Game Console Market Research into the Game Console Market of the USA

$324.7 million (March

2012)

$221.6 million (March 2013)

down -32%

http://www.geekwire.com/2013/xbox-360-marks-27-straight-months-atop-market/

USA - 3 Major Players

● PlayStation 3

● PlayStation 4 just

released

● XBOX 360

● Most sales in the US for

30 months continuously

● XBOX One just released

● Wii U

● Only 8th Generation

● Stopped making Wii

Customers

Playstation

Core Targets

● Young Adults / Older Teens

● Experienced Gamers

● Male

Secondary Targets

● Younger Market

● Family

● Movie Fans (Blu-ray)

Satellite Targets

● Females

Purchasing Advisors

● Games, Software

● Graphics and high quality gaming

● Blogs, Reviews, Articles

XBOX

Core Targets

● Young Adults / Older Teens

● Experienced Gamers

● Male

Secondary Targets

● International gaming

● Females

● Families

Satellite Targets

● People un-interested with games (through

kinect and live)

Purchasing Advisors

● Games, Software

● Blogs, Reviews Articles

● Windows

Nintendo

Core Targets

● Younger Gamers

● Friends/Multiplayers

● Beginners

Secondary Targets

● Over 25s

● Families

● Elderly

Satellite Targets

● Experienced Gamers

Purchasing Advisors

● Games Software

● Friends, Parties

● Celebrities (adverts)

Global Trend

Good news: More people are playing video games than ever before

Bad news: Less percentage people are playing video games via home consoles

Smart Device or Home Console?

Smart Device Home Console

number of

kinds

hundreds of thousands (Google

Play) thousands (each platform)

price free, or several euros dozens of euros (about ten

times price)

quality lower quality and always with

advertisements

higher quality and better user

experience

innovative latest games older but better developed

Diversification ways of interaction

Home consoles bring more extensive ways of

interaction for customers compared to tablets and

smartphones

Strategies

Launch Strategies

● SONY PS3:

○ Japan on November 11, 2006

○ North America on November 17

○ Europe, Australia, the Middle East, Singapore, Africa and New Zealand in March ○ Makes sure there are PS3 on shelves at all times

● XBOX 360:

○ The United States and Canada on November 22, 2005

○ Europe and Japan in December 2

○ 1st year on the market → 36 countries (record for a single year!)

○ Production begun only 69 days before launch → SOLD OUT

● NINTENDO WII:

○ The United States on November 19, 2006

○ The United Kingdom on December 8

○ South Korea in April and Taiwan in July

Product Strategies

● SONY PS3:

○ Blu-Ray reader

○ Network offers downloadable games and multi-player game via Wi-Fi

○ PS3 supports compatibility with PS1/PS2/PSP games ○ After Nintendo’s innovative motion sensitivity→ support added to controllers

● XBOX 360:

○ Online Live gaming and kinect interaction → extremely appreciated

○ DVDs, CDs, media storage on hard disk, devices network ○ Direct-to-consumer approach → launched before its competitors

○ Advantage → big perceived lead in the market

● NINTENDO WII:

○ Promotional campaign with people of all ages and backgrounds

○ Particular note of the Wii's motion control system

○ Free game (Wii Sports) included with each Wii unit

Pricing Strategies

● SONY PS3:

○ Started at a very high price: $600 + software at $60-70

○ Hope to get much of what they spent back in a quick time from enthusiastics

○ Strategy less successful than hoped → lowered the price to increase sales

● XBOX 360:

○ Price skimming: high price to communicate the good quality

○ Microsoft → well known company that consumers trust

○ High price means that it is guaranteed to work and satisfy expectations

● NINTENDO WII:

○ Competition-based price lower than Xbox 360 and PS3

○ Affordable for families → encourages the purchases of accessories

○ Games → $10 less than Xbox 360 and PS3 ones ○ Sold in stores as well as online

Extras

● Global:

○ Disabled: non-reached target group

○ Elderly: already targeted, but could do better

● SONY PS3:

○ Females

○ Those who love fitness

○ Kids below 8 years old

● XBOX 360:

○ Females

○ Kids below 8 years old

● NINTENDO WII:

○ Core game fans

The unreached customers in USA

Why can’t you find XBOX360 in Myan Mar?

→ It seems possible through the black market but

● Political (legal) reasons

● Language barriers

→ Asked MMGamers:

● Don't have a payment method yet

● Prices relatively high for Myanmar People's income

source: http://www.mmgamers.com/article/should-i-buy-xbox-360

Thank you for listening!

Any Questions?