Final report marketing plan to launching new product for tri force studio in 2025

¢ The Vietnamese market shows growing demand for culturally relevant games, providing a niche opportunity for 300475 to capture interest.. The Vietnamese market presents a unique opportu

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE (UEF)

FACULTY OF MARKETING

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UNIVERSITY OF ECONOMICS &

FINAL REPORT MARKETING PLAN TO LAUNCHING NEW

PRODUCT FOR TRI-FORCE STUDIO IN 2025

Subject code: 241 MKT1102E.A06E

Lecturer - Instructor: Mr Anh Dung Bui

Group: The Tri-Force

Toan Hiep Hung To 215017307 Thinh Khang Truong 215024741

Ho Chi Minh City, October 20, 2024

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At Tri-Force Studio, we have a mission from the very beginning — to create games with high value In our work we build experiences which require strong impact from players both ‘in the mind and the heart’, where solid gameplay is integrated into a well written book All of that to say, our three founding pillars are cultural integrity, creativity in gameplay development, and collusion with the audience Our opinion is that games in their nature are well served as an artistic expression It is our purpose to introduce to the global game market a variety of historical perspectives, starting with the amazing history of Vietnam

Il Situation Analysis

1)Company Analysis

The Tri-Force Studio is a startup from Vietnam focused on developing games that combine entertainment and education with cultural relevance The company aims to set itself apart by creating unique, story-rich products inspired by national history and heritage

a Mission

To convey heroic historical narratives through immersive gaming experiences, fostering pride and connection among players

b Vision

To become a leading regional game studio, recognized for innovative storytelling rooted in

Vietnamese culture

c Core Values

¢ Creativity: Pioneering innovative ideas and gameplay

¢ Passion: Developing games with dedication and responsibility

¢ Connection: Building strong, engaged gaming communities

2)SWOT Analysis

a Strengths

¢ 300475 offers a distinctive historical theme, recounting the liberation of Southern Vietnam on

April 30, 1975, appealing to players interested in meaningful storytelling

¢ Planned multi-platform releases: The game will first launch on PC and consoles, followed by a mobile version and additional DLC expansions, ensuring extended engagement and market reach

¢ The game’s narrative approach aligns with a growing demand for cultural representation in

entertainment, offering a fresh alternative in the FPS genre

b Weaknesses

¢ Limited budget: Previous crowdfunding efforts failed to meet targets, indicating challenges in securing sufficient financial resources

¢ Releasing on multiple platforms increases development complexity, potentially straining resources

¢ Competing against well-funded international titles with established fan bases may limit early adoption

C Opportunities

¢ The Vietnamese market shows growing demand for culturally relevant games, providing a niche opportunity for 300475 to capture interest

¢ Multi-platform availability increases accessibility, enabling the game to tap into both console and mobile audiences

¢ Partnering with local streamers and influencers can boost the game’s visibility, particularly during launch phases

d Threats

¢ Fierce competition from major FPS titles like PUBG and Apex Legends, which dominate the shooter genre

¢ Rapidly evolving player preferences require continuous updates, making post-launch support crucial

¢ Potential content restrictions or regulatory challenges may impact local reception and distribution

3) Market Analysis

The gaming industry is rapidly growing, with a large, young population of tech-savvy gamers Mobile gaming is dominant, but PC and console games remain highly popular among serious gamers The Vietnamese market presents a unique opportunity for 300475, as it taps into a deep sense of national pride and history, offering a culturally relevant and emotionally resonant experience Few games on the market focus on the Vietnam War from a Vietnamese perspective, which gives 300475 a competitive edge both locally and globally

a Target Market Trends

The target market trends for 300475 highlight strong potential for success, driven by the growing demand for mobile gaming, cross-platform experiences, and games with rich historical narratives In Vietnam, a young, tech-savvy population shows increasing interest in culturally relevant content, offering the game a unique advantage by focusing on the Vietnam War from a Vietnamese perspective

Additionally, the rise of social media influencers and streamers is reshaping game discoverability, making influencer marketing crucial

b Competitor Analysis

Domestic competition:

Hiker Games': There are very few direct competitors within Vietnam that have focused on FPS games with a historical theme This gives 300475 a first-mover advantage in offering a deeply immersive historical FPS experience

