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Fall Season

Game Over or Game On? The Marketing Crisis at Rubysoft Sample Case

Case Analysis

Fall Season
Game Over or Game On? The Marketing Crisis at Rubysoft
Case Analysis

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After implementing these recommendations, Rubysoft experienced a remarkable turnaround. The price drop to $39.99 led to a quick increase in downloads, and the introduction of an easier difficulty mode along with detailed tutorials helped attract a wider range of players. The shift to YouTube influencer marketing and regular live Q&A sessions on Twitch generated significant online buzz, further boosting sales.

CEO Ruby Weiss expressed her relief:
“You seriously saved us. I can’t believe how much things have turned around! Sales are climbing, our community is growing, and for the first time in months, I actually feel excited about the future. Thank you for stepping in when we needed it most—we wouldn’t be here without your help!”

These results aren’t just a win for Rubysoft—they’re a testament to your ability to analyze a business crisis, understand the needs of the company, and apply real business strategies to save them. Well done—you just helped a company get back on its feet, and that’s the mark of a true business consultant!

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Question 1 of 7

1. Question

Understand: what is the main business challenge that Rubysoft is facing with its game, Epic Realms?

The game lacks strong storytelling and immersive gameplay.
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The game has not been received well by critics and has poor reviews.
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The game’s marketing mix is ineffective, leading to low sales and limited audience reach.
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The game is too similar to its competitors and does not stand out.
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Question 2 of 7

2. Question

Understand: which of the following is a key issue with Epic Realms’ product design?

The game is too simple and does not challenge players enough.
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The game has a steep learning curve that discourages casual gamers.
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The game is only available on physical copies, making it difficult to access.
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The game is free, making it hard for Rubysoft to make a profit.
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Question 3 of 7

3. Question

Understand: why has Rubysoft struggled with promoting Epic Realms effectively?

The company has spent too much on large-scale advertising campaigns.
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Rubysoft relied too much on word-of-mouth and small social media efforts.
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The company partnered with major influencers but still failed to attract customers.
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The marketing budget was too high, leading to financial struggles.
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Question 4 of 7

4. Question

Analyze: how has Rubysoft’s pricing strategy negatively affected Epic Realms’ sales?

The game was priced too low, making customers believe it lacked quality.
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The game was priced at $59.99, which was too high for an indie game.
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The game was sold through a subscription model that confused buyers.
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The game was free but had expensive in-game purchases.
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Question 5 of 7

5. Question

Analyze: what is a major problem with Epic Realms’ distribution strategy?

The game was available on too many platforms, making it difficult to manage.
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Rubysoft only sold the game through physical stores, making it inaccessible online.
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The game was only sold internationally, limiting its appeal in local markets.
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The game was released only on PC and PlayStation, missing other key platforms.
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Question 6 of 7

6. Question

Analyze: how do competitors successfully promote their video games compared to Rubysoft?

They focus only on in-game advertisements and word-of-mouth marketing.
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They use high-impact marketing like YouTube influencer collaborations and live events.
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They avoid using social media and instead rely on TV commercials.
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They spend most of their marketing budget on print ads in gaming magazines.
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Question 7 of 7

7. Question

Recommend: which of the following is the best marketing strategy for Rubysoft to improve sales and audience reach?

"Rubysoft should lower the price of Epic Realms to $39.99 to make it more competitive, expand to the Nintendo Switch and physical retail stores, introduce an easier difficulty mode, and enhance promotional efforts with YouTube influencers and Twitch Q&A sessions. This would improve accessibility, visibility, and overall sales."
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"Rubysoft should focus exclusively on making the game free-to-play and generate revenue through in-game purchases. This would attract more players and create a steady stream of income over time, allowing them to compete with larger studios."
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"Rubysoft should invest heavily in traditional advertising, such as TV commercials and magazine ads, to improve awareness. They should also create a paid subscription model that provides players with exclusive content to generate more revenue."
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Hint

Each of the options all seem like pretty good recommendations. But which one of them directly solves the source of the problem? If you’re stuck, try reading over the Business Challenge section again.

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