GameCo Market Analysis
Project Overview
GameCo
I’m a data analyst that GameCo, a new video game
company, has hired to do some descriptive analysis
on their video game data set.
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GameCo wants to use my findings to foster a better
understanding on how they should develop new
games for the following 2017 year, based on the
landscape of the current video game market
Key Questions
Before diving into the data, it is crucial to understand what business questions the GameCo executives want answered:
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Are certain types of games more popular than others?
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What other publishers will likely be the main competitors in certain markets?
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How have video game sales varied between geographic regions over time?
DATA
TOOLS
SKILLS
​The data consists of video game titles sold between 1980-2016. Each title contains descriptors such as genre, platform, region and publisher
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Microsoft Excel
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Microsoft PowerPoint
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Data visualization
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Pivot tables
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​Descriptive Analysis
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Organize, clean, group and summarize data
The Process
Data Preparation
The first step in this project was cleaning and prepping the VGChartz data for analysis. This process includes de-duplicating, deleting unnecessary rows, and dealing with null values for data completeness and validity
Exploratory Data Analysis (EDA)
Once the data was ready for use, statistical analysis and data exploration techniques were done to filter pertinent data. This includes using pivot tables to group data, and understanding data distribution with descriptive statistics(mean, median, outliers, etc.)
Data Insights & Visualizations
Based on the EDA, I drew insights with the statistical evidence and supported arguments with data visualization creation in Excel. Bars, stacked bars, scatterplots, and histograms were some data visualizations created in this exercise.
Data Storytelling
Lastly, I created a final PowerPoint with all my findings and visualizations, and answered all business-related questions into a revised business strategy for GameCo.
Conclusion
Based on data findings, my recommendation should be to segment GameCo's growth strategy to 3 separate geographical markets to maximize profitability across different customer bases
North America
The North American market is considered the largest segment, and more than 40% of the budget should be allocated towards marketing. The action and sports genres will be the most profitable here, and the top competing publisher is Activision. A partnership with Xbox/Microsoft is encouraged in North America.
Europe
The European market is the "surging" market of the group. It boasts the largest increase in market share over the last decade and 30-40% of budget is warranted for our European gamers. Action and sports genres are popular here, and Activision is still the leading publishing competitor in Europe.
Japan
The smallest market that has been on a decline in recent years is the Japanese gaming market. While a small budget of 20% should be allotted to Japan, the focus should be on "revitalization" of Japanese gaming culture by partnering with Nintendo title releases. Japan is a niche market that requires a more nuanced market strategy.
