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  • September 2019 (Revised June 2020)
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Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.

Keywords

Targeting; Retention/churn; Freemium; Monetization; Customer Relationship Management; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Marketing; Customers; Marketing Strategy; Retention; Acquisition; Entertainment and Recreation Industry; Japan

Citation

Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
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About The Authors

Eva Ascarza

Marketing
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Tomomichi Amano

Marketing
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Sunil Gupta

Marketing
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Related Work

    • November 2019 (Revised January 2022)
    • Faculty Research

    Othellonia: Growing a Mobile Game

    By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
    • September 2019 (Revised June 2020)
    • Faculty Research

    Othellonia: Growing a Mobile Game

    By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
Related Work
  • Othellonia: Growing a Mobile Game By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
  • Othellonia: Growing a Mobile Game By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
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