Flevy Management Insights Case Study
Growth and M&A Strategy for Indie Game Publishing Company
     David Tang    |    M&A (Mergers & Acquisitions)


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in M&A (Mergers & Acquisitions) to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

TLDR A mid-size indie game publishing company faced a 20% decline in market share due to competition and internal operational inefficiencies. By acquiring three studios and implementing Lean Six Sigma, the company increased market share by 15%, reduced production time by 20%, and improved employee retention by 25%, demonstrating the importance of Strategic Planning and Operational Excellence in achieving growth.

Reading time: 13 minutes

Consider this scenario: A mid-size indie game publishing company faces m&a challenges in a crowded market.

The organization has seen a 20% decline in market share due to increased competition from both established players and new entrants. Internally, the company struggles with operational inefficiencies and talent retention, which hampers its ability to produce high-quality games on time. The primary strategic objective is to expand market presence through strategic acquisitions and operational improvements.



This organization is a mid-size indie game publishing company experiencing stagnation and decline in key performance areas. A closer examination suggests that the root cause may lie in the company's slow adoption of emerging technologies and a lack of customer-centric innovation. Furthermore, internal resistance to change and process inefficiencies could be hindering its ability to adapt and thrive in a highly competitive landscape.

Competitive Market Analysis

The gaming industry is experiencing rapid growth, driven by increasing consumer demand for innovative and immersive gaming experiences. We begin our analysis by analyzing the primary forces driving the industry:

  • Internal Rivalry: High, due to the presence of numerous competitive players ranging from large, established developers to small indie studios.
  • Supplier Power: Moderate, as specialized talent and technology providers hold significant influence over game production costs and timelines.
  • Buyer Power: High, with gamers having a wide variety of choices and being highly price-sensitive.
  • Threat of New Entrants: High, as the barriers to entry are relatively low with accessible development tools and platforms.
  • Threat of Substitutes: Moderate, with alternative forms of entertainment like streaming services and social media vying for consumer attention.

Emergent trends in the industry include the increasing popularity of mobile gaming, the rise of cloud gaming services, and the growing importance of community engagement and live streaming. Based on these trends, we identify the following major changes in industry dynamics:

  • Shift towards mobile gaming: This presents an opportunity to develop mobile-optimized games, but also poses the risk of diluting focus from core console and PC offerings.
  • Advancements in cloud gaming: This creates opportunities for broader distribution and lower entry costs, but risks include dependency on third-party cloud providers.
  • Increased importance of community engagement: This offers the chance to build strong, loyal customer bases but requires significant investment in community management and content creation.

A STEER analysis reveals several factors impacting the gaming industry:

Socially, there is a growing acceptance of gaming as a mainstream form of entertainment. Technologically, rapid advancements in hardware and software are driving innovation. Economically, increasing disposable incomes are boosting game sales. Environmentally, there is a rising focus on sustainable practices within game development. Regulatorily, evolving data privacy laws are impacting how companies manage user data.

For effective implementation, take a look at these M&A (Mergers & Acquisitions) best practices:

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Internal Assessment

The organization has strong creative talent and a loyal fanbase but struggles with operational inefficiencies and slow technology adoption.

MOST Analysis

The organization's mission is to create innovative gaming experiences. Its objectives include increasing market share and improving operational efficiency. Strategies focus on strategic acquisitions and technology adoption. Tactical actions involve streamlining production processes, enhancing talent retention, and expanding marketing efforts.

McKinsey 7-S Analysis

Strategy: Focus on expanding market presence through M&A. Structure: Hierarchical, with centralized decision-making. Systems: Outdated production and project management tools. Style: Top-down leadership approach. Staff: Highly skilled but facing high turnover. Skills: Strong creative and development capabilities. Shared Values: Commitment to innovation and quality.

Digital Transformation Analysis

Current digital capabilities are limited, with outdated development tools and lack of integrated project management systems. Investment in cloud-based development platforms and advanced analytics tools is necessary. Enhancing digital marketing strategies to leverage social media and community engagement will be crucial for growth.

Strategic Initiatives

The leadership team formulated strategic initiatives based on the comprehensive understanding gained from the previous industry analysis and internal capability assessment, outlining specific, actionable steps that align with the strategic plan's objectives over a 3-5 year horizon to drive growth by 20% over the next 12 months .

  • M&A Strategy: Acquire smaller indie studios with complementary strengths to expand market share and diversify the game portfolio. The intended impact is to accelerate growth and capture new customer segments. Value creation will come from synergies and cross-promotion opportunities, expected to result in revenue growth and increased market presence. This initiative will require investment in due diligence, legal support, and integration planning.
  • Operational Efficiency Improvement: Streamline game development processes to reduce production time and costs. The goal is to enhance productivity and quality. Value creation will come from reduced time-to-market and lower operational costs. Resource requirements include investment in new project management tools, training programs, and process optimization consultants.
  • Technology Adoption: Implement advanced development tools and cloud-based platforms to enhance game quality and innovation. The goal is to stay competitive and meet evolving customer expectations. Value creation will come from increased development efficiency and higher-quality games. Resource requirements include CapEx for new technology, training, and ongoing maintenance.
  • Community Engagement: Develop a robust community management strategy to build and maintain a loyal fanbase. The goal is to enhance customer loyalty and drive word-of-mouth marketing. Value creation will come from increased customer retention and organic growth. This initiative will require investment in community managers, content creation, and social media tools.

