Case Study: Leading Video Game Manufacturer Company achieves confident go/no‑go decision and optimized pricing and feature insights with Blueocean Market Intelligence

Evaluating a product idea by understanding the feature price fit

Leading Video Game Manufacturer Company needed to assess whether a conceptual new game property would appeal to active gamers and be price‑sensitive enough to warrant costly development. Blueocean Market Intelligence was engaged to evaluate feature–price fit and inform the go/no‑go decision using a discrete choice modeling approach.

Blueocean Market Intelligence’s discrete choice model quantified feature utilities and price sensitivity, revealing that active gamers favor challenging, adventure/exploration experiences and that $30 is a tipping point between planned and impulse purchases. At a $60 price point, modeled preference shares showed existing offerings collectively competitive with the potential new properties, and the analysis flagged that marketing the current title as a Sci‑Fi First‑Person Shooter/RPG (rather than Sci‑Fi open‑world) would likely improve sales. Based on Blueocean’s results, the client retained the original offering, avoided expensive new property development, and gained clear direction on feature and pricing strategy.