Indonesian Local Game Developer Marketing Strategy Analysis: Consumer Perspective

Farid Adi Prasetya, Kussudyarsana Kussudyarsana

Abstract

This research aims to analyze the marketing strategies of mobile game developer in Indonesia. This research uses mixed-methods approach with sequential-exploratory design through in-depth interviews with game users and reviewers, in the first stage, to obtain qualitative data including internal and external factors of Touchen Games (local game developer).. In the next step, the ranking and weighting was carried out using analytic hierarchy process (AHP) through pairwise comparisons. This research finds that the Touchen Games Developer is in a hold and maintain position. Intensive marketing strategy is suitable for Touchen Games, including improvement of 3D graphics quality, enrihment of game levels and filtering advertisements in order to maintain the game lifecycle and attract new consumers. This research enriches the previous literature on software marketing strategy, especially in terms of internal and external aspects as strategic considerations. The following research is expected to explore game-bearer marketing strategies from the perspective of companies, not just consumers.

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