Nexon's Marketing Plan

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Nexon
Executive Summary:
The goal of this marketing plan is to outline the strategies and tactics that will help expand Nexon in the internet gaming world of the U.S. consumers market. Nexon is a widely popular internet gaming website that provides a different variety of free internet games for all ages. They are a pioneer in the world of interactive entertainment software. Nexon focuses on innovation, as that is what is key to keeping their players interested and entertained. It has become the industry leader in massively multiplayer online games, and continues to redefine the genre with each of their innovative titles. Marketing will play an important role in the success of Nexon. The company must build a brand around the games it offers by heavily promoting itself through its main source, the internet. We would advertise though internet gaming forums, gaming conventions, billboard ads, and possibly through local television, depending on more saturated areas. Marketing efforts are just beginning by the time a potential customer enters Nexon’s website browsing though the different games they could potentially be interested in. A strong emphasis will be put on keeping customers and building brand loyalty through gaming experience, and players’ satisfaction. In general, the majority view online gaming as being playing by a marginal group of extreme gamers. However, we want to change that image, and market our games as a mainstream form of entertainment to be played and enjoyed by everyone. Company History:

Nexon is a Korean video game developer and publisher of free online games and MMORPGs. They started off based in Seoul, South Korea in 1996 and were very successful in creating online games over the years. Nexon developed a Nexon cash system which was one of the first systems to use the item selling business model. This cash system allowed users to purchase Nexon cash with real money. The Nexon cash was then used to purchase virtual game items in the Nexon games. By developing this cash system, it allowed Nexon to continue to keep their games free for users to play, and at the same time generate additional funds for the company. They released a few of their games into North America. Since its spread to America, they realized that being newcomers in the American gaming industry, they were not as successful as they had been in Korea and other parts of Asia. By 1995, Nexon wanted to expand their company, so they began to aim their market towards America. They partnered with MTV Networks to try and promote their game products, such as MapleStory, Mabinogi, Sugar Rush, and some others. By partnering with well known American entertainment companies, it helped Nexon push their name out into open. Soon some of their more popular games such as Combat Arm and Maple Story began to grown a larger number of users. Nexon continued to launch new games to attract their ever so growing audience. By February of 2010, Nexon announced that they had surpassed 10 million users, and had confirmed their place as one of America’s most popular game portal. Although Nexon has since released their games to America for over 4 years, they are still considered a new foreign gaming portal compared to their competitors such as Blizzard Entertainment. Nexon also decided to rebrand themselves in the American market as BlockParty.com. As part of this new project to rebrand themselves, they are on the search for game developers who are able to offer computer based gaming ideas to further develop and help innovate the company into the American market. Nexon’s mission is to spread the belief that online games should be free to play, immersive, filled with fantastic, exciting content and fun for everyone.

Industry Analysis:
America's entertainment software industry has created a wide array of computer and video games to meet the demands and tastes of a large diverse population. Today's gamers include millions of Americans of all ages and backgrounds. ...
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