MARKETING COMMUNICATIONS IN ENTERTAINING INDUSTRY: CASE STUDY FROM BLIZZARD CORPORATION
MARKETING COMMUNICATIONS IN ENTERTAINING INDUSTRY: CASE STUDY FROM BLIZZARD CORPORATION

Summary/Abstract: The use of a wide range of different online marketing activities is currently considered a standard of marketing communication strategy. The paper sheds light on contemporary approaches in marketing communications in the case study of the online game provider- Blizzard Entertainment. The study argues that the online game company applied different marketing communication tools, as some of them are following the current trends in the industry. This paper is focused on marketing communication of Blizzard Entertainment, an American video game developer and publisher. The aim of the study is to evaluate current marketing communication of the company and recommend other marketing activities that could be implemented. The identification of the current situation was reached by qualitative and quantitative methods of research applied on Blizzard Entertainment. Main channel of communication within Blizzard was internet communication and e-mail. Consequently, there are recommended steps to improve marketing situation of the company, based on the findings listed in paper.

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