We learn that the marketing process does not end when the product is in the consumer’s hands or when the service is delivered to the customer. The postpurchase stage is just as important as the prepurchase stage. It is this after-sale process that would help increase returning customers and eventually loyal customers. This is particularly vital in the highly competitive gaming industry.
After-sale service is what will make the difference between the gaming companies in the age of the internet, when computer games are being downloaded instead of being bought at a retail store. Gaming companies have to spend more resources satisfying gamers who have bought their products: bug fixes, updating patches and keep the gamers informed about new games.
FIFA Manager is a football simulation game developed by EA Sports. The seire has been in the market for more than a decade and EA Sports are planning to continue the annual release of this serie. Therefore it is the utmost importance for EA Sports to retain and expand their loyal customers so that the serie could become more profitable for them. One of the tactics that they employ is through an official blog by the game’s head designer:
http://www.fifa-manager.com/home/blog/blog-article/n/News/show/blog-4.html
This particular blog acts as a way for the designing team to communicate with the users. It keeps the users happy because it keeps them updated about the current version of the game and also provides them with first-hand news about the development of the next version of the game. In addition, it gives the users the opportunity to give their suggestions about the game and what the designers could do to improve the game further. By letting the users have their say in the making of the game, it makes them feel like they took part in the creation of this game and hence they will be more supportive and willing to buy it when the next version finally releases.
