Chapter 13 – Crafting a Deployment Strategy
- Deployment Tactics in the Global Video Game Industry
- Pong: The Beginning of an Era
- The Emergence of 8-Bit Systems
- The 16-Bit Video Game Systems
- 32/64 Bit Systems
- 128-Bit Systems
- The Seventh Generation: A Second Round of Competition in 128-Bit Systems
- The Eight Generation: Increasing Competition from Mobile Devices
- Overview
- Launch Timing
- Strategic Launch Timing
- Optimizing Cash Flow versus Embracing Cannibalization
- Licensing and Compatibility
- Pricing
- Distribution
- Selling Direct versus Using Intermediaries
- Strategies for Accelerating Distribution
- Marketing
- Major Marketing Methods
- Tailoring the Marketing Plan to Intended Adapters
- Using Marketing to Shape Perceptions and Expectations
- Summary of the Chapter
- Discussion Questions
- Suggested Further Reading
- Endnotes