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Monetization and marketing of computer games

  • Class 15
  • Practice 30
  • Independent work 75
Total 120

Course title

Monetization and marketing of computer games

Lecture type

Obligatory

Course code

23-02-575

Semester

3

ECTS

4

Lecturers and associates

Course overview

This module introduces students to monetization and marketing models and strategies for computer games.

This module is core to Game Development subspecialisation and provides the foundation for making computer games visible, well marketed and successfully monetized. Skills learnt in this module will contribute significantly to students’ development as professionals in respecting fields.

Students will learn:
• About marketing strategies and rankings.
• How to define marketing activities and marketing activity execution plan.
• About monetization models and strategies.
• About strengths and weaknesses of game marketing and monetization strategies.

The module assessment is based on solving a series of smaller practical tasks and on individual student projects that produce a marketing and monetization documents.

Literature

Essential reading:
1. Perreault, W., Cannon, J. and McCarthy, J. (2013) BASIC MARKETING: A Marketing Strategy Planning Approach. New York City: McGraw-Hill Education.
Recommended reading:
1. Lerner, C. (2017) Explosive Growth: A Few Things I Learned While Growing To 100 Million Users - And Losing $78 Million. New York City: Clifford Ventures Corporation.

Download student guide

Minimal learning outcomes

  • Review the existing marketing strategy for a computer game and rank the position of a computer game in the market.
  • Recommend marketing activities necessary to achieve the defined goals and a plan for the implementation of selected activities.
  • Recommend a marketing strategy for own computer game.
  • Critically evaluate the pros and cons of the game for the purpose of monetization.
  • Recommend parts of the computer game suitable for monetization and suggest a monetization strategy.

Preferred learning outcomes

  • Review the existing marketing strategy for a computer game, rank the position of a computer game in the market and suggest improvements.
  • Recommend marketing activities necessary to achieve the defined goals and a plan for the implementation of selected activities and implement on an existing computer game.
  • Recommend a marketing strategy for own computer game and analyse the outcome compared to competitors.
  • Critically evaluate the pros and cons of the game for the purpose of monetization and suggest how to improve.
  • Recommend parts of the computer game suitable for monetization, suggest a monetization strategy and highlight the most unsuitable parts of the game for monetization.