World of WarCraft Group 2

Customer Segments

CUSTOMER ANALYSIS Young Technology-Savvy; Driven By Entertainment Purchase Problems: lack of steady income, quickly move on to next “hot” item. Benefits Sought: Entertainment, escape from day-to-day life. Purchase History: Continued subscription, returning if interrupted. Characteristics: Very comfortable with tech and virtual worlds, primarily a way to “pass the time”. Use Situation: In free time, somewhat heavy but continuous. Young Technology-Savvy; Driven By Entertainment Growth Trends: Was growing strong, slight dip this year. Buying Behavior: Largely peer-influenced, affected by other releases. Size: 8 million worldwide.

Competition segments MMORPG’s Rift Aoin Entropia Guild Wars Star Wars: The Old Republic Free MMORPG’s RuneScape Fiesta Online Second Life Evony Battlestar Galactica Internal Competition (Blizzard Entertainment Products) Diablo StarCraft Computer Games Dead Space 2 Mass Effect 3 Dragon Age 2 Portal 2 RAGE Game Systems Nintendo Wii Sony Playstation 3 Microsoft XBOX 360 Nintendo DS Sony PSP Go Alternative Entertainment Movies/DVD Board Games Music/IPod/IPad Television Books/E-Reading Telephone/Smartphones Sports

Competition ANALYSIS Direct Competition: RIFT (Trion Worlds) Position/Trends: Innovation/MMO market changes daily. Scope/Objectives: Rift was created as an “improvement of existing MMO games” Capabilities/Weaknesses: -Strong Investors -”Launched in WoW’s Shadow” Positioning Strategy: Innovative (Just launched first high end graphics F2P) Target Markets: Rift is our “love letter” to the gamer who has followed the natural progression of MMO gaming Direct Competition: RIFT (Trion Worlds) Unique Capabilities: Several big name investors. Competitive Advantage: One of the first MMORPG with high end graphics that ran across several platforms.

Marketplace

Marketplace ANALYSIS Growth Rate/Life Cycle: Actual/Potential Size: Participants/Structure: Cost/Profitability: Trends/Success Factors: Historical Background:

Environmental Trends Economic downturn Technology innovations- hardware (graphics cards, processors, etc) Technology innovations- software (development of new games, more realistic virtual worlds) Aging of customers Increase in health focus on national scale, fighting obesity, increasing activity International conflict

Environmental analysis