Executive summary

This section contributes to the short description of the marketing project for Frontiers Developments Company which is a UK-based video game developer and publisher that is well known for its popular games. In this report, discussion would be made on the various aspects including the current products and services offered by the company like as Elite dangerous, Jurassic world evolution, etc. Also, in this report customer segments will be discussed that contributes to the age between 16-35 who are the targeted audience and clients or this company that includes Gamers, Simulation enthusiasts, Science-fiction fans, Casual gamers, also discussing the factors and trends that impacted the marketing approaches of the frontier’s developments that includes Technological Innovations, Economic Factors, Consumer Behaviour and Preferences and also some trends that includes Rise of mobile gaming, Continued growth of e-sports, Focus on virtual and augmented reality, Integration of social media. After all, the marketing mix will be discussed that decides the development and growth of the company and these marketing aspects found out to be pricing strategies, products strategies, promotional strategies, and finally the place strategies. These all aspects collectively decide the growth and development of the organization. Also, discussion is made based on the sustainability approach for the company for its effective growth and also identifying the necessity and significance of the digital marketing in the marketing criteria of the company to utilize the digital technologies in an effective way for better outcomes and results.

Table of Contents

Background of Frontier Developments Company. 4

Current Products/services offered by Frontiers Developments. 4

Customer segments of Frontiers Developments. 5

Factors affecting the marketing approach of the company. 5

Trends affecting the marketing approach of the company. 7

The marketing mix of Frontiers Developments. 8

Reflection on the current activities of Frontiers Developments. 9

Conclusion. 12

Recommendations. 13

References. 14

Background of Frontier Developments Company

Frontier Development is a video game development company based in Cambridge, United Kingdom. The company was founded in January 1994 by David Braben and Ian Bell. The two developers created the ground-breaking game Elite in 1984 and later formed Frontier to continue developing their unique brand of games.

Since its start, Frontier has developed a diverse range of video games for a variety of platforms, including PC, consoles, and mobile devices. Some of their most notable titles include the Roller-coaster Tycoon series, the Zoo Tycoon series, Planet Coaster, and Elite Dangerous. These games have earned widespread critical acclaim and have sold millions of copies worldwide. Frontier has also been a leader in the development of virtual reality games, with the release of Roller-coaster Tycoon Joyride for PlayStation VR and Elite Dangerous for Oculus Rift and HTC Vive. In recent years, Frontier has expanded its operations with the opening of a subsidiary studio, Frontier Foundry, which focuses on publishing and developing third-party games. The company continues to innovate and push the boundaries of game development and remains a significant player in the industry.

Current Products/services offered by Frontiers Developments

Frontier Developments is a UK-based game development company that develops and publishes video games. Some of their current product offerings include:

1. Elite Dangerous: This is a multiplayer space game developed by Frontier Developments. Players could explore a vast galaxy, trade commodities, mine resources, and participate in combat (Boom-Cárcamo and Peñabaena-Niebles, 2022).
2. Planet Zoo: This is a simulation game where players could build and manage their zoo, design habitats, and care for a variety of animals.
3. Jurassic World Evolution: Another simulation game that allows players to build and manage their theme park filled with dinosaurs.
4. Roller-Coaster Tycoon 3: Complete Edition: This is an updated version of the classic theme park simulator game that includes both the base game and its expansion packs.
5. Planet Coaster: This is a theme park simulation game where players could design and build their amusement parks, with a focus on coaster design and ride management.

Customer segments of Frontiers Developments

This section contributes to Frontier Developments’ current customer segments that could be described with the following points:

1. Gamers: Frontier Developments mainly caters to the gaming industry and its customer base primarily consists of gamers who are interested in simulation, strategy, and adventure games.
2. Simulation enthusiasts: Frontier Developments’ games are known for their real-world simulations and intricately detailed gameplay mechanics. A substantial portion of the customer segment is made up of simulation enthusiasts who enjoy the challenge of managing complex systems.
3. Science-fiction fans: Many of Frontier Developments’ games, especially the popular Elite Dangerous, have science-fiction themes that appeal to fans of the genre. These fans are drawn to the immersive world and storyline that the games offer.
4. Casual gamers: While Frontier Developments’ games require a certain level of strategy and skill, they also cater to casual gamers who are looking for a fun and engaging experience without the complexity of a hardcore simulation game.
5. Technophiles: As a technology-driven company, Frontier Developments’ customer segment also includes technophiles who are interested in cutting-edge technology and game engines that power their games (Gilbert, 2020).