Global competition:

Well-funded international titles: 300475 will face stiff competition from popular global FPS titles like PUBG, Call of Duty, and Apex Legends, which dominate the shooter genre These games have large, established player bases and significant marketing budgets

Unique positioning: While 300475 may not compete directly in terms of sheer production scale or player base, it offers something unique: cultural and historical relevance No other major FPS game is built around the Vietnam War from the Vietnamese perspective, giving 300475 an opportunity to carve out its own niche market both locally and globally

III Objectives

1) Business Objective

a Sales Objectives

Target Sales Volume (PC and Console): Achieve sales of 12,000 copies within the first 6 months of release across PC and console platforms This is based on market analysis of similar games in Vietnam

b Market Share Objectives

Capture 15-20% of the FPS gaming market in Vietnam by the end of the first year, focusing on the game’s unique historical theme and cultural relevance

2) Marketing Objective

a Specific

Utilize targeted marketing campaigns to boost the local brand awareness and game sales of 300475 in

Ho Chi Minh City Aim at marketing ancient-history style games to young gamers, ages 24-45 via social media, influencer partnerships, and community events

b Measurable

By the end of 2025, garner 50.000 visits to our website & 15.000 downloads of demos from Ho Chi

Minh City Next, for the net local market, goal 12,000 game sales, and for social media platforms like

Facebook, TikTok, and YouTube, target 30,000 engagements Partner with 5 local influencers to promote game through livestreams, reviews and gameplay content

c Achievable

Considering the size of the gaming community in Ho Chi Minh City and the increasing interest in games with cultural relevance, these targets are realistic By directing the marketing budget towards local campaigns, partnering with relevant gaming influencers, and gaining presence at local gaming events can help achieve this goal This achievement is also backed by an increase in the need for both indie games and also those covering a Vietnamese theme

d Relevant

The above marketing goals are aligned with, and part of an umbrella company goal for Tri-Force Studios to become a game developer powerhouse in Vietnam Tri-Force Studios can have a dedicated local following in Ho Chi Minh City, which is essential to the long-term viability of any active Vietnamese game market

© Time-bound

These objectives are set to be achieved by the end of 2025 We will assess our progress on a quarterly basis, enabling the marketing team to adjust strategies and improve the campaign to ensure we meet these targets

IV Target Market & Buyer Persona

1)Demographic

¢ Age: 24-45 years old

¢ Gender: Mostly male, but there's a growing interest among female gamers

¢ Location: Ho Chi Minh City

¢ Income Level: Middle to upper-middle individuals who can invest in gaming consoles, PCs, or premium mobile games

¢ Education Level: University students and office worker who have a keen interest in history, culture

2)Psychographic Characteristics

¢ Gaming Interests: Enthusiasts of challenging, skill-based games (Soulslike), role-playing games (RPGs), and narrative-driven experiences They enjoy games with rich, immersive storylines and appreciate content that is culturally significant

¢ Cultural Enthusiasm: Eager to learn more about history and culture, especially Vietnam’s historical conflicts and legends They value games that showcase their cultural heritage or provide an authentic and educational experience

¢ Hobbies: Active in online communities, enjoy watching gameplay streams on platforms like Twitch and YouTube, and like discussing game lore and strategies on social media and in

gaming groups

3) Behavioral

¢ Platforms: PC, gaming consoles such as PlayStation and Xbox, and mobile devices are common platforms for players They lean towards digital downloads, often buying their games

on Steam and Xbox

¢ Purchasing Behavior: They are open to spend on quality culturally relevant challenging games They tend to purchase expansion packs, downloadable content or deluxe editions of games and spend money in-game especially on products that contribute to a better overall gaming experience

4) Customer Motivation

e Challenge-Seeking: These gamers are in for the hard, you-need-to-work-for-your-victory titles

¢ Cultural Significance: Many are attracted to games that connect to the history and culture of Vietnam, prefer stories that present the nuance of any war or historical period in Vietnam

V Marketing Mix Strategy

For the marketing mix strategy of 300475, we will focus on four key elements: Product, Price, Place, and Promotion Each element will be tailored to the specific needs of the product and target audience, ensuring a successful marketing campaign that meets the company's goals

