GreedyGame: Leveraging Online-Gaming for Brand Storytelling
(9 pages of text)
Founded in 2015, GreedyGame Media Pvt. Ltd. (GreedyGame) had a mission to develop culturally relevant gaming content into which ads could be seamlessly integrated so as not to compromise the user experience. Through this approach, organizations would also be able to target their users more sharply. The market looked promising, and the opportunity was ample, but gaming as an industry was still new to India, especially for its inclusion in business. There were many challenges from both the gaming side and the advertising side. GreedyGame had to find the right business model to create an ecosystem with cost-sharing between multiple stakeholders and to expand revenue streams beyond advertisers. In 2017, the company’s co-founders wondered what their go-to-market strategy should be. Should they raise funds and continue on the same path they had been on, or should they look to find new collaborators and partners?
After working through the case and assignment questions, students will be able to do the following:
- Understand the challenges of the gaming business in emerging economies such as India.
- Appreciate how to monetize new business models in technology-intensive sectors.
- Explore new platforms and mediums that brands can use to connect with New Age and Generation Z consumers.
- Appreciate the importance of collaborations and alliances in today’s shared marketplaces to ensure the sustainability of business.
India, Small, 2017
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