Order 1079275: Entrepreneurship - opportunity analysis video game industry in Australia

# A001425218 Zorbas Christos [1] Project (9050PROJ)

ASSIGNMENT COVER SHEET (to be completed by the student)

Student ID number: A001425218

Student name: Christos Zorbas

Course name: AIB 12 Month MBA

Subject name: PROJECT (9050PROJ)

Subject facilitator: (not applicable for Distance Learning students)

No. of pages: 4 including cover

Word count: 517

DECLARATION

I, the above named student, confirm that by submitting, or causing the attached assignment to be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and except where appropriately acknowledged, this assignment is my own work, has been expressed in my own words, and has not previously been submitted for assessment. CHECKLIST

Please complete the following checklist before submitting your assignment to AIB

Have you completed all sections of this Assignment Cover Sheet?

Is your assignment in ‘word’ format? AIB will not accept assignments in any other format?

Is your assignment and appendices saved as “#ID Last Name First Name Subject”? For example, the assignment and appendices may be saved as “#A001400811 Citizen Jane Strategic Management” or “#A001400811 Citizen Jane SMGT”.

Are you emailing your assignment and this completed Assignment Cover Sheet to

[email protected]? AIB will not accept hardcopy assignments?

Does the subject line in your email state (1) your full name (2) your student identification number (3) which subject your assignment relates to?

Will you retain confirmation of the time that you are emailing your assignment to AIB? This

Assignment Cover Sheet and your assignment must be received by AIB before the deadline?

# A001425218 Zorbas Christos [2] Project (9050PROJ)

Project Statement

Background

The case organisation, Play Blast Interactive Pty Ltd is a recent startup specialising

in software engineering, games and application development. It was founded by Steven M.

Shilling in 2017 (Play Blast Interactive Pty Ltd. 2018).

It currently derives a small revenue stream from consulting services in software

development, media production and project management services as it gears up operations

for a fully integrated development studio. More recently it has successfully launched Apps

via the Google Play Store.

Project Topic

The intent of the organisation is to identify opportunities to develop premium computer

games in Australia for the global market.

Computer games are more popular than ever but despite a presence since the 1980’s the

Australian games development industry has failed to attract any significant accolades.

According to Insight Economics, revenues had peaked at A$110million (2006) and then

dropped significantly to approximately A$44.4 million in 2012. In recent times, revenues

have steadily climbed back to A$111.1m in 2015-16 (ABS 2016). According to the Games

Developers Association of Australia (GDAA), much of the volatility of the industry’s revenue

streams can be attributed to overseas work for hire. To make matters worse the industry

has largely been ignored by the federal government in terms of support. Whilst initiatives

have been announced for the local film and television industry, the same cannot be said for

the computer game development industry.

The study seeks to identify a sustainable business model employing Australian developers,

animators and producers to work on bespoke projects from initial concept to final product

releases.

# A001425218 Zorbas Christos [3] Project (9050PROJ)

Purpose of the research

Therefore, the purpose of this research is to investigate the opportunities available to Play

Blast to identify initiatives that can be utilised to expand the business from its Australian

headquarters.

It will seek to explain the reasons why companies and in particular Play Blast Interactive do

not use the tool of opportunity analysis when they formulate their market positioning

strategy. On the basis of the analysed causes, the project will provide recommendations on

how the company could establish a culture of opportunity analysis utilization in order to

facilitate its understanding of market segments.

Literature Review

The following theories (concepts or frameworks) that will be reviewed in relation to the

topic are:

• Opportunity analysis

• Examination of opportunities

• Stages of growth

Research method

The research approach will be a single case study focused entirely on Play Blast Interactive.

Secondary data will be collected from peer-reviewed journals sourced via EbscoHost and

IBIS World industry reports such as Smartphone App Developers in Australia (IBIS World

2017) and Software Publishing in Australia (IBIS World 2017).

I have access to internal research studies conducted by independent consultants on behalf

of management during the feasibility stages of establishing Play Blast Interactive. My firm,

Consultra was engaged in initial studies and consultations and information from my

personal log is available. Furthermore, I am on the advisory board with full access to data.

Consent has been granted.

Qualitative data analysis will be used to identify the issues in the volatile computer games

industry. Quantitative data analysis will then be used to quantify the issues identified.

# A001425218 Zorbas Christos [4] Project (9050PROJ)

References

Kuratko, DF and Hodgetts, RM 2014, Entrepreneurship: Theory Process Practice, 9th edn,

Thompson South Western, Mason, Ohio (ISBN: 9781285051758)

Smartphone App Developers in Australia 2017, IBISWorld

Software Publishing in Australia 2017, IBISWorld

8679.0 - Film, Television and Digital Games, Australia, 2015-16 ABS

Australian Electronic Games Industry Profile Report (November 2006) Insight Economics