Factors affecting the marketing approach of the company

Frontier Developments is a leading game development company focused on creating interactive entertainment software with a focus on cutting-edge science and technology. The marketing environment could be analysed by considering several factors and trends that influence Frontier Development’s marketing approach.

1. Technological Innovations: One of the most significant factors affecting Frontier Development’s marketing approach is the rapid pace of advancements in technology, particularly in gaming. To remain competitive in the market, Frontier Developments must stay up-to-date with innovations in gaming technology. It must provide players with its game’s latest version, constant updates, new features, and a virtual reality experience.
2. Economic Factors: The economy’s state directly affects consumers’ purchasing power and impacts Frontier Developments’ pricing strategy. Therefore, Frontier Developments must consider the economic state when setting prices and launching new products to gain more consumers.
3. Consumer Behaviour and Preferences: Consumers’ preferences are continually changing, and gaming is becoming more competitive and immersive. With multiplayer features and interactive gameplay, Frontier Developments needs to accommodate such changes to attract and retain its customer base.
4. Social and Cultural Factors: Social and cultural factors such as age, gender, and lifestyle could affect the gaming industry’s demand and influence Frontier Developments’ marketing strategy. It must understand and cater to different social and cultural preferences to satisfy its customers.
5. Legal and Political factors: The gaming industry is heavily regulated, and Frontier Developments needs to comply with different regulatory requirements to maintain its legality and reputation. Laws including Intellectual property rights have a significant impact on gaming and Frontier Development’s approach to game design.
6. Competitive Environment: Frontier Developments must keep an eye on and keep up with the latest market trends to stay ahead of its competitors. This should ensure it stays one step ahead by introducing its innovative features and game modes to its audience (Gillespie, 2020).

By considering the factors and trends in the marketing environment, Frontier Developments could develop products, pricing, and promotional strategies that resonate with its audience. Frontier Developments must remain up-to-date on the latest gaming technology innovations, consider the economic environment, accommodate consumers’ changing preferences, consider different social and cultural factors, comply with regulatory requirements, and take the competitive environment into account.

Trends affecting the marketing approach of the company

Here are some of the trends in the marketing environment of Frontier Developments:

1. Rise of mobile gaming: With the increasing use of smartphones and tablets, mobile gaming has experienced significant growth. Frontier developments could capitalize on this trend by developing games that are compatible with mobile devices and promoting them through mobile app stores.
2. Continued growth of e-sports: E-sports have been growing in popularity and has quickly become a lucrative industry. Frontier Developments could participate in E-sports competitions, sponsor events, or start developing games specifically for E-sports to capitalize on this growth trend.
3. Focus on virtual and augmented reality: advancements in virtual and augmented reality technology are pushing for growth in various industries, including gaming. Frontier Developments could leverage these technologies in developing games, providing an immersive and interactive experience to the players.
4. Integration of social media: Social media has become an essential tool for brand promotion and gaining customer engagement in the current environment. Frontier Developments could integrate social media into its marketing strategy by allowing players to share their experiences on their social media channels.
5. Increased emphasis on user-generated content: Players are nowadays actively contributing to game development, and designers and developers crowdsource development ideas and feedback. Frontier Developments could leverage these contributions to develop games that align with the players’ preferences and needs.
6. Personalization of products: Consumers are increasingly expecting personalized products that align with their needs and preferences. Frontier Developments could incorporate this trend into its marketing strategy by developing customizable games and allowing players to personalize their gameplay experience.

Understanding and leveraging these trends would enable Frontier Developments to remain competitive and appeal to its gaming audience, grow its customer base, and enhance its overall market position (Hewitt, et al., 2019).

The marketing mix of Frontiers Developments

Frontier Developments is a video game development and publishing company that specializes in simulation and strategy games. The company produces games for consoles, PC, and mobile devices. The key concepts of the marketing mix are product, price, place, and promotion. Here is how Frontier Developments applies these concepts:

1. Product Strategy

Frontier Developments develops and publishes high-quality simulation games that are designed to be engaging and immersive. The company focuses on creating games that offer a unique experience to the players. The company has released popular games such as Planet Coaster, Elite Dangerous, and Jurassic World Evolution.

2. Pricing strategy

Frontier Developments uses a dynamic pricing strategy based on the demand for the games. They also offer different versions of the game in terms of features and price points. For example, they offer the base version of their games and also an ultimate edition with additional features. The price is set competitively in the video game market (Howson, 2020).

