Jie Liang Hang
Patrick Kwon
Johnson Lightfoote
Daniel Moon
Jeff Wong
Overview
 DIMG
 Video Game Value Chain
 Porter’s 5 Forces
 SWOT Analysis
 Publishing and Development
 Brand and Marketing
 Recommendations
Disney Interactive Media
Disney
Interactive
Studios
Disney
Online
Studios
Disney
Mobile
Disney
Interactive
Media
Group
(DIMG)
2008
Video Game Value Chain
Designers and
Developers
Publisher
Distributor
Retailer
Consumer
Porter’s 5 Forces
Threat of New
Entrants
(High)
Bargaining
Power of
Suppliers
(MediumHigh)
Competitors
(High)
Threat of
Substitutes
(High)
Bargaining
Power of
Buyers
(High)
SWOT Analysis
Strengths
-Publishing and
Development
-Brand Image
-Disney Marketing
Strategy
Weaknesses
-Disney’s Wholesome
Image
-Current Use of Video
Games as Marketing
Tool
Threats
Opportunities
-Recent M&A
-Talent Pool
-Recent Trends Towards
Social Gaming and
Cloud Computing
-Increase in Small
Independent
Developers
Publishing and Development
 Reduced Conflict
 Reduced Costs
Cost Breakdown of $60 Game
VAT
19%
Publisher
30%
Retailer Margin
25%
Marketing
4%
Licensing
20%
Distribution/Co
st of Goods
2%
Brand Image and Marketing Strategy
 One of the most recognizable brands in the world
 Recognizable characters
 Large customer base
 Large distribution network
 Profit Multiplier
Recommendations
 Encourage Creativity
 Reverse Marketing Flow
 Mergers, Acquisitions, and Partnerships
 Staple Video Game
Questions?