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Playtonic Games SWOT Analysis

A SWOT Analysis of the company Playtonic Games.

The following is a marketing analysis in the form of SWOT (Strengths, Weaknesses, Opportunities, and Threats) of Playtonic Games.

Synopsis: Their studio hosts a series of accolades that present unique strengths. Their weaknesses, opportunities, and threats tend to be less specific to them and are rather common in the video game industry. One of their greatest opportunities that as of writing this (approximately four months after the assignment was done) the company has well seized was their transition to also being a publisher. Information in the analysis is a combination of resources from the company's website, research journals and articles, and an interview with the company's managing director Gavin Price.

Addendum: Four months following this analysis, Playtonic Games announced their expansion as a publisher with 'Playtonic Friends'. This posed as a potential opportunity during its announcement, and has proven itself as such in the following months.

Key Components

Strengths & Weaknesses

Playtonic Games boasts a team of industry veterans, a series of award nominations/wins, and is a member of TIGA. The company has a relatively small team/new company compared to major studios, and is dependent on the standard industry distributors including Nintendo, Sony, Microsoft, and Valve.

What is Playtonic Games?

Playtonic Games is a video games studio founded in 2014, based out of the UK. Their company features a team of former Rare Ltd. employees as well as newcomers, allowing for a fresh take on veteran developers. Their flagship series is Yooka-Laylee, often considered a spiritual successor to the Banjo-Kazooie franchise. As of February 2021, they created Playtonic Friends, a publishing label for small game companies.

Opportunities & Threats

While not unique to Playtonic, the gaming industry has been growing and the 3D platformer genre has been gaining a resurgence. However, the battle royale genre currently dominates the market and the ease of entering the gaming industry is becoming increasingly accessible. While not inherently bad, this is detrimental from a business perspective.

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