Model for managing the launch of a digital game product based on marketing analytics

Abstract

This article examines a model for managing the launch of a digital gaming product. This model is an analytical and managerial framework based on marketing analytics methods and aimed at ensuring the validity of management decisions during the product's commercialization process, while preserving the original logic of the problem space. The relevance of this research topic is determined by the high competitive intensity in the mobile gaming segment, the increasing role of digital distribution and communication channels, and the need for management actions determined by the verification of working hypotheses in an uncertain market environment. The paper systematically examines market analysis tools, including Customer Development, JTBD, CJM, ASO, performance marketing, and product metrics. The author's five-stage model is presented as an interconnected structure that ensures end-to-end communication between the stages of market research, audience segmentation, product packaging, channel selection, and management decision-making.