Marketing Mix Of ROCKSTAR Games

Introduction : -

Rockstar Games is a development division of game publisher Take Two Interactive, based in New York City, United States. The brand is most known for the Grand Theft Auto series. It comprises studios that have been acquired and renamed as well as others that have been created internally. While many of the studios Take-Two Interactive has acquired have been merged into the Rockstar brand, several other recent ones have retained their previous identities and have become part of the company’s 2K Games division.

The Rockstar Games label was founded in 1998 by Sam Houser, Terry Donovan, Dan Houser, Jamie King and Gary Foreman Rockstar Games are credited as executive producers of Sunday Driver and The Football Factory.

Rockstar Advanced Game Engine (RAGE) is a gaming engine     developed by Rockstar Games to facilitate game development on      the Xbox 360, Wii and PlayStation 3 consoles, as well as PC titles.

• Product : –

Rockstar Games is a development division of video game publisher Take Two Interactive, based in New York City, United States. The brand is most known for the Grand Theft Auto series. It comprises studios that have been acquired and renamed as well as others that have been created internally. While many of the studios Take-Two Interactive has acquired have been merged into the Rockstar brand, several other recent ones have retained their previous identities and have become part of the company’s 2K Games division.

ROCKSTAR’s aggregate review performance has shown a downward trend in quality over recent years and is expected to affect market shares during competitive seasons. Pacific Crest Securities analyst Evan Wilson has said, “Poor reviews and quality are beginning to tarnish the ROCKSTAR’s brand.

Product Line & Product Mix is detailed below:-

• Place

Rockstar Games, located at 622 Broadway in New York City, NY 10012 is part of the Take-Two Interactive offices in New York. It is the head office of Rockstar’s worldwide publishing enterprises. Its home to the marketing, public relations and product development departments

Logo	Name	Notes
	Rockstar Japan	Responsible for the Japanese translations of Rockstar Games’ video game franchises.
	Rockstar Leeds	Previously known as Mobius Entertainment. Based in Beeston, Leeds. They created Grand Theft Auto: Liberty City Stories and Vice City Stories for the PlayStation Portable.
	Rockstar Lincoln	Quality assurance and localization studio. Previously known as Tarantula Studios.
	Rockstar London	Formed in November 2005. Worked on Manhunt 2.
	Rockstar North	The best known Rockstar company, based in Edinburgh, Scotland. Previously known as DMA Design. They are famous for the Grand Theft Auto series and the game Manhunt.
	Rockstar San Diego	Previously known as Angel Studios. Developed Red Dead Revolver, the Smuggler’s Run series, and the Midnight Club series.
	Rockstar Toronto	Take Two’s in-house development team, previously known as Rockstar Canada. Their most well-known work is their adaptation of the cult classic film The Warriors.

• Price

Price is the one element of the marketing mix that produces revenue, the other elements produce cost. Prices are the easiest marketing mix element to adjust; product feature, channel and even promotion take more time price also communicates to the market the company intended value positioning of its product or brand.

Rockstar is selling its products (Games) all over the world. They are selling their products according to genre i.e. classification of games such as Action Games, Adventure Games & Sports Games. Their price differs from game to game. They decide their price according to the demand of that product and additional qualities.

Rockstar games has its products like GTA series i.e. Grand Theft Auto Series which is contributing much to their margin due to its tremendous demand in the competitive market. These types of games are having more demand as well as more prices in the market. According to Rockstar, they are deciding their price on the context of quality, game demand & their profit behind the cost.

• Promotion : –

The Company publishes and develops products through various wholly owned subsidiaries including: Rockstar Games, Rockstar Studios, Gathering of Developers, Talon Soft, Joytech, PopTop, Global Star and under the Take-Two brand name. The Company

maintains sales and marketing offices in Cincinnati, New York, Toronto, London, Paris, Munich, Vienna, Copenhagen, Milan, Sydney and Auckland. Take-Two’s common stock is publicly traded on NASDAQ under the symbol TTWO.

Rockstar’s headquartered in New York City; Inc. is an integrated global developer, marketer, distributor, and publisher of interactive entertainment software games and accessories for the PC.

Rockstar Games promote their games by releasing music albums along with games like GTA. They also promote their products by supplying their postures and banners in the malls. They also promote by giving offers on their various products. In-game radio stations have always been one of the most celebrated technical and creative aspects of the Grand Theft Auto franchise delivering a seemingly authentic radio experience complete with hours of hilarious commercials, jingles and DJ’s parodying a wide mix of contemporary and classic radio formats.   The radio stations in Grand Theft Auto: Vice City will feature the largest selection of music ever assembled for a video game with over eighty staggering tracks from artists such as Judas Priest, Blondie, Flock of Seagulls, and KoolKool and the Gang, Hall and Oates, Grandmaster Flash, Cutting Crew and many, many more that span the entire musical spectrum of the period.

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Tags: Action Games, Adventurous Games, Brand, Copenhagen, Grand Theft Auto Series, GTA Series, Joytech, Marketing mix, Max Payne, Milan, Munich, NASDAQ, New York City, Paris, Place, Price, Product, Promotion, RAGE, ROCKSTAR Games, Sports Games, Sydney, Toronto, United States, Vice City, Vienna