Gaming is big business. In the “2024 State of Gaming Report” jointly published by advertising agency Dentsu and consumer research company GWI, the global gaming market has reached USD184 billion, dwarfing the

Section A (100 Marks)

Answer all questions in this section.

Question 1

Gaming is big business. In the “2024 State of Gaming Report” jointly published by advertising agency Dentsu and consumer research company GWI, the global gaming market has reached USD184 billion, dwarfing the combined music (USD28.6 billion) and film (USD33.9 billion) markets. Based on Newzoo’s data, 23% of gaming revenue derives from PC games, 28% from console games, with almost half from mobile games. 2.4 billion people around the world use a device to play games, with the average age of a gamer going up from 33 years of age in 2015 to 37 in 2024.

Select a gaming company that you find to be innovative and answer the following questions.

Limit your main text discussion to 2,000 words, including in-text references.

Question 1a

Apply relevant strategic tools and frameworks to conduct an internal and external environment analysis for your selected company. (15 marks)

Question 1b

Appraise the strategies that your selected company employed to achieve this significant success. (40 marks)

Question 1c

Propose not more than THREE (3) new strategies so that your selected company can have continued success. (45 marks)