Case Analysis of Supercell’s Marketing Strategy
DOI:
https://doi.org/10.54691/bcpbm.v43i.4643Keywords:
Supercell; video game; marketing strategy.Abstract
As the game industry provides increasingly high profit to each countries, majority of people are interesting in how this latest industry can develop in such a skyrocketing speed. To figure out the answer, it is necessary to apply marketing’s 4p theory to a typical game company. Supercell is chose as the case to analyze. At the same time, analyze the existing problems of the representative company and give legitimate suggestion toward those problems as well. As the results, the attraction of products, acceptability of price, accessibility of placement and agility of promotion have led to predominate position of game industry. But the lack of creativity, players’ socialization and in-game systems have been the main problems for some companies to lose profits consecutively.
Downloads
References
Jinzhu Zhou. Game technology helps the real economy to generate more productivity. 2022/07/21. 2022/11/20.
https://chuangxin.chinadaily.com.cn/a/202207/21/WS62d92dc3a3101c3ee7ae033a.html.
Financial Field. Passage name: NetEase earned ￥90 billion last year, accounting for more than 70% of the revenue from game business. 2022/02/24. 2022/11/20. https://zhuanlan.zhihu.com/p/472095927.
Dean Takakashi. Supercell’s off year: Revenues of $1.56 billion and profits of $577 Million. 2018/02/12. 2022/12/5.
The Mobile Game’s Talk. Supercell's decade of excellence! with about 300 employees to generate annual income of more than $2.33 billion. 2020/05/09. 2022/11/20. https://s.r.sn.cn/Khh2hG.
Supercell.com. Supercell’s financial performance in 2016-2020. 2022/11/18
Guohui Sun. Analysis of the difference between mobile phone experience marketing and traditional marketing. Policy Finance, 2014, 100(3): 57.
Lei Jiang, Jiacheng Shuai, Shaolong Xiao. Analysis of the induced mechanism and countermeasures of the consumption of online games from the perspective of marketing. Comsumption Market, 2022, 37(09): 879.
Hongwei Wang, Zhongying Liu, Yuanyuan Zhang. Pricing of virtual equipment in online game. Shanghai Management Science, 2007, 28(1): 60.
Xiaojia Liang, Yang Liu. Analysis of today’s marketing strategy of mobile game. Comercial Economy, 2016, 47: 95.
Liu Ling, Qi Meng, Wang Hong, Wang Yanzhao. Analysis of influence of comparison psychology. Value Engineering, 2020, 38: 38.
Ananda Kalukin. Why Supercell games lost popularity at Jefferson. 2019/06/02. 2022/11/27.
