Evolve

Adapting Strategy in the Gaming World

A garage start-up from Southern California, Turtle Rock Studios has left an indelible mark on the gaming industry of the 21st century, from their work on classics from Half-Life to Left 4 Dead. However, after splitting from industry-leading publisher and developer Valve, Turtle Rock Studios was on its own. Its two new leaders, Chris Ashton and Phil Robb, inspired by the hunting games of the late 1990s, discovered the idea that would become Evolve. In this hunting game, the prey can fight back. With the potential to change the co-op shooter genre forever, and the gilded memory of Left 4 Dead in the rearview, Turtle Rock’s time was here. Could they seize the moment, and elevate into the next stratum of game developers?

Keywords:
  • Price Discrimination
  • Versioning
  • Product-Business Model Fit
  • Video Games
Industry:
  • Media
Subject:
  • Strategy
  • Marketing
  • Product Management

Learning Objectives

At the end of this experience, your students will be able to grasp, evaluate and articulate…

  1. The concepts of versioning and price discrimination and their benefits and negative consequences.
  2. Acquisition vs. retention regarding customer base.
  3. The nature of the relationship between a product and the coordinating business model.


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