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Kasus 05 (2 Kasus dikerjakan semua)

Angry Birds Make Mobile Game Developers Happy


Have you ever played popular mobile games such as Angry Birds, Candy Crush, or
Pokémon Go? For years, games have been the most popular type of mobile app,
second only to news apps. According to Business Insider, over 20% of the apps in
Apple’s App Store were mobile games, the largest category. While many apps in this
category are free, 93% of app downloaders are willing to pay for game apps,
compared to 76% for news apps. While the average time that people spend playing
mobile games is only about 2 minutes a day, “core gamers,” or the 20% that spend
the most time playing, can log 1.6 hours a day or almost 12 hours a week. Revenue
from the 2016 mobile game market is estimated to exceed $36 billion, and expect it
to rise to over $52 billion by 2019.
To put this in perspective, in 2009, iOS and Android mobile gaming apps accounted
for just 11% of the portable (handheld) gaming market dominated by Sony and
Nintendo. By 2017, mobile games accounted for 37% of the overall gaming market.
It is also the fastest growing segment (+21.3%) compared to PC games (+3.4%) and
game consoles (+0.9%). Clearly, mobile gaming apps have become a disruptive
force in the marketplace, displacing two historically strong companies who
underestimated the potential of the mobile platform for gaming. Even more
impressive is the fact that the aforementioned statistics are based on revenues
produced by paid downloads and don’t reflect the millions of free games downloaded
every year. But even free games make money through advertising and in-app
purchases. Some games, such as Angry Birds, become so popular that they
generate additional revenue through sales of game-related merchandise

1. Why did established companies such as Nintendo and Sony fail to gain an
early position in the growing mobile gaming market?
2. How are mobile games different from traditional video games? What
advantages do mobile game apps have over traditional video games?
3. Gaming and social media are among the most popular mobile app categories
in the Indonesia. What do you think this says about the role of mobile devices
in the lives of Indonesian consumers?
4. Since many gaming apps are free, how do developers make money in this
category?
5. From a business perspective, what evidence suggests that the mobile gaming
market represents a significant marketplace?

JAWAB:
1. Perkembangan teknologi handphone menjadi smartphone yang semakin
canggih dan dapat memenuhi kebutuhan manusia dalam berkomunikasi,
bekerja, dan kebutuhan entertain, serta didukung dengan jaringan internet
yang semakin cepat membuat para developer game bersaing menciptakan
inovasi game baru dengan memanfaatkan kedua piranti tersebut. Developer
game melihat peluang market yang besar mengingat pertumbuhan penjualan
smartphone juga semakin tinggi setiap tahunnya. Hal ini mendorong
developer game membuat game dalam bentuk aplikasi mobile yang dapat
dipasang di smartphone masing-masing pengguna. Beberapa developer
game yang hanya membuat game yang hanya dapat dipasang di PC
sekarang game tersebut dapat dipasang di smartphone dalam bentuk mobile
game. Hal ini sekaligus menciptakan budaya baru dalam menikmati game
online maupun game tradisional yang harus menggunakan konsol seperti
nitendo dan sony.
2. Mobile game dan tradisional game memiliki perbedaan mencolok dalam hal
mobilitasnya. Mobile game mendukung user untuk dapat memainkan game
tersebut dimana saja dan kapan saja menggunakan smartphone yang
spesifikasinya mendukung game tersebut. Berbeda dengan tradisional game
yang membutuhkan banyak atribut untuk dapat memainkannya. Dalam
perbedaan yang mencolok inilah terdapat beberapa kekurangan maupun
kelebihan masing-masing, yaitu:

