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Tower of Saviors or Toilet of Plagiarists? The Tale of a Mobile Game  
 
Product Ref: 14/552C Company: Mad Head Limited

Product Type: Case Industry: Software & Services

Related Product(s): Teaching Note
Authors: Chris Corbishley   Yanfeng Zheng   
The case illustrates how Mad Head Limited ("Mad Head"), the developer of a smash hit mobile game, Tower of Saviors ("TOS"), became financially successful by imitating another well-known product on the market. The story presents background on the founders and the company from its inception as an e-cards business to the release of TOS. The case is intended to stimulate debates on topics such as imitation vs. innovation, viable business models for start-ups and the ethical concerns associated with an imitative approach. If time permits, the instructor can also guide discussion to more in-depth topics such as the distinction between Schumpeterˇ¦s and Kirznerˇ¦s views on entrepreneurship and their economic implications.
Functional Area : Social Enterprises & Ethics
Strategy & General Management

Learning Objective: After reading and analyzing the case, students will be able to:
ˇE Define the business opportunity present in mobile gaming in 2012 and beyond, as well as the motivation behind the foundersˇ¦ entry into the market with an imitative strategy.
ˇE Articulate copycat business strategies and how they differ from more "innovative" approaches, drawing comparisons with successful western gaming companies such as Rovio Entertainment, the creator of Angry Birds.
ˇE Discuss the advantages and potential pitfalls of pursuing a copycat business strategy, particularly by resource-constrained start-ups.
ˇE Analyze the Mad Head business model and situate it in the context of mobile gaming companies in Asia and around the world.
Length: 24 pages Country: Hong Kong SAR

Pub. Year: 2015 Level of Difficulty: 3
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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Case (14/552C) HK$58 / US$7.5
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