Othellonia: Growing a mobile game case study

Find alternative growth options, any implications for DeNA's business model for each growth option and identifying the marketing tactics that you would use for each option.

• The case identifies three growth options: acquire users, engage users and improve monetization. You should identify 2 additional growth options.
• The bulk of the marks in this section are for identifying the implications for the firm's current core competencies and competitive advantages, and the marketing tactics for each option.
• Does each alternative leverage the firm's core competencies and competitive advantages? If so, how? Does it require the development of any new competencies or competitive advantages? If so, what is it and how difficult will it be to develop?
• Your marketing tactics should be limited to 3 - 5 tactics for each alternative and each one should be a 1 sentence bullet point.
• For example, if the alternative is increasing retention, you would want to provide tactics to increase retention amongst light, moderate and maybe even heavy users.