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Take Two Interactive Marketing Strategy

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The Solution provides some insight to the questions found in 'Activity 4: Take-Two Interactive' Case Study used at Northeastern University.

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Solution Summary

Overview of different segments in the gaming industry and analysis of strengths of weaknesses of Take Two Interactive. Finally, recommendations for improvements for T2 to improve revenues.

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TAKE TWO INTERACTIVE INC. MARKETING
MARKET ATTRACTIVENESS
Video Games
The video game industry is maturing fast. The average age of a gamer has gone up to 37 from 35 in last year. The segment is first generation gamers who grew up playing video games and have continued to do so delving deeper into the gaming abyss through consoles, PCs and mobile devices (Sanati, 2015). This is both a blessing and curse for the industry. Being mature and aged they have deeper pockets and would be willing to spend on their hobby. It is also a curse as the industry seemed to be struck in the time warp. Said that, even the content developers are aging and becoming lazy. They have failed to innovate on content side and hardware, thus alienating young potential customers and disappointing older customers who crave for something new. As a result the video gaming market in the U.S. is shrinking. It was at peak in 2010 at $17 billion and has fallen progressively since then. This is expected to continue unless there is a dramatic change coming its way. The industry is dominated by three major players- Microsoft, Nintendo and Sony.
Casual and Social Games
Casual and social games are currently experiencing exponential growth. Top three reasons why people engage in social games are- to relax & kill time, to have fun in a cheap way and to interact with friends. Facebook leads the social gaming platform as it pushes into new markets. After 2012 Facebook began decreasing its niche social networks and expand their gaming offering and developers seek out less crowded markets (Social network games..., 2012). Emerging markets are key components to fuel growth in the global casual and social gaming network. Parameters used to evaluate attractiveness of market include availability of high speed internet, large population of social ...

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