Main objective of this thesis is to introduce the video game market, with the focus on console market, to professional economic public. Secondary objective is to reveal best marketing strategy on this market, map current trends and predict future economical development of video game industry. The first part of the thesis focuses on the history of entertainment market from late 19th century to 2000s to bring complex portrait of the market. Second part is focused on contemporary situation on the market and the competition. I analysed marketing mix of three biggest players on the console market: Sony, Nintendo and Microsoft. The analysis revealed the crutial parts of succesful marketing mix: technological advanced product, research and development, clear close and immediate communication with customers, importance of following consumer trends (mainly social gaming) and worldwide market presence. Contribution of this thesis, apart from achieving two set objectives, is bringing insight of the market to local small game developers who can benefit from it and become more competitive.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264512 |
| Date | January 2014 |
| Creators | Lebduška, Martin |
| Contributors | Zamykalová, Miroslava, Gullová, Soňa |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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