Market analysis of a new business opportunity in mobile-casual gaming: Partnership between Nmusic and Rovio Entertainment Ltd

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Taking in consideration its entrepreneurial culture and the huge growth of mobile gaming and digital music, Nmusic1 identified a window of opportunity for the development, in partnership with Rovio Entertainment Ltd.2, of a new game product, combining Angry Birds games with music contents. In view of that, it was necessary to perform the market analysis of this new game and, after a detailed study, it was concluded that the current environmental context supports this business opportunity and corroborates its market potential. The analysis involved the study of the evolution and competitive environment of both industries and of the impact of this new game in industry dynamics. Moreover, the drivers and trends influencing the business environment were also studied and used for the elaboration of recommendations for product development and strategic planning.