SEIZING THE POTENTIAL IN INDONESIA GAME INDUSTRY MARKETPLACE THROUGH SCENARIO PLANNING. CASE STUDY: PT. STARS

• Main Author: Prasetyo, Aswar
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46281
• Institution: Institut Teknologi Bandung

Badan Ekonomi Kreatif (Bekraf) has been one of many sectors that help Indonesia economy. In late 2016 Bekraf game prime data shows Indonesia game industry turnover also experienced an increase from US $180 million in 2014 to US $600 million in 2016. Asosiasi Game Indonesia (AGI) Leader, Jan Faris Majd states the average growth of the national gaming industry ranges from 20% to 30% per year. Jan said in 2017 Indonesia game player market ranges 43,7 million users and the potential turnover of the national game industry was in the range of US $800 million, and grew to US $1.13 billion in 2018. Indonesia users penetration has potential growth, in the year of 2019 they accumulated 8.7% growth. Despite all of it, game industry had always been underestimated by the people. External and internal analysis has been conducted to assess the current condition of Indonesia game industry, meanwhile the scenario planning serve as the tools to help the company see the plausible scenario that could happen and plan the strategic moves to face the future scenario. The writer uses PESTEL and Porter 5 Forces as the tools to asses macro-environment and game industry analysis. After getting the key focal issues from assessing external and internal condition, the research continue to identify the driving force to be use to define the axes of uncertainty in scenario creation stages. The two-driving force that have high impact and uncertainties is User Behaviour and Government Support. After the scenario has been created, the option and implication help to identify the option that can be applied in each of the scenario. The last stages of scenario planning help company to identify the characteristic of what scenario are the company in. the strategic roadmap serve to integrate the scenario plan and the company strategic moves.