Case | HBS Case Collection | November 2012 (Revised June 2013)

GREE, Inc.

by Andrei Hagiu and Masahiro Kotosaka


In 2012, GREE was one of the world's most profitable mobile social gaming companies. Its success in Japan was due both to its in-house games and to the development platform that it offered to third-party game developers. Its biggest challenge was to replicate the success of this two-pronged strategy in international markets, where it had to contend not just with many other game developers (e.g. Zynga), but also with the mobile platform providers themselves (e.g. Apple's iOS and Google's Android).

Keywords: Strategy; Technology; Japan;


Hagiu, Andrei, and Masahiro Kotosaka. "GREE, Inc." Harvard Business School Case 713-447, November 2012. (Revised June 2013.)