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Prize winner
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 16 February 2012
Length: 8 pages
Data source: Field research
Topics: Strategy

Abstract

Turbine Inc is releasing a massively multiplayer on-line (MMO) game, The Lord of the Rings Online, based on the popular film trilogy. The firm's CEO needs to consider market conditions and game characteristics to build a business model for the game: decide which type of consumers to target-the hardcore gamers or the casual gamers-and form the optimal pricing scheme. One particular challenge he needs to face is that there is a dominant incumbent in the MMO market that Turbine enters, World of Warcraft. The case encourages students to explore the nature of the competition in the MMO market and to define characteristics of a successful business model.

Time period

The events covered by this case took place in 1998-2002.

Geographical setting

Featured company

Turbine Inc
Industry:
Online gaming

Featured protagonist

  • Jeff Anderson (male), CEO

About

Abstract

Turbine Inc is releasing a massively multiplayer on-line (MMO) game, The Lord of the Rings Online, based on the popular film trilogy. The firm's CEO needs to consider market conditions and game characteristics to build a business model for the game: decide which type of consumers to target-the hardcore gamers or the casual gamers-and form the optimal pricing scheme. One particular challenge he needs to face is that there is a dominant incumbent in the MMO market that Turbine enters, World of Warcraft. The case encourages students to explore the nature of the competition in the MMO market and to define characteristics of a successful business model.

Settings

Time period

The events covered by this case took place in 1998-2002.

Geographical setting

Featured company

Turbine Inc
Industry:
Online gaming

Featured protagonist

  • Jeff Anderson (male), CEO

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