Abstract

The case is answering the main question: How can a newly created video game company which develops and updates only one single “Free to Play” game can generates revenues of over 150$ million per year? And many more subjects related to it such as competition, managerial and start-up issues. It gives an overall market analysis of the industry as well as explaining the business model behind the success of the targeted company. Furthermore, this case writing is emphasizing on the importance of Marketing for a start-up or any organization and how it can directly impact on profits. Backed up by real facts rather than assumptions or hypothesis, the case will follow & explain the success of the company “called Riot Games” as well as defining the road ahead and potential challenges in the video game industry. In addition, this case is focusing on a new and booming industry “E-sport” where Riot Games is actually and has been the leader for five consecutive years. Marketing is considered a “controversial science” in today business world, which is still looked down upon nowadays by many specialists. The purpose and learning goals of this case is to prove & explain to the reader how critical it is to understand the customer needs, to create a product that fits what potential customer wants and be proactive by listening to its community. All in order to actually stay ahead of competitors by updating and upgrading the product consequently and reaching real “success”: meaning long term profitability as well as exceeding initial goals.

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