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Decision-making guide
Consumer Behavior

Table of Contents
1. Simulation platform introduction ............................................................................... 2
1.1 Game Arena .................................................................................................................. 2
1.2 Readings ....................................................................................................................... 2
1.3 Forum ........................................................................................................................... 3
1.4 Main Objective & Winning Criteria................................................................................. 3
1.5 Successful decision-making flow .................................................................................... 4
2. Game Arena .............................................................................................................. 5
2.1 Stage I – Target Market ....................................................................................................... 6
2.2 Stage II - Conceptualizing .................................................................................................... 9
2.3 Stage III Crafting................................................................................................................ 12
2.4 Decision checklist ............................................................................................................. 15
2.5 Report .............................................................................................................................. 17
2.6 Synopsis ........................................................................................................................... 18
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1. Simulation platform introduction

1.1 Game Arena

The gaming arena interface comprises various decision tabs, each categorized into market,
location, demand, investment, marketing, Decision Checklist, Report, and Synopsis. Some
sections must be completed first as they have an impact on other areas.

There are two primary types of input fields:

1. Decision cells: These can manifest as light blue input cells, checkboxes, or radio buttons.

2. Estimation cells: The demand forecast allows you to input estimations that serve as the
foundation for the system's cost budgeting.

1.2 Readings

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This section offers crucial materials that participants need to go through for active
participation in the game. The primary reading material includes a decision-making guide.
Instructors can choose to enhance these resources with additional materials. Additionally,
there is a walkthrough video available, providing comprehensive details about the business
scenario covered in the course. This video offers insights into the company, its industry,
current trends, challenges, and the various decisions that need to be made.

1.3 Forum

• The forums provide an excellent platform for participants to engage with their instructors
or peers.
• There are two separate forums: the Individual Forum and the Course Forum. The
Individual Forum allows participants to communicate directly with the instructor, while
the Course Forum is accessible to all enrolled players.
• Instructors can view and respond to posts in both sections. Consequently, the Course
Forum is an appropriate space for asking questions that can benefit the entire course,
while the Individual Forum is the preferred channel for the individual to have a direct
discussion with the professor.
• Participants will receive notifications for messages.

1.4 Main Objective & Winning Criteria

The main objective of the simulation is to develop a successful mobile game that resonates
with the target audience, thereby enabling the gaming company to achieve a market share
of over 7% and attract paying consumers in the competitive mobile gaming landscape.

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The winning criteria for the simulation are twofold:

1. Market Share Achievement: The simulation participants must develop a mobile game that
captures a market share of over 7% within the competitive mobile gaming landscape. This
metric signifies the effectiveness of the game in attracting and retaining consumers amidst
fierce competition.

2. Paying Consumer Attraction: The mobile game should successfully attract paying
consumers, indicating its value proposition and monetization potential. This criterion reflects
the ability of the game to generate revenue and sustain profitability in the long term.

1.5 Successful decision-making flow

The sequence of decision-making unfolds as follows:

1. Readings

7. Reports 2. Market
Analyse the feedback based on your decisions Read the market condition

7. Decision Checklist 3. Information Search

Market report offering invaluable
insights into market dynamics

6. Crafting
Crafting communication strategy and
monetization decisions 4. Target
Decisions on the target market.

5. Conceptualizing
Designing the product

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2. Game Arena

The major sections under the game arena includes:

a. Introduction: This section provides an overview of how the entire simulation works and the steps
to follow.

b. Market: Serving as a critical section, it functions as a vital repository of details, providing insights
into the company’s objectives, strategic methodology, and the dynamic trends in the market.

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c. Information Search: Within this section, participants access a comprehensive market report
offering invaluable insights into market dynamics.

d. Target: In this section, participants make decisions on the target market.

e. Conceptualizing: In this section, participants make decisions that aim at designing the product
with suitable situational and lifestyle elements.

f. Crafting: In this section, participants make decisions on how to reach the target audience by
crafting communication strategy and monetization decisions.

g. Decision Checklist: In this section, participants have the opportunity to review the decisions and
submit the decisions.

h. Report: This section contains the results of the simulation.

i. Synopsis: Contains the summary of the decisions took by the participant for the round.

2.1 Stage I – Target Market

Participants need to make decisions concerning the target market, considering aspects like
demographics, language preferences, and income. Considerations should take into account population
size, financial capacity, and insights derived from market research. The decision lies in choosing
between a broad approach targeting a larger audience with lower financial capacity or a more focused
strategy targeting a specific market with higher paying customers.

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a. Demographic

The various decision under demographic includes decision on the age group, gamers population
between metro or non-metro, and the population division.

Figure representing Target Market Demographics Decision area in the simulation

b. Language

Participant can choose multiple languages (up to 4) in the mobile game to attract consumers and
enhance user understanding or comprehension as well as making the proposition more attractive
to the customers. Consider the population indication provided in the graph and align it with the
chosen target market strategy.

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Figure representing Target Market Language Decision area in the simulation

c. Income

Participants have the option to concentrate on a particular target market using the NCCS
classification data given where NCCS stands for New Consumer Classification System that is used
to classify households in India based on two variables such as educational qualification of the CWE
(Chief Wage Earner) and number of households possessed from a predefined list. The available
choices include NCCS A, NCCS B, and NCCS C/D/E categories, each with varying paying capacities
C/D/E represents the mass market segment. If the aim is to enhance the customer segment
through mass marketing, one can opt for the NCCS C/D/E category. On the other hand, selecting
NCCS A or NCCS B targets may result in a higher number of paying consumers but a potentially
smaller customer segment.

