ABSTRACT
In this chapter we introduce the necessary step of analyzing the core of your offering – the game. This is in line with what we have discussed regarding the marketing mix and its emphasis on the fi rst P – the product. We’ll learn that product is not the only way to view games but rather that they exist on a spectrum between products and services. This redefi nition of games as (in some sense) services opens up a new perspective on how we should develop and market games and, most important, also suggests that experiences become a central dimension of the entire process. These experiences are based on expectations and can also take into consideration when repositioning the game experience to improve the marketing of game projects.