1)Product

300475 is a first-person shooter (FPS) game based on the historical event of April 30, 1975, when the Vietnam War ended, and the southern region of the country was liberated The game offers not only intense action-packed combat but also a deep narrative rooted in Vietnamese history, allowing players to emotionally connect with the past

a Core Features of the Product

Historical and Narrative Depth: The game recreates pivotal battles during the Vietnam War, focusing particularly on the final stages leading up to April 30, 1975 Players experience combat as well

as stories of sacrifice, patriotism, and human emotions during one of the most significant periods in

Vietnam’s history

High-Quality Graphics: The game uses advanced graphics technology to ensure detailed

environments and realistic depictions of historical settings, weapons, and character models This enhances player immersion and provides an authentic experience

High Interactivity: Besides the main campaign, players can explore side missions that offer additional insights into historical figures and events Players can choose between various combat styles, including stealth and direct assault, depending on their preferences

b Versions and Expansions

The game will first be released on PC and console (followed by a mobile version to reach a broader audience) Post-launch DLC (Downloadable Content) will introduce new campaigns and missions, including other famous historical battles like the Battle of Dien Bien Phu, providing continued engagement for players

2)Price

The pricing strategy for 300475 is designed to be competitive in both local and international markets while remaining accessible to the Vietnamese gaming community

a PC and Console Pricing

The standard version will be priced between 700,000 VND to 1,150,000 VND, in line with pricing for

high-quality AAA games This ensures that the game can compete with international titles while reflecting its production value and unique historical significance

For the Deluxe or Collector’s Edition, the price will range from 1,200,000 VND to 1,600,000 VND,

offering exclusive in-game items such as special skins and weapons, as well as physical merchandise like

posters, T-shirts, or artbooks

b Special Discounts

During key holidays such as Tet (Lunar New Year) and April 30, there will be promotional discounts

of 10-20% across all platforms Players who pre-order the game will receive exclusive in-game rewards, such as unique skins or weapons, to incentivize early purchases

3)Place

300475 will be distributed through a combination of digital and physical channels to ensure maximum

reach The initial release will be on PC and console, (followed by a mobile release to reach a wider

audience)

a PC and Console Distribution

PC: The game will be available through major digital distribution platforms such as Steam, Epic Games Store, and potentially GOG, making it accessible to PC gamers worldwide

Console: 300475 will be distributed via PlayStation Store and Microsoft Store (for Xbox), providing access to console players, who typically expect high-quality graphics and gameplay

4) Promotion

The promotion strategy for 300475 is designed to maximize visibility and engagement through a combination of social media marketing, influencer partnerships, military-related holiday promotions, and special events By aligning promotional efforts with Vietnam’s military history, particularly the game’s focus on the liberation of the country, the strategy aims to create a deeper connection with players

a Social Media Marketing

Social media platforms will play a key role in promoting 300475 The target demographic (24-45 years old) is highly active on platforms like Facebook, YouTube, and TikTok, making these ideal channels for digital marketing efforts

Facebook and TikTok will be used to run targeted ad campaigns that focus on gamers and history enthusiasts Ads will highlight gameplay trailers, cinematic cutscenes, and developer insights, building anticipation in the months leading up to the game’s release

YouTube will host more in-depth content such as gameplay walkthroughs, developer interviews, and livestream events featuring the game’s development These videos will encourage community

engagement, allowing fans to share and discuss the game ahead of launch

A teaser campaign will kick off in December 2024, with short clips and sneak peeks of the game to build anticipation

b Influencer Marketing

Partnering with well-known Vietnamese gaming influencers will be a critical aspect of promoting

300475, allowing the game to reach a broad and engaged audience

Mixi Gaming: As one of Vietnam’s top streamers, Mixi’s expertise in FPS games makes him an ideal influencer to showcase 300475 His large and loyal fanbase will be key to driving early interest in the game

Bomman: As a well-respected figure in the CS community, Bomman’s involvement will attract hardcore FPS players His professional commentary and deep knowledge of the shooter genre will lend credibility to the game, particularly among competitive gamers

Cris Devil Gamer: His humorous and highly entertaining content will ensure that 300475 reaches an even broader audience Cris Devil Gamer’s influence on YouTube and Facebook will help boost awareness through comedic playthroughs and casual commentary that make the game accessible to a wider group of viewers