Cinema! : a proposition on how to design and position the game in the digital boardgame market
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/21815 |
Resumo: | This master thesis evaluates the potential of a new product, a Digital Boardgame named Cinema!. The main objective of this study is to design and position the game in the Digital Boardgame market. The dissertation defines Cinema! relevant market, presents its main competitors, specifies its competitive advantages, proposes a segmentation and targeting strategies and, finally, suggests a go-to-market plan. The methodology included the development of interviews and an online questionnaire, the testing of the game prototype and Cinema!’s competitors with three focus groups, as well as, an analysis of the product development costs. Cinema! intends to be an original party game to play with friends and family. The game is the result of the founder’s passion for cinema and combines the best of the traditional boardgame and the digital markets. The long term vision is to go beyond cinema and extend this innovative digital boardgame to other areas, such as, sports and cooking. The size of the business opportunity is estimated to be 41,5 million potential users, in a market for game Apps valued at $1,629 billion (2016) and with an annual growth rate of 6,275%. The success of Cinema! depends on two key activies: product development and marketing. The prototype gameplay tests showed Cinema! has a great potential, presenting a challenging game mechanics and an appealing game design. However, every day 500 new Apps are launched, making it difiicult to stand out in such a competitive environment. Thus, the importance of the strategic marketing positioning developed in this thesis. |
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Cinema! : a proposition on how to design and position the game in the digital boardgame marketDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis master thesis evaluates the potential of a new product, a Digital Boardgame named Cinema!. The main objective of this study is to design and position the game in the Digital Boardgame market. The dissertation defines Cinema! relevant market, presents its main competitors, specifies its competitive advantages, proposes a segmentation and targeting strategies and, finally, suggests a go-to-market plan. The methodology included the development of interviews and an online questionnaire, the testing of the game prototype and Cinema!’s competitors with three focus groups, as well as, an analysis of the product development costs. Cinema! intends to be an original party game to play with friends and family. The game is the result of the founder’s passion for cinema and combines the best of the traditional boardgame and the digital markets. The long term vision is to go beyond cinema and extend this innovative digital boardgame to other areas, such as, sports and cooking. The size of the business opportunity is estimated to be 41,5 million potential users, in a market for game Apps valued at $1,629 billion (2016) and with an annual growth rate of 6,275%. The success of Cinema! depends on two key activies: product development and marketing. The prototype gameplay tests showed Cinema! has a great potential, presenting a challenging game mechanics and an appealing game design. However, every day 500 new Apps are launched, making it difiicult to stand out in such a competitive environment. Thus, the importance of the strategic marketing positioning developed in this thesis.A presente tese avalia o potencial de um novo produto, um Digital Boardgame - Cinema!. O objetivo da dissertação é sugerir uma forma de desenvolver o design e posicionar o jogo no mercado Digital Boardgame. O estudo define o mercado relevante do Cinema!, apresenta os seus concorrentes, especifica as suas vantagens competitivas, propõe uma estratégia de segmentação e targeting e sugere um go-to-market plan. A metodologia compreendeu o desenvolvimento de entrevistas e de um questionário online. Incluiu também o teste do protótipo do jogo e dos concorrentes com três focus groups, bem como uma análise dos custos de desenvolvimento do jogo. Cinema! é um party game para jogar com amigos e familiares. O jogo é o resultado da paixão do fundador por cinema e combina o melhor do mercado tradicional dos jogos de tabuleiro e do mundo digital. A visão de longo prazo é ir para além do cinema e estender a outras áreas de interesse, como o desporto. O potencial de utilizadores está estimado em 41,5 milhões, num mercado de game Apps avaliado em $1,43 biliões (2016), com uma taxa de crescimento de 6,275%. O sucesso do jogo depende de duas actividades chave: desenvolvimento do produto e marketing. A experimentação do protótipo mostrou que o Cinema! tem um grande potencial, apresentando uma mecânica de jogo desafiante e um game design apelativo. Contudo, cerca de 500 Apps são lançadas diariamente, fazendo com que seja dificil destacar-se da concorrência. Daí a importância da estratégia de posicionamento de mercado desenvolvida nesta tese.Lino, Rute Sofia Barbosa XavierVeritati - Repositório Institucional da Universidade Católica PortuguesaLeite, Lourenço de Simões Pinto2017-03-15T15:32:41Z2017-02-1420172017-02-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/21815TID:201666979enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:27:57Zoai:repositorio.ucp.pt:10400.14/21815Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:08.680899Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
title |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
spellingShingle |
Cinema! : a proposition on how to design and position the game in the digital boardgame market Leite, Lourenço de Simões Pinto Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
title_full |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
title_fullStr |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
title_full_unstemmed |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
title_sort |
Cinema! : a proposition on how to design and position the game in the digital boardgame market |
author |
Leite, Lourenço de Simões Pinto |
author_facet |
Leite, Lourenço de Simões Pinto |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lino, Rute Sofia Barbosa Xavier Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Leite, Lourenço de Simões Pinto |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This master thesis evaluates the potential of a new product, a Digital Boardgame named Cinema!. The main objective of this study is to design and position the game in the Digital Boardgame market. The dissertation defines Cinema! relevant market, presents its main competitors, specifies its competitive advantages, proposes a segmentation and targeting strategies and, finally, suggests a go-to-market plan. The methodology included the development of interviews and an online questionnaire, the testing of the game prototype and Cinema!’s competitors with three focus groups, as well as, an analysis of the product development costs. Cinema! intends to be an original party game to play with friends and family. The game is the result of the founder’s passion for cinema and combines the best of the traditional boardgame and the digital markets. The long term vision is to go beyond cinema and extend this innovative digital boardgame to other areas, such as, sports and cooking. The size of the business opportunity is estimated to be 41,5 million potential users, in a market for game Apps valued at $1,629 billion (2016) and with an annual growth rate of 6,275%. The success of Cinema! depends on two key activies: product development and marketing. The prototype gameplay tests showed Cinema! has a great potential, presenting a challenging game mechanics and an appealing game design. However, every day 500 new Apps are launched, making it difiicult to stand out in such a competitive environment. Thus, the importance of the strategic marketing positioning developed in this thesis. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-03-15T15:32:41Z 2017-02-14 2017 2017-02-14T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/21815 TID:201666979 |
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http://hdl.handle.net/10400.14/21815 |
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TID:201666979 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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