Strategy definition 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

The music and mobile gaming industries are fast growing industries, where innovation plays a key role. These industries are driven by technology innovation and grew with the increase of the consumption of mobile devices. Taking advantage from this fact, Nmusic1 with a partnership with Rovio Entertainment2 decided to offer the global market a groundbreaking mobile casual game that revolves around music. Thus, this product will revolutionize both industries and will develop a link between them. The aim is to launch this product as soon as possible to take advantage of the first mover advantage, a key advantage in the mobile game industry. Hence, the main purpose of this Work Project was to discuss and propose the Strategy and Business Model, containing the main strategies that should be followed. Moreover, the analysis of the Porter Five Forces, the Marketing Mix and the Implementation Plan were defined. Finally, a risk analysis was performed and a contingency plan was designed to mitigate the risk and assure the success of the product in the market.