Marketing in a Global Economy: Identifying Growth Opportunities for Australian Video Game Developers in South Korea

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Executive Summary Scoffed at by many during its infancy, the global video gaming industry has become a multi-billion dollar enterprise today that promises continued strong growth in the future. With several platforms and thousands of game titles available in hundreds of languages, video gaming systems are increasingly popular among young and old players alike. Although uptake patterns continue to shift among major target countries, video game demand, particularly online gaming, remains strong in countries such as South Korea. The objective of this report was to identify a country in Asia that would be a favorable market for a product launch from Krome Studios, currently Australia's largest video game developer. Krome Studios has a proven track record of success that makes it especially well situated to expand its international operations into a growth market such as South Korea. In this regard, the results of the research showed that South Korea represents the most favorable target country at present for Krome's business goals and recommendations are provided in support of this initiative. Table of Contents Page 1. Introduction ……………………………………………………………………… 1.1 Overview of Product and Company ……………………………………… 1.2 Purpose of the Report ……………………………………………………… 2. Country Selection ……………………………………………………………… 2.1 Rationale for Choosing South Korea for Product Launch ……………… 2.2 Plan for Entering South Korean Market ……………………………… 3. Situation Analysis

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