SPECIAL FEATURES OF MARKETING STRATEGY IN THE MARKET OF ONLINE SOCIAL GAMES

Pronina Natal'ya Nikolaevna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), penzamarketing@mail.ru
Mordovina Alena Vladimirovna, Master degree student, Penza State University (40 Krasnaya street, Penza, Russia), Svoboda.dom.ru@mail.com

339.13

Background. Nowadays the market of social online games actively develops and grows rapidly. Accordingly, the audience of social networks increases as well. As of today, social networks are not just convenient databases in the form of profile catalogs but are also full software platforms allowing both to work in the browser and to serve as entertainment. Thereby, it is important to pay attention to the special features of the marketing strategy for the businesses engaged in production of online games. The purpose of this study is to conduct research of the market of social online games, to analyze competitors, and to study the special features of marketing strategy for organizations engaged in online games production.
Materials and Methods. The following methods were utilized while conducting the present research: traditional analysis of documents; comparative analysis, consumer survey via Internet resources.
Results. The characteristics of social networks have been researched, and the types of social networks have been classified. Genres of social games have been systematized on the basis of game-play and options for interaction between players. The following special features of marketing strategy for social online games have been determined: influence of the targeted auditory on the product; presence of the single channel of distribution; development of price formation strategy based on two levels; the availability of free methods of promotion of the final product to the consumer.
Conclusions. Operations within a highly competitive market require attention to development and introduction of new products. Development and implementation of product policy requires clear understanding of the
production goals, internal resources and knowledge of customers' needs and expectations. The characteristics of all the components of the marketing mix shall be noticed while developing the marketing strategy for introduction of a new product to the market of social online games.

social online games market, genres of social games, pricing in social games, progressing in social games.

1. Shikh K. Era Facebook. Kak ispol'zovat' vozmozhnosti sotsial'nykh setey dlya razvitiya vashego biznesa [Era of Facebook. How to use social network capacities to develop your business]. Мoscow, 2010, 304 p.
2. Available at: http://cossa.ru/articles/234/13324/
3. Available at: http://www.appdata.ru/blog/post/133