Abstract
The game console industry is relatively new having started in the 70s, where it experienced its first boom with Atari. Although the success of Atari was enormous, it would have been difficult to imagine that four decades later the Global games market would be worth a staggering $81.5Bn USD in 2014 alone. Through the next decades, Atari gave way to the three dominant players that control basically all the game console market, namely Nintendo, Sony and Microsoft. In recent years, new game platforms have emerged in the form of mobile (Android, iOS), and they are gaining market share – this upward trend in global revenue should keep Microsoft’s bigwigs awake at night. The aim of this paper is to evaluate and recommend a marketing strategy to be followed by Microsoft in order to increase its market share in the highly dynamic and competitive videogame console industry.
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