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

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.
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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.

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.

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

# A001425218 Zorbas Christos [5] Project (9050PROJ)