Frank Leigh

Marketing a Video Game Frank Leigh

The main focus of this thesis project revolves around the marketing and launching of a new video game, as indicated in the thesis title. In cooperation with Apex Games Ltd. the aims of this thesis are to determine the main strategic marketing decisions for the company's new product, Demon Core. In order to define Demon Core's strategic mar- keting needs a proposed strategic marketing model has been designed. Furthermore, to determine an efficient way of launching the video game, the new product development process has been closely examined. The main concepts which have been analyzed are the target market, product positioning, pricing, promotion and brand. These main con- cepts have been supported by Demon Core's marketing mix (4 P's), additionally, the new product development process is also a concept which has been taking under con- sideration throughout this book.