Is it better for King to focus on expanding to new platforms or deepening engagement on current ones?

Introduction

The trade-off we're examining today is whether King should focus on expanding to new platforms or deepening engagement on current ones. This decision is crucial for King's growth strategy and resource allocation. I'll analyze this trade-off by considering market dynamics, user behavior, technical feasibility, and business impact. Let's dive into the key aspects to make an informed recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming King's current platforms are primarily mobile and web. Am I correct in thinking we're considering expansion to console or smart TV platforms?

Why it matters: Determines technical complexity and user acquisition strategy Expected answer: Yes, considering console and smart TV expansion Impact on approach: Would require analysis of platform-specific engagement patterns

• Business Context: Based on King's freemium model, I'm thinking revenue is primarily driven by in-app purchases. How significant is ad revenue in the current mix?

Why it matters: Influences monetization strategy for new platforms Expected answer: In-app purchases dominate, ad revenue is secondary Impact on approach: Would prioritize features that drive in-app purchases on new platforms

• User Impact: I'm guessing our core demographic is casual gamers aged 25-45. Has there been any shift in our user demographics recently?

Why it matters: Affects platform choice and engagement strategies Expected answer: Core demographic remains stable, but seeing growth in younger users Impact on approach: Would consider platforms popular with younger demographics

• Technical: Considering King's expertise in mobile development, I'm assuming there might be challenges in adapting to console environments. What's our current technical capability for cross-platform development?

Why it matters: Determines feasibility and resource requirements for expansion Expected answer: Limited console experience, but strong cross-platform mobile/web capabilities Impact on approach: Would factor in learning curve and potential partnerships for new platform development

• Resources: Given the potential scale of platform expansion, I'm thinking this would require significant investment. Are we looking at reallocating existing resources or securing additional budget?

Why it matters: Influences scope and timeline of expansion efforts Expected answer: Mix of reallocation and new budget, subject to initial success metrics Impact on approach: Would design a phased approach with clear success criteria for continued investment