle royale game in which up to one hundred players will parachute onto an island and search for weapons and equipment in order to kill other players while avoiding being killed Over time, the game's limited safe area shrinks, forcing survivors into tighter spaces for forced interactions The round is won by the last person or team left Augmented Product: Brady Choi, Bluehole's director of sales, stated that the company will not offer products that could alter the game's victory or defeat, as well as break the balance amongst users "There will be no pay-to-win mechanism in the game," Choi stated "Depending on the season, we might sell some character decorations, weapons, and accessories." Micro environment: - Blue Ocean Strategy is defined as "a coherent strategic thinking paradigm for the formation of new markets and sectors, in which demand creation takes precedence over rivalry and competition is irrelevant" (Kim, 2005) This method has been applied in a variety of industries and has been credited with successfully bringing about change in the areas where it has been implemented, such as in telecoms (Hersh & Abusaleem, 2016), hotels (Yang, 2012), the garment industry (Lv, 2017), and sports (Lv, 2017) (Vieira & Ferreira, 2016) As a result, the Blue Ocean approach can be considered as a vehicle and policy for moving out of a highly competitive region and into a new, complete zone with little or no competition The creators of PubG, Bluehole, used this strategy, and it proved to be a huge hit in the game streaming world - Companies operating in the "Red Ocean region" are stated to be in a key position, facing fierce competition These organizations will often strive to minimize the numerous competitive challenges they face by decreasing expenses and boosting their marketing efforts, as Kim (2005) pointed out As a result, to obtain first-mover advantage, they transfer from "Red Ocean Strategy" to "Blue Ocean Strategy." - Blue Ocean Strategy is a dynamic process in which the most important aspect is investing in the production of innovative ideas and reinforcing the value of the product, service, or idea According to Chang (2010), Bluehole has clearly put a lot of effort into producing a lot of value for PubG, such as novel concepts, appealing features, game quality, and so on, in order to maintain the game competitive, and compatible.Enhancing team member online communication brought a novel component to the game, but one that is in step with current social media trends This finding is supported by Dagdee & Philip (2019), who suggest that social media and video games are an ideal match since their compatibility offers a platform Encourages others to communicate, analyze, give comments, and share their opinions Macro environment: The Delhi Commission for the Protection of Children's Rights (DCPCR) has compiled a list of "violent" games "Pubg, Fortnite, Grand Theft Auto series, God of War, and other violent games are available on console platforms These games have negative, dangerous, and unfavorable impacts on the brain Set for children Because of its addiction among young people, Pubg Mobile has encountered a lot of backlash in India, notably from parents Pubg Mobile has now issued a statement stating that it recognizes the importance of responsible gaming and that it is willing to collaborate with all stakeholders to "provide the features and upgrades that make up a gaming ecosystem pleasant and healthy." Gujarat State Education Minister Bhupendrasinh Chudasama has also requested that the federal government enable the Gujarat government to ban internet and mobile games like Pubg Despite the backlash, Pubg remains popular – Prime Minister Narendra Modi even highlighted it – and is only expected to grow in popularity Pubg’s target consumer persona: Geographic Demographic Pubg has almost 100 million users globally The majority of users come from India, the United States, and China Korea was the most active Pubg player in the globe in 2017 China surpassed the United States as the most popular Pubg country at the end of 2017, then the United States surpassed China as the most popular Pubg country in February 2018 After March 2019, India began to exceed all of the top countries in terms of Pubg usage According to a 2019 research paper by Jarrah Al-Mansour of American International College, the majority of Pubg game customers are over 25 years old, proving that the game's attraction is not confined to minors In contrast, Dagdee & Philip (2019) found that the majority of video game users are between the ages of 16 and 25 Socio-economic Psychology Behavior: Customers not need to worry about paying for the game because Pubg Mobile is a completely free version that they can download and play Furthermore, customers prefer to pay for Pubg PC in order to have a more immersive, clearer experience and to earn money by streaming live through the game The target consumer is likely to be someone who likes to explore, conquer to win It is likely that they play games just to enjoy great moments when playing with teammates, friends and entertaining after tiring work The intended customer is expected to be social, and to explore and experience reality as "enabling users to live in reality while escaping to another artificial world." Simply said, customers are likely to desire to play games for fun since they can provide a variety of benefits, such as therapy, medical, health, awareness, and education (2019, Nuyens et al.) My character is a YouTube live stream who plays Pubg He already has a big fan base as a result of his talent and humorous demeanor His income is based on gaming contests and streaming He chose the Pubg Mobile platform overpaid games like Apex Legends or Game For Peace Streaming employment can provide a significant source of money for streamers due to the vast number of individuals that use social networks and follow them online In 2020, the Covid-19 epidemic has had a significant impact on the online game sector, resulting in a rapid spike in gaming demand worldwide and an increase in the number of new players As a new player, victories in CS: GO, Halo, and Call of Duty is very difficult because most are decided based on skill There are many factors that can influence the outcome of Pubg The initial occurrence is random, as is the drop bonus Even a seasoned player can lose to someone who has only played a few hundred games It can be shown that internet games are primarily personal, with little social contact between participants, resulting in rapid boredom As a result, the Pubg creators have altered the social interaction amongst the game's numerous international users by employing relevant features such as team play, audio communication, and inviting friends to play the game When playing games with friends, this makes it simple for streamers and players to engage and debate strategies A character's life purpose could be to improve their self-image in the eyes of the audience, develop a long-lasting gaming team, or provide viewers with memorable events Conclusion: Overall, I appreciate Pubg's game control and development in terms of player count and sales when there are so many other game studios of the same genre competing After a harsh response to causing violent behavior in children and being banned in some countries from 2018-2019, Pubg has returned and claimed responsibility as well as learning, listening to the reflection of the players to improve a healthier gaming environment Pubg Corporation has planned to set up a local office to support, enhance communication and service with players The developers also changed the setting of virtual simulation training fields and fighting effects to green instead of red As a result, I believe Pubg has the proper solution and is willing to modify in order to improve the game product for players Furthermore, I believe they can find more solutions for younger gamers, such as limiting and controlling the game time of day They might also attempt to host more large-scale competitions for individuals who are truly enthusiastic Because tournaments are now only conducted in small numbers, the majority of them are unplanned Finally, Pubg should continue to build appealing game elements that can entice users to stick around This will aid in attracting new players from all around the world Resources: Anon, (n.d.) 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