SEMSTER 2 2018/19
DUE DATE: TUESDAY 30/04/2019 VIA TURNITIN
BACKGROUND TO THE GLOBAL GAMING INDUSTRY
By 2020 the global gaming industry is forecast to grow 14.6%
to $90.1 billion. (Clairfield.com, 2018) The 3 largest regional
markets are China, the US and Japan. Surprisingly Europe has
the smallest regional share. It is a large and dynamic market
which is directly impacted by new developments in technology
and consumer behaviour.
As can be seen from the timeline above, gaming has evolved
over time through technological innovations and digitalisation.
The gaming industry became much larger with the arcade video
games of the 1970’s and 1980’s. The standalone PC revolution
of the 1980’s heralded the era of home consoles. The 1990’s
market was dominated by incumbents from Japan such as Sega and Nintendo who pioneered the global console market. In
1995 Sega was so intent on competing with Nintendo on video and graphics performance that it was blindsided by the entry
of Sony with its first PlayStation console. The financial and marketing clout of Sony improved the level of software gaming
development in the supply chain and was the first console to sell over 100 million units globally (Thorsen, 2004).
In the 21st century, the global gaming industry is now
larger than the film and music industry combined.
(Malim, 2018). This has been due to the increased
digitalisation of game and the entry of big global
corporations like Sony and Microsoft. The consolidation
of large developers including Activision and Electronic
Arts has led to the production of gaming titles with
budgets larger than that of a Hollywood blockbuster
film. Digital gaming and distribution platforms
pioneered by companies like Valve Corporation have
also paved the way for digital retailing and direct
distribution channels. Mobile gaming is now the largest
sector because of the rapid growth in the global
smartphone industry and apps markets. This is
reinforced by technological disruptors such as cloud
services, streaming technologies, 5G deployment and
vastly improved hardware engineering in mobile. The entire landscape of the global gaming industry has changed remarkably
in a short space of time. As of 2015 Tencent Games of China is the largest developer of games in the world (Takahashi, 2015).
This is part of the giant Chinese corporation Tencent Holdings which has an extensive digital enterprise and gaming portfolio.
With the onset of both emerging technologies and new emerging brands, the gaming industry appears to have gained a new
lease of life.
Clairfield.com. (2019). [online] Available at: http://www.clairfield.com/wp-content/uploads/2017/02/Gaming-Industry-and-Market-Report2018.01-2.pdf [Accessed 01 Feb. 2019]
Malim, G. (2018). ‘Video games market is worth more than music and movies combined so why aren’t CSPs launching games services?’ VanillaPlus - The global voice of Telecoms IT. [online] VanillaPlus - The global voice of Telecoms IT. Available at:
[Accessed 2 Feb. 2019]
Takahashi, D. (2015). ‘Tencent widens its position as the world’s largest game company’. [online] VentureBeat. Available at:
https://venturebeat.com/2015/05/13/tencent-widens-its-position-as-the-worlds-largest-game-company/ [Accessed 3 Feb. 2019]
Thorsen (2004). [online] Available at: https://www.gamespot.com/articles/100-million-playstations-sold/1100-6098786/ [Accessed 6 Feb.
Assignment Briefing (Final Report 100% of module)
This assessment covers all of the learning outcomes (1-6) on the module.
You are required to write a 3000 word report which incorporates marketing analytics and metrics
learnt on the module in the following areas
1. The key developments in the global industry and market over the past decade. Your analysis
should examine historical data which analyses changes in the structure and nature of the
global gaming industry. It should also analyse recent data and establish the potential of the
industry beyond the included mini-case above, this is only a starting point. Please avoid using
frameworks such as PEST and Porter’s 5 forces for this module and report, you should focus
on industry analytics and statistical market trends.
2. Using a public listed company of your own choice from the global gaming industry, provide
a 5 year critical analysis of the following areas:
a. Revenue and market share performance compared to other key competitors.
b. A selection of other key performance indicators (KPIs) obtainable through
secondary research from both online and university resources that can help you
analyse the marketing performance of your chosen company. It is also very useful
to extract data from annual reports and the investor relations section of the
company’s website. You should also compare your selected KPIs to other key
competitors over a number of years.
c. Critically analyse any available metrics on brand equity performance and
reputation over a number of years where possible.
d. Provide a review of the digital metrics available on your chosen company. This can
include information published on website metrics, social media rankings, social
listening data and any other relevant sources on digital.
