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REPOSITIONING A BRAND FOR DOMINANCE IN A CHANGING INDUSTRY

 
 

 

Changing The Narrative

Redbox is a rental service that lends customers entertainment through movie and game titles via kiosks at grocery stores, convenience stores, restaurants and most recently on-demand. The company had reached an all time revenue high in 2013, but saw steady decline each subsequent year while neglecting their gamer base. The brand needed a repositioning  to both win back previous customers and gain new ones.

I saw an opportunity to reposition the brand as a disruptor and in doing so cement them as a force of change in an ever growing industry.

 

 

The Context Within The Consumer's Lens

For the better part of two decades, gaming has been a shining staple of the entertainment industry. That is until recently, with a growing number of the consumership reluctant to buy once popular new released titles. This is evident in the overall industry drop in preorder and release sales throughout a majority of the AAA title pool. This is mostly due to the growing concern of gamers over the quality and business gaming practices displayed by developers in recent years.

In my sit-downs with both new and tenured gamers, I found a consistent narrative when it came to the recent state of new game releases. Many of them ushering the theme of feeling jaded by what they deem “misleading practices of development companies” or “questionable content releases”.  All-be-it to say it is evident that a substantial portion of the industry’s consumer base lacks trust in the realm of what quality of content is being released to them. It is in this I found a gaming changing opportunity for Redbox to step in and render aid to growingly begrudent consumer base of such a passionate and hungry industry.

 

 
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Video games are comparable to movies also because both are considered to have experience created value, meaning the consumers don’t know whether they like a game or not until they have actually played the game. Video games are high priced compared to movies or music and being experiential by nature, they possess high risk for the consumer
— Marchand et al
 
 

 
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Setting The Framework

For many publishers, the years of substantially demoing titles have long been deceased. Gone are the days when magazines, media outlets or publications could get a lengthy in depth review process of a game and all it has to offer pre the release of an official gold title.

In often recent times many studios push money away from development dollars and into flash promos. Be-it their call or not, a lot of times these tactics mislead gamers into disappointing launch releases, leaving publishers afraid of consumer outcry and reluctant to participate in consumer-friendly pre-release open gaming reviews.

Brave studios in some cases do subtle previews which often mean popular streamers get a chance to preview small portions of a game often behind closed doors though the majority of consumers believe this is not enough.

Through this system of events, gamers are looking for a way to screen titles before they commit their hard earn dollars to an investment they can only hope pans out.

 

 

 

Taking On Goliath

Redbox has an unprecedented opportunity in front of them to position themselves in uncharted territory by not only becoming the go-to “try before you buy” entity of the industry, but also acts as a protection for gamers against the gouge of underdeveloped games. By acting as the gatekeeper of the industry, Redbox can position themselves in the space no entity has dared to go. Establishing themselves as cost efficient way to try a title without the commitment and threat of being scorned.

This process would also allows Redbox to partner with sub-communities like Twitch and Mixer, streaming services with a massive growing population of what the industry refers to as “hands-off gamers” to get a resurgence of dormant gamers to begin trying new games again.

This move would allow Redbox to stake their claim in the multi-billion dollar industry as the first major advocate for the consumer-first experience, while giving the leverage back to the consumer.

With the growing concern from avid gamers, I see an opportunity for Redbox to set a new precedent and address one of gaming’s biggest red spots.

 

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