No. Mobile Game Tradisional Game


Harga Butuh biaya lebih Lebih terjangkau
1.
tinggi untuk karena alatnya
mendapatkan cenderung murah
smarphone yang
memenuhi
spesifikasi untuk
memainkan dan
mendapat
kepuasan dalam
hal grafik (dsb).
Banyak mobile
game yang
memiliki In-App
Purchase
Kepuasan gaming Tidak dapat Dapat
2.
memainkan memainkan game
game dengan dalam tempo
tempo cepat apapun dan
sehingga perlu menjamin
membeli game visualisasi yang
controller untuk lebih baik
smartphone,
visualisasi masih
kalah jauh
dengan game
tradisional yang
harus
menggunakan
konsol atau pc
Kemudahan Memiliki Tidak dapat
3.
mobilitas tinggi dibawa kemana-
mana karena
memiliki piranti
game khusus
untuk mendukung
permainan
3. Handphone yang dulu tugasnya terbatas untuk komunikasi (telepon dan sms)
kini beralih fungsi semenjak ponsel semakin pintar dan menjelma menjadi
perangkat yang berguna sehingga disebut smartphone. Perannya kini sangat
dibutuhkan untuk menjelajah internet maupun partner dalam menuntaskan
pekerjaan. Mungkin karena inilah pertumbuhan penjualan smartphone tahun
2018 di Indonesia naik 17,1% dibanding tahun lalu (teknokompas, 2019).
Jumlah penduduk Indonesia yang mencapai 250 juta jiwa juga menjadi faktor
Indonesia menjadi pangsa pasar besar. Sebagian pengguna smartphone
adalah kalangan milenial dan generasi z yang sangat menyukai pengalaman
menarik melalui game dan sosial media. Besarnya market di Indonesia turut
mendorong banyaknya konsumen yang menyukai aplikasi gaming dan sosial
media. Kedua kategori ini dapat memenuhi kebutuhan entertain pengguna
smartphone di Indonesia. Selain itu, banyak konsumen membantu
mengembangkan bisnis mereka.
4. Cara developer game mendapatkan penghasilan dari game gratis adalah:
 Memasang iklan: developer banyak menambah banner ads, overlay
ads, maupun interstitial ads atau bekerja sama dengan google
adsense.
 In-App Purchase: developer mengembangkan beberapa item premium
bersifat tambahan untuk mendukung permainan dalam game yang
dibuat. Untuk mendapatkan item khusus tersebut makan user
diharuskan membelinya terlebih dahulu.
Wireless Marketing and Advertising in Action
Industry analysts expect advertising in the mobile channel to heat up. Increasing
numbers of smartphones, better browsers, enhanced GPS capabilities, and better
ways of measuring advertising effectiveness are all factors powering this growth. The
following are a few examples of wireless advertising in action.
 Location-Based Marketing Many apps that people use for shopping, travel,
entertainment, and product/service reviews provide information useful to advertisers.
In addition, many of these apps provide information about a user’s GPS location
while others employ a “mobile check-in” strategy. As previously discussed, many
retailers are deploying in-store tracking with the use of apps. Advertisers can use this
information to generate targeted in-app advertising messages, increasing the
chances that the ads will lead to a purchase transaction.
Foursquare.com was one of the most popular apps in the emerging field of mobile
location-based marketing and mobile advertising. It used social media and
gamification to encourage users to share their location through mobile check-in.
However, now that many other apps and social media platforms offer similar
features, Foursquare has become less popular. But the number of companies using
location-based marketing continues to increase.
Mobile location-based marketing A marketing strategy that uses information from
a mobile device’s GPS or customer’s mobile check-in on a social network to
determine the content of marketing communications they receive on the device (e.g.,
advertisements, coupons, special offers).
 Mobile Location-Based Marketing A marketing strategy that uses information from
a mobile device’s GPS or customer’s mobile check-in on a social network to
determine the content of marketing communications they receive on the device (e.g.,
advertisements, coupons, special offers).
Another location-based mobile marketing app is Shopkick. When the Shopkick app
is activated, users receive points when they visit a participating retailer. Retailers use
the app to encourage and reward specific kinds of shopper behavior. Shopkick
points are used to reward consumers for visiting specific locations in a store,
purchasing products, scanning featured products, and even participating in brief
surveys. Shoppers often receive targeted discounts and promotional offers when
they are in a store. Shopkick users can trade in their points for restaurant vouchers,
iTunes cards, or gift cards from participating retailers.
 Augmented Reality (AR) AR apps superimpose computer-generated graphic
images on pictures of real things (e.g., people, rooms, buildings, roads, etc.). This
technology can be used by advertisers in several ways. For instance, a mobile
phone user might point his or her phone camera at an office building and activate an
AR app that generates the logos of all food-service outlets (e.g., Starbucks, Subway,
McDonalds) inside the building. Furniture retailer IKEA offers shoppers an AR app
that allows them to project images of its products onto pictures of the rooms in their
homes so they can “visualize” how the products will look. Legos and Converse also
use AR to help customers visualize their products. Industry experts expect that AR
advertising will grow as smartphone users become more familiar with the concept.
You can find several interesting examples of AR applications on YouTube. Simply go

to YouTube and enter “augmented reality” in the search engine.


 Mobile Search Almost 60% of all Internet searches are conducted from a mobile
device, and over half of all Web traffic comes from mobile devices. As a result,
Google and other Internet search engines now use the performance of a company’s
mobile website as part of the criteria for ranking listing in search results. SEO
specialists must now focus on a set of new factors for optimizing websites for mobile
search to help companies maintain their status in search listings. Marketers need to
think about context or how the things that people look for using a mobile device differ
from the things they search for on a PC. For instance, 88% of all searches with the
phrase “near me” come from mobile devices. This should then shape the content
used on a company’s mobile website to influence ranking by search engines and to
provide the most useful information to consumers. Some companies, such as Yellow
Pages, use location-based technology to create mobile directory apps that allow
users to find services near their current location.

1. Although the benefits of location-based apps for business are perhaps


obvious, many previous attempts to get people to use apps that identify their
location have met with limited results. Why do you think consumers are less
enthusiastic about location apps and what would it take to prompt people to
use a location-based app regularly?
2. What kind of information do you think people are most likely to search for with
their smartphone? Based on your answer, what specific kinds of information
should retailers make readily available on their mobile websites?
3. At present, AR apps are still relatively new and have not enjoyed high levels of
adoption. What do you predict will happen with this technology? What
applications of AR seem most interesting to you? What barriers will have to be
overcome to get people to use this technology?