Mousehunt strategy analysis

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  • Publié le : 29 avril 2010
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Introduction ………………………….……………………………………….... 1
First part: Mousehunt consumer communication strategies…………...….….. 2-4
Second part: Mousehunt digital communications’ strategies………….…….…. 5
Third part: Evaluation of the digital communications’ strategies………....…… 6
Conclusion………………….……………………………………………….….. 7
References……………………………..……………………………….…… 8-10
{draw:frame}INTRODUCTION
Mousehunt. This Facebook application was officially launched on 7 March 2008 by HitGrab and has become, in the space of a year and a half, one of the most well-liked online games. This application is very popular among Facebook users and has approximately 429.000 monthly active users. Mousehunt is even one of the winners of the FbFund and was rewarded a $250,000 grant to keep onimproving. The concept is really simple: the player is a hunter and must catch mice with the assistance of traps and cheese. This game bears no resemblance to arcade games as all you have to do is waiting for 15 minutes to be able to sound the Hunter’s Horn again. You need to sweat it out if you want to gain experience and be able to use new accessories, the aim being to become the best hunter of theland. So what makes this game so special and addictive?
In a first part, we will analyze the Mousehunt consumer communication strategies thanks to Porter’s five forces and we will bring out the challenges it has to face.
In a second part, we will describe the digital communications’ strategies adopted by Mousehunt.
Finally we will evaluate these strategies and specify if they are suited toMousehunt business model.
FIRST PART
Mousehunt was officially released consequently to the success of the beta version among testers who praised it. That shows that, from the beginning, Mousehunt developers attached importance to the opinion of the users and tried to conform to it. This can explain the consumer communication strategy they have chosen to implement: involve the customers inall the stages of development of the game by constantly interacting with them whether it is to inform them of the updates and adjustments made to the game or to get their opinion on the possible enhancements. Their aim is to get close to the game’s users in order to meet every of their needs. The best way to get people involved is to make them feel that they belong to a community and are crucialfor the future of the game. Based on this idea, Mousehunt has created a big community in which developers and players are part of a big family and work together to establish Mousehunt as one of the leading players on the market. The fact that Mousehunt is only available via Facebook platform is a telltale sign of the nature of the game itself. Mousehunt positions itself as a social game which is, inessence, generates belonging and gathering. Facebook users are all members of the social networking family and therefore are used to this kind of communication. Recently, Mousehunt developers even opened the Facebook fanboxes to the public to allow players to share their passion for the game on their own website and get real-time updates. They are given to receive private messages fromdevelopers, take part in surveys and be suggested to try and share new applications with friends. And that is all the point of using Facebook as gaming platform.
This consumer communication strategy turns out as being lucrative but one cannot ignore that the market of online gaming is undergoing rapid change. That is the reason why we have to consider carefully this strategy within the framework of thecurrent market with its threat and opportunities without missing out the competitors. To do so, we are going to have a close look at each Porter’s force.
The first one is the threat of new entrants. Given that the social game market is growing, many new developers may be willing to give it a try and enter the market. Indeed, the market of social gaming is easy to access and to exit. Facebook...
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