For this assignment, you are in charge of the Marketing team at Demagogue Digital Studios - a fictitious game design com

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For this assignment, you are in charge of the Marketing team at
Demagogue Digital Studios - a fictitious game design company - who
released their new game, Droidlocks & Dragons, to coincide with
the December holiday season. Droidlocks & Dragons is a
massively multiplayer online role-playing game (MMORPG) set in a
sci-fi/fantasy realm where players pay a monthly subscription fee
to play and can make in-game purchases with real currency
(microtransactions). The game draws heavily from Dungeons &
Dragons and popular sci-fi culture. The game’s initial sales were
not great and dropped off significantly after the first few months,
and the in-game microtransactions were much lower than expected.
Demagogue Digital Studios commissioned in-depth market research to
try to understand why their current customers weren’t buying
in-game content and why they were struggling to attract new
customers. The research team’s answer? Demagogue had marketed
Droidlocks & Dragons heavily toward the male market and focused
their additional content on what they expected their male gamers to
want - the most-promoted in-game content was the Real Man’s Real
Manly ManGun™, for example. However, the research team found that
the majority of players were women - and the most purchased in-game
item by far was the IonRapier. While female players loved the
gameplay, they were put off by the heavily male-skewed additional
content (like the Real Man’s Real Manly ManGun™), as well as the
objectification and thin characterisation of female players and
characters. The research team also found a strong correlation
between the release of a new campaign update (called Lancealot) and
the cancelation of a number of subscriptions - mostly women. The
new campaign included narrative and content that, while not overtly
encouraging misogyny, definitely did not strike the right tone.
With regard to the current marketing campaigns, placement was
focussed on the expected target market as well as gaming magazines,
stores, and websites. None of the ads performed particularly well.
The ads that had the highest ROAS (this is not saying much, as
these barely reached industry benchmarks) were those that showed
group shots and scenes - especially those where female characters
took the fore - while those that performed the worst usually
depicted male characters exclusively. Interestingly, the research
team noted that the marketing material for the Lancealot update was
routinely the worst performer. In light of the research team’s
findings and insights, EXCO have now decided to rebrand Droidlocks
& Dragons. This is an organisation-wide undertaking, with
character redesigns, reimagining of additional content for
microtransactions, and even narrative alterations. Your job, as
head of the marketing team, is to outline how you will redesign
your marketing strategy to align with the customer insights from
the research team.
5. What tactics would you use to meet your objectives? Justify
your answers. Be sure to be thorough and include information on the
customer journey as well as your choice of media mix, placement,
and content. [20 marks?]