Marketing Mix Guidelines for Finnish Mobile Game Companies

This thesis is a qualitative study for the Finnish mobile gaming industry. The research aims to create Marketing Mix guidelines designed as a handbook for Finnish mobile game companies. It will help the case companies and other companies to have a clear image of effective marketing strategies in the Finnish mobile gaming industry. Additionally, an overview of marketing strategies used by three case companies is provided in the research. The investigative areas are (1) potential mobile game players, (2) suitable online channels, (3) pricing models, (4) promotion strategies and (5) player psychology. The last chapter includes a summary of the discussions which happened throughout the research. The chapter also covers research evaluations, recommendations and reflections on learning in order to apply the research effectively. The research was carried out from May 2018 to November 2018. Primary data was built on research data, interviews, the Pocket Gamers Connect conference, International Game Developers Association meetings, and the author’s own observations. The mobile game companies involved in this research are Supercell, Full XP and Quick Save. This research focuses primarily on the area of marketing for Finnish mobile game companies. If the case companies decide to apply the Marketing Mix guidelines of this research to their business, this area is not covered in this research. The findings of this research are Marketing Mix guidelines designed as a handbook. The handbook covers mobile game genres, launching platforms, pricing models, promotion strategies and player psychology in Finnish mobile game companies. After examining the materials available, it was determined by this author that there may be a need for this marketing guide in mobile gaming industry