Figure representing Target Market Income Decision area in the simulation

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2.2 Stage II - Conceptualizing

a. Product Genre

Selecting the appropriate gaming product genre involves a strategic approach that considers factors
such as age group, gender cohort, metro or non -metro preferences, and competition. It's crucial to
ensure that the selected genre resonates with the interests of the specified target audience.
Conducting a thorough competitive analysis is vital for identifying opportunities and positioning the
gaming product effectively.

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Figure representing game’s genre decision area in the simulation

b. Situational Elements

Selecting the correct situational elements for the game, focusing on either gamification, cultural
significance, ease of use, or continued motivation to play, is crucial for enhancing immersion and
emotional resonance. Opt for two of these elements that align with the preferences of the target
market, promoting extended engagement and a heightened sense of immersion in the gaming
experience.

Figure representing game’s situational elements decision area in the simulation.

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c. Social Elements

Select up to three social features to integrate into the game from options like chat functionality, user
trading, leaderboards, push notification feeds, community, and social media integration. Evaluate the
impact of each element on consumer engagement and connection. Ensuring a consistently positive
user experience is crucial for establishing lasting connections with the audience.

Figure representing game’s social elements decision area in the simulation

d. Lifestyle Elements

The selection of lifestyle elements seeks to synchronize the game design with the varied preferences
of the target audience, creating a more captivating and personalized interaction within the game. With
eight available options, participants are required to choose and integrate a single lifestyle element for
the characters or UI/UX of the game. This decision aims to enhance the overall gaming experience by
tailoring it to the diverse tastes and preferences of the audience.

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Figure representing game’s lifestyle decision area in the simulation.

2.3 Stage III Crafting

a. Communication Strategy

Craft a communication strategy for the game and disseminate it across various channels. The
participant can choose up to maximum of three channels. The selected channels should be in
harmony with the characteristics of the target market and gaming triggers. Ensure that the strategy
takes into account the potential impact on both lifestyle and situational elements, creating a
cohesive and tailored approach that resonates effectively with the audience.

Figure representing communication strategy decision area in the simulation

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b. Channel Mix

Figure representing Communication Channel Mix decision area in the simulation.

c. Publishing options

The participant faces the decision of either self-publishing the game or opting for a gaming
publishing house. Self-publishing offers greater revenue but limited reach, whereas a publisher
provides broader reach with revenue sharing. Factors such as revenue sharing, expertise, and the
reputation of the publisher should be carefully considered in making this decision.

Figure representing game publishing platform decision area in the simulation.

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d. Monetization

Generating revenue also involves choosing whether to publish games as free games, freemium
games, or pay-to-play games. This decision should be informed by the target audience and
their financial capacity, aligning with the goal of attaining substantial revenue for the business.

Figure representing game’s monetization model decision area in the simulation.

e. In-Game Advertising

Select the optimal method for generating revenue, with a focus on advertisements. Determine the
type of ads to be implemented, including options like banner ads, rewarded ads, interstitial ads,
interactive ads, or ad networks. When customizing the advertising strategy, it's crucial to align the
chosen ad types with the preferences and behaviors of the target market to maximize effectiveness
and user satisfaction.

Banner Ads: Banner ads are graphical display ads that typically appear at the top or bottom of a
webpage or app screen. Cost-effective, easily noticeable, and can be used for brand awareness.
May be less effective for engagement compared to other formats.

Rewarded Ads: Users voluntarily watch ads in exchange for a reward, such as in-app currency,
extra lives, or premium content. High engagement as user’s opt-in for rewards, providing a positive
user experience. Overuse may lead to user fatigue; it's important to balance rewards and ad
frequency.

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Interstitial Ads: Full-screen ads that appear at natural transition points, like between levels in a
game or during app navigation. Captures full attention due to its immersive nature, suitable for
promoting products or content. Users may find them intrusive, so timing and relevance are crucial.

Interactive Ads: Ads that allow users to interact with content, often through gamification or mini-
tasks. Boosts engagement and user interaction, creating a memorable ad experience.
Development may be more complex, and effectiveness depends on the quality of interactivity.

Ad Networks: Connect advertisers with publishers, facilitating the placement of ads across various
platforms. Broad reach, efficient targeting, and ease of managing ad campaigns. Ad performance
may vary based on the network, and managing relationships with multiple networks can be
complex.

Figure representing advertising channel decision area in the simulation.

2.4 Decision checklist

The decision checklist meticulously outlines the choices made by the participant. If the participant is
satisfied with their decisions, they can proceed to the Submit option to save them. It's crucial to note
that once decisions are submitted, they cannot be altered. Therefore, participants need to exercise
caution and ensure careful consideration before finalizing and submitting their choices.

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Figure Showing the Decision Checklist section in the Simulation

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2.5 Report

Figure Showing the report section in the Simulation

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The report section consists of detailed information on how well the participant took the overall
decision in designing the product. This section consists of feedback on the performance of the
participant based on four metrics.

• Rigour: Consistency throughout the decision-making and recommendation.

• Structuring: Logical approach of gathering and analysing information
• Synthesis: Approach towards interpreting information and making informed decisions
• Business Judgement: Ability to evaluate facts andconsider risks and possible implications when
making decisions.

Examine the specifics outlined in the report, encompassing target demographics, conceptualization
elements, monetization, and communication decisions. These choices directly influence the
attainment of market share and the count of paying consumers. It is crucial to meet the market share
goal of surpassing 7% to positively leverage network externality effects.

2.6 Synopsis

The synopsis section provides a summarized overview of the decision areas, highlighting the
effectiveness of your critical thinking abilities in each aspect. It includes information that showcase the
extent to which your thought process contributed to the outcomes in each area. This concise
presentation offers insights into the impact of your decision-making skills on various aspects of the
scenario.

Figure Showing the Synopsis section in the Simulation

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