Minecraft: Using Social Media to Create a Successful Game

Minecraft: Using Social Media to Create a Successful Game
Case Code: BSTR440
Case Length: 15 Pages
Period: 2009-2013
Pub Date: 2013
Teaching Note: Available		 Price: Rs.300
Organization: Mojang AB
Industry: Games
Countries: Sweden, US, Global
Themes: Business Strategy
Minecraft: Using Social Media to Create a Successful Game
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case "Minecraft: Using Social Media to Create a Successful Game" primarily describes Markus Persson's (Persson) journey in developing a successful game, using social media. The case starts out describing Persson's early career as a game developer, how he came to create Minecraft, and the unique approach he adopted by releasing it while still under development. It clearly details the role played by social media in the game's eventual success, which included marketing, funding, and then molding the development process.

The case then tracks the growing success of Minecraft and the eventual creation of the company, Mojang AB, to manage its sales. The case also mentions Persson's unique take on piracy in the games industry and his intentions to keep Mojang as an independent game company. The case concludes with a description of the future endeavors of Persson and Mojang.

Issues

  • To analyze a new business model in game development
  • To understand the increasing role played by social media as a marketing tool
  • To recognize the new role being played by customers as collaborators and co-creators of value
  • To appreciate the active dialogue with customers that shapes expectations and creates a buzz
  • To identify the new methods being adopted to deal with piracy and IP infringement

Contents

Keywords

Minecraft, Mojang, Social Media, Game Development, Piracy, IP Infringement, Collaborators, Co-creators of value, Marketing Buzz, Independent Game Developer, Notch, Sandbox games, Alpha version , Beta Version, Minecraft Community, Minepedia, Venture Capital, Lego, SOPA, DMCA, Games Publisher

Buy this case study (Please select any one of the payment options)

Custom Search