Abstract

The case study traces the transformation of Indiagames Ltd, one of the top five mobile game development companies in the world, from a multimedia training center to a global leader in game development. It describes how the company marketed its products, and also discusses the strategic partnerships and alliances that the company entered into, in order to sustain its competitive edge. The case also discusses the challenges that the company faces in game development and marketing, and ends with a brief discussion on the company's future prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Learn more about the Indian animation sector
• Understand the efforts made by a company to grow by moving up the value chain in the animation industry
• Understand the challenges peculiar to an organization that operates in a market that requires high levels of individual creativity and productivity
• Analyze the future prospects of the company and the animation industry in India, in view of the challenges such as the shortage of manpower.

Keywords

Mobile gaming, Indiagames, Indian mobile game industry, Strategic alliances in gaming industry, Marketing mobile games, Strategic investment, TOM Online, Multiplayer games, Console games, Gaming competitions, CISCO, Macromedia Flash