3. Place or distribution strategy

Frontier Developments distributes its games through multiple channels, including digital downloads, physical game discs, and retail stores. They use platforms such as the PlayStation Store, Steam, Epic Games Store, Microsoft Store, and many more to distribute their games. This makes it convenient for gamers to purchase their games from different channels.

4. Promotion or communication strategy

Frontier Developments uses a range of marketing strategies to promote its games. They use social media platforms such as Twitter and Facebook to engage with their audience and keep them updated on new releases and updates to their games. They also work with influencers and content creators to promote their games and drive interest. Additionally, the company regularly attends gaming events to showcase its games to a wider audience.

However, Frontier Developments applies the key concepts of the marketing mix effectively in its marketing strategy. The company focuses on developing high-quality simulation games that provide an immersive experience to the players. They use a dynamic pricing strategy, distribute their games through multiple channels, and use a range of marketing strategies to promote their games (Jones, et al., 2017).

Reflection on the current activities of Frontiers Developments

Frontier Developments is a leading video game development company that primarily focuses on the simulation genre of video games. Their current activities involve producing and releasing new games, maintaining and updating existing games, and investing in new technologies and innovations. To reflect on their activities, we could use several relevant theories.

Firstly, the theory of Resource-Based View (RBV) explains that an organization’s success and sustainable competitive advantage depend on its unique and valuable resources and capabilities. In the case of Frontier Developments, their expertise in creating simulation games and their creative and innovative approaches to game development are their key resources and capabilities. By investing in new technologies and innovations, they continuously reinforce and expand their resources and capabilities, which enables them to produce high-quality games and keep up with the evolving demands of the industry.

Secondly, the Corporate Social Responsibility (CSR) theory emphasizes a company’s ethical and social responsibilities toward its stakeholders, including the community, employees, customers, and the environment. In the case of Frontier Developments, they take CSR seriously by implementing sustainable practices in their operations (Langley, 2018).

Finally, the Stakeholder Theory argues that companies should consider the interests of their stakeholders beyond just maximizing profits for shareholders. In the case of Frontier Developments, their stakeholders include not only their employees and shareholders but also the community of gamers and the environment.

By producing high-quality and enjoyable games, they satisfy the needs and interests of their customers. By investing in sustainable practices, they contribute to the well-being of the community and the environment.

At last, Frontier Developments’ current activities demonstrate their commitment to the RBV, CSR, and Stakeholder Theory. They continuously invest in their resources and capabilities, prioritize ethical and social responsibilities, and consider the interests of their stakeholders beyond profitability. These sustainable approaches in their market practice not only benefit the company’s success and competitive advantage but also contribute to the well-being of the broader community and environment.

Sustainability Approach in Frontiers Developments

Frontier Developments is a company that prioritizes sustainability in its operations and has implemented several sustainable approaches within its market practices. Here are a few examples:

1. Energy efficiency: Frontier Developments has implemented energy-efficient practices in its offices and has also made efforts to make its products more energy-efficient, reducing the carbon footprint of the company (Oven and Rigg, 2016).
2. Sustainable packaging: Frontier Developments uses sustainable packaging materials for its products, reducing the amount of waste generated and promoting environmental sustainability.
3. Reduced use of plastic: Frontier Developments has introduced various initiatives to minimize the use of plastic in its products and packaging, promoting sustainable practices and reducing the impact of plastic waste on the environment.
4. Recycling and waste reduction: Frontier Developments has implemented recycling programs and waste reduction strategies in its operations, reducing the environmental impact of the company’s activities.

Overall, Frontier Developments has demonstrated a commitment to sustainability and has integrated sustainable practices into its market practices, contributing to a more sustainable future (Robertson and Komljenovic, 2016).

Conclusion

From the above discussion on the topic of developing a marketing plan for Frontiers development, it has been concluded that frontier development has become successful in enhancing various developments and reaching success in the field of digital technologies in such course of time which eventually help out in enhancing its performance. Also, it has been concluded that several varied platforms were collectively responsible for the effective growth and evolution of Frontiers Developments in the UK market, which also contributes to ensuring that the behaviours of clients along with overpowering the needs and supplies of the individuals in the selected and chosen market of the UK. The conclusion is also made with the competitors like Fizz and Rubies which are popular in the UK, varied effective and innovative strategies were recognized like pricing, promotions, product, etc. which lead to the compulsorily established over the other organizations in the UK for enhancing digital gaming media platforms for its targeted customers.