3. Based on all the aspects above, write a concluding summary outlining the areas that need to
be addressed in the marketing performance of your chosen company. You are not required
to make any strategic recommendations.
❖ The word count is 3000 words (+/- 10%). This is excluding executive summary, annotated
contents, key infographics, references and relevant appendices. In other words, the word count
of your narrative from the introduction to the final conclusions.
❖ You are actively encouraged to develop your own infographics using Excel, Word or any other
applications to insert in the report. The report can be uploaded to Turnitin in either a compatible
document or PDF formats. Please see: Turnitin compatible file guide
❖ You can also import and use various infographics, charts and tables that have already been
published but you should ensure a careful balance between these and using your own original
reconstruction of key marketing data from various sources.
❖ The report should be produced in Word report format. We will cover writing professional
marketing reports in the final classes this Semester.
Analysis of overall market and
industry trends (Learning outcome 3)
Critical analysis of the available
marketing data of your chosen
company (Learning outcomes 1-3)
Quality of concluding section
(Learning outcome 4)
Excellent use of key
industry data to
critically appraise key
Competent use of
key industry data to
and critical analysis
of the chosen
marketing data. This
analysis, KPIs and
As aside but not
the range of
marketing data and
other metrics. Still
shows good critical
with very specific
A good synopsis
Report structure, writing clarity,
presentation and use of originally
(Learning outcome 6)
Depth and breadth of secondary
research and quality of Harvard style
(Learning outcome 3)
looking report with
lots of original
reasonable use of
Excellent use of both
research and very
Good use of both
Some analysis of
industry and market
Limited analysis of
shown of trend data
relevant use of
marketing data but
more limited in
scope, especially on
the digital aspects.
No attempt made at
critical analysis and
Some evidence of
points but not
valid points but too
Acceptable use of
Could have had
done more research
and shown more
attention to detail on
are far too short and
Follows a report
structure but far too
requirements of the
briefing and no
evidence of a proper
Very limited research
and use of
Weak on Harvard
Hardly any research
references. Little or
no awareness of
Marks out of 100
Feedback is designed to support your learning and preparation for both the final assessment and your future
professional career. You will receive feedback from the class activities throughout this Semester as well as
the 1-2-1 feedback opportunity outlined for your final assessment preparation below.
Final Individual Report Feedback
I understand that this is the second semester in the final year of your degree and how important this is. I am
totally committed to supporting you all of the way throughout this module and all I ask is that you attend
regularly and manage your time well in the preparation of the final assessment.
As the report is individual, it is not feasible to use the seminars for feedback with so many students involved.
Therefore, I will be arranging a series of 1-2-1 surgery sessions (face-to-face) in the final weeks of the
module leading up to Friday 12/04/2019 when we break for the Easter vacation. It is not possible to see
students on our return on Monday 29/04/2019 as it is one day before the deadline. It would be impossible
for you to action any advance feedback on your draft report effectively. It is therefore imperative that you
prepare a full draft before Easter to avail of the 1-2-1 feedback opportunity. Please note the feedback is
provided in person through dialogue and discussion, not by email.
If you manage your time well you will not only receive feedback on your draft report but you will be able to
ensure this report is finished in good time and to focus on your other final assessments and exams due in
The precise dates and times will be announced in the assessment section of the Moodle site for the module.
The assignments on this module will be submitted through Turnitin under the ‘Assessment’ section of the
Moodle site for this module. Turnitin is a web-based tool that supports the development of good academic
practice when preparing written work for assessment. This text-matching tool allows academic staff to check
assignments for improper use of sources or potential plagiarism by comparing it against continuously updated databases (including web-pages and other student work).
Late submission of assessments
Students who submit work late, will receive a mark of ZERO for that element of assessment.
If circumstances outside of your control (for example, medical or personal circumstances) affect your ability
to meet an assessment deadline or attend an examination then it is ESSENTIAL that you notify your module
leader and submit a Mitigating Circumstances Request form. You will be required to provide satisfactory
documentary evidence to support your claim. The only exception to this is for very short extensions (up to one
week) to an assessment deadline, where you may be allowed to self-certify your difficulties if there is a valid
reason why you cannot provide evidence.
If you submit a claim of mitigating circumstances later than an assessment deadline, then you will not only
need to demonstrate that you were affected by these circumstances but you will also need to provide evidence
that you were unable to submit your claim by the deadline.
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