Cinema! : a proposition on how to design and position the game in the digital boardgame market

• Autor(a) principal: Leite, Lourenço de Simões Pinto
• 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
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.