Subject category:
Marketing
Originally published in:
2023
Length: 9 pages
Data source: Generalised experience
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Abstract
'Monster Hoarder' is an augmented reality (AR) game launched by CEVER Technologies in 2016. By utilizing GPS technology on mobile devices, players can discover, capture, and train virtual monsters while walking around. Players may also engage in mutual battles with their virtual monsters in so-called training schools. The entire game is set up in such a way that it seamlessly integrates into the player's real-world surroundings. The game is marketed as promoting the outdoors and helping develop friendships. Although the game is free-to-play, it employs a freemium business model that allows in-game microtransactions to purchase cosmetic (eg, character skins) and gameplay (eg, power upgrades for monsters)-enhancing items. Anno 2022, for the first time in years, a decline in the number of players as well as profit was experienced by the company. A task force - the player retention team - is established to analyze the player base as well as to describe the main customer segments and mitigate customer churn.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Geographical setting
Region:
World/global
Country:
France
Featured company
CEVER
Employees:
51-200
Type:
Privately held
Industry:
Mobile gaming
Other keywords:
Augmented reality
Featured protagonist
- Nico (male), Data analyst
About
Abstract
'Monster Hoarder' is an augmented reality (AR) game launched by CEVER Technologies in 2016. By utilizing GPS technology on mobile devices, players can discover, capture, and train virtual monsters while walking around. Players may also engage in mutual battles with their virtual monsters in so-called training schools. The entire game is set up in such a way that it seamlessly integrates into the player's real-world surroundings. The game is marketed as promoting the outdoors and helping develop friendships. Although the game is free-to-play, it employs a freemium business model that allows in-game microtransactions to purchase cosmetic (eg, character skins) and gameplay (eg, power upgrades for monsters)-enhancing items. Anno 2022, for the first time in years, a decline in the number of players as well as profit was experienced by the company. A task force - the player retention team - is established to analyze the player base as well as to describe the main customer segments and mitigate customer churn.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Geographical setting
Region:
World/global
Country:
France
Featured company
CEVER
Employees:
51-200
Type:
Privately held
Industry:
Mobile gaming
Other keywords:
Augmented reality
Featured protagonist
- Nico (male), Data analyst