Recommendations

1. Focus on SEO: This contributes to the improvement in the website’s search engine optimization (SEO) by using relevant keywords and phrases for their content. This would help improve the website’s ranking in search engine results pages (SERPs) and increase organic traffic.
2. Use Social Media: Develop a stronger social media presence by creating profiles on various social media platforms such as Facebook, Twitter, and Instagram. Post regular updates, interact with followers, and promote new games and updates.
3. Develop a Content Strategy: Create a content marketing strategy that includes articles, blog posts, and videos to engage with the audience and provide them with useful information about their games and services.
4. Leverage Paid Advertising: Use paid advertising channels such as Google Ads, Facebook Ads, and YouTube Ads to increase brand awareness and reach a wider audience.
5. Partner with Influencers: Collaborate with popular gaming influencers to promote their games and create buzz around new releases. Influencers have a strong following and could reach a wider audience than just regular marketing tactics.
6. Develop an Affiliate Program: Develop a revenue-sharing affiliate marketing program to get publishers/influencers to promote their games and encourage more conversions.
7. Email Marketing: Engage with their existing customer base through email campaigns. Send autoresponder emails for important milestones, offers, promotions, and game updates.

By implementing these recommendations, Frontier Developments could improve its digital marketing efforts and reach a wider audience of gamers. They could create much stronger engagement with their customers and encourage more conversions, leading to increased revenue (Taylor, 2016).

References

Boom-Cárcamo, E. and Peñabaena-Niebles, R., 2022. Analysis of the Development of Industrial Symbiosis in Emerging and Frontier Market Countries: Barriers and Drivers. Sustainability, 14(7), p.4223. https://www.mdpi.com/2071-1050/14/7/4223/pdf

Gilbert, P.R., 2020. Speculating on sovereignty:‘money mining and corporate foreign policy at the extractive industry frontier. Economy and society, 49(1), pp.16-44. https://www.academia.edu/download/63560662/Speculating_on_sovereignty_money_mining_and_corporate_foreign_policy_at_the_extractive_industry_frontier.pdf

Gillespie, T., 2020. The real estate frontier. International Journal of Urban and Regional Research, 44(4), pp.599-616. https://revistia.org/index.php/ejme/article/view/3625/3526

Hewitt, R.J., Bradley, N., Baggio Compagnucci, A., Barlagne, C., Ceglarz, A., Cremades, R., McKeen, M., Otto, I.M. and Slee, B., 2019. Social innovation in community energy in Europe: A review of the evidence. Frontiers in Energy Research, 7, p.31. https://www.frontiersin.org/articles/10.3389/fenrg.2019.00031/full

Howson, P., 2020. Climate crises and Crypto-Colonialism: Conjuring value on the Blockchain frontiers of the global South. Frontiers in Blockchain, 3, p.22. https://www.frontiersin.org/articles/10.3389/fbloc.2020.00022/full

Jones, C.R., Olfe-Kräutlein, B., Naims, H. and Armstrong, K., 2017. The social acceptance of carbon dioxide utilisation: a review and research agenda. Frontiers in Energy Research, 5, p.11. https://www.frontiersin.org/articles/10.3389/fenrg.2017.00011/full

Langley, P., 2018. Frontier financialization: Urban infrastructure in the United Kingdom. Economic Anthropology, 5(2), pp.172-184. https://dro.dur.ac.uk/23763/1/23763.pdf

Oven, K. and Rigg, J., 2016. Economic development, livelihoods and resilience in Nepal. Earthquakes Without Frontiers. http://ewf.nerc.ac.uk/wp-content/uploads/2017/01/ewf_policy_brief_livelihoodsresilience_161220-FINAL.pdf

Robertson, S.L. and Komljenovic, J., 2016. Non-state actors, and the advance of frontier higher education markets in the global south. Oxford Review of Education, 42(5), pp.594-611. https://eprints.lancs.ac.uk/id/eprint/82101/1/Robertson_and_Komljenovic_2016_Global_non_state_actors_authors_accepted_manuscript.pdf

Taylor, R.L., 2016. Learning Modules: Preparing Work-Ready Marketing Grads (As Emerging and Frontier Market Expats). Journal of Marketing Development and Competitiveness, 10(3), p.63. http://digitalcommons.www.na-businesspress.com/JMDC/TaylorRL_Web10_3_.pdf