M&A (Mergers & Acquisitions) Implementation KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


Efficiency is doing better what is already being done.
     – Peter Drucker

  • Revenue Growth: This KPI will measure the effectiveness of M&A activities in expanding market share.
  • Production Time Reduction: A decrease in production time will reflect improvements in operational efficiency.
  • Technology Adoption Rate: This KPI will track the implementation of new development tools and platforms.
  • Customer Engagement Rate: Increased engagement will indicate success in building a loyal community.
  • Employee Retention Rate: A higher retention rate will reflect improvements in talent management and satisfaction.

These KPIs will provide insights into the effectiveness of the strategic initiatives, allowing the organization to make data-driven decisions and adjust its strategies as needed.

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Stakeholder Management

Success of the strategic initiatives hinges on the involvement and support of both internal and external stakeholders, including key management, development teams, and external technology partners.

  • CEO: Responsible for overall strategic direction and decision-making.
  • CFO: Manages financial planning and investment for initiatives.
  • CTO: Oversees technology adoption and integration.
  • Development Teams: Execute game production and innovation.
  • Marketing Team: Develops and implements community engagement strategies.
  • HR: Manages talent retention and training programs.
  • Legal Advisors: Provide support for M&A activities and compliance.
  • External Technology Partners: Supply and maintain new development tools and platforms.
Stakeholder GroupsRACI
CEO
CFO
CTO
Development Teams
Marketing Team
HR
Legal Advisors
External Technology Partners

We've only identified the primary stakeholder groups above. There are also participants and groups involved for various activities in each of the strategic initiatives.

Learn more about Stakeholder Management Change Management Focus Interviewing Workshops Supplier Management

M&A (Mergers & Acquisitions) Best Practices

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M&A (Mergers & Acquisitions) Deliverables

These are a selection of deliverables across all the strategic initiatives.

  • Strategy Report Deliverable (PPT)
  • Operational Efficiency Improvement Plan (PPT)
  • Technology Adoption Roadmap (PPT)
  • M&A Financial Model (Excel)
  • Community Engagement Strategy Presentation (PPT)

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M&A Strategy

The implementation team leveraged several established business frameworks to help with the analysis and implementation of this initiative, including the Resource-Based View (RBV). RBV is a strategic framework that focuses on the internal resources of an organization to achieve competitive advantage. It was particularly useful in this context, because it helped identify the unique resources and capabilities that could be leveraged through acquisitions to enhance market position. The team followed this process:

  • Conducted a thorough audit of the company's existing resources and capabilities, identifying strengths and gaps.
  • Identified potential acquisition targets that possessed complementary resources and capabilities to fill identified gaps.
  • Assessed the strategic fit of each potential acquisition target based on resource synergies and potential for value creation.
  • Developed integration plans to effectively combine the acquired resources with existing operations.

Another framework utilized was the Value Chain Analysis. This framework breaks down the activities of an organization into primary and support activities to identify areas where value can be added. It was useful for this initiative as it provided a systematic approach to identify potential cost savings and efficiency improvements post-acquisition. The team followed this process:

  • Mapped out the value chain of both the acquiring company and the target acquisition.
  • Identified areas of overlap and potential synergies in both primary and support activities.
  • Analyzed opportunities for cost savings and efficiency improvements in the combined value chain.
  • Developed detailed integration plans to realize identified synergies and cost savings.

The implementation of these frameworks resulted in the identification of high-potential acquisition targets and the development of comprehensive integration plans. This approach enabled the organization to achieve significant cost savings and operational efficiencies, thereby enhancing its market position and competitive advantage.

Operational Efficiency Improvement

The implementation team leveraged several established business frameworks to help with the analysis and implementation of this initiative, including Lean Six Sigma. Lean Six Sigma is a methodology that combines Lean manufacturing principles with Six Sigma quality control techniques to improve efficiency and reduce waste. It was particularly useful in this context, as it provided a structured approach to identify and eliminate inefficiencies in the game development process. The team followed this process:

  • Conducted a comprehensive assessment of current game development processes to identify areas of waste and inefficiency.
  • Implemented Lean principles to streamline workflows and eliminate non-value-added activities.
  • Utilized Six Sigma techniques to measure and analyze process performance, identifying root causes of inefficiencies.
  • Developed and implemented process improvement plans to address identified issues and enhance efficiency.

Another framework utilized was the Theory of Constraints (TOC). TOC focuses on identifying and managing the most critical limiting factor (constraint) that stands in the way of achieving a goal. It was useful for this initiative as it helped prioritize improvement efforts on the most impactful areas. The team followed this process:

  • Identified the primary constraints in the game development process that were limiting efficiency and productivity.
  • Analyzed the impact of these constraints on overall process performance.
  • Developed targeted improvement plans to address and alleviate the identified constraints.
  • Monitored and measured the impact of improvement efforts on overall process performance.

The implementation of these frameworks resulted in significant improvements in operational efficiency, reducing production time and costs. This approach enabled the organization to deliver high-quality games more quickly and cost-effectively, enhancing its competitive position in the market.

Technology Adoption

The implementation team leveraged several established business frameworks to help with the analysis and implementation of this initiative, including the Diffusion of Innovations (DOI) theory. DOI is a framework that explains how, why, and at what rate new ideas and technology spread within an organization. It was particularly useful in this context, as it provided insights into how to effectively promote and implement new development tools and platforms. The team followed this process:

  • Conducted an assessment of current technology adoption levels and identified key influencers within the organization.
  • Developed a communication strategy to promote the benefits of new technology to key stakeholders and influencers.
  • Implemented pilot programs to demonstrate the effectiveness and advantages of new development tools.
  • Provided comprehensive training and support to facilitate widespread adoption of new technology.

Another framework utilized was the Technology-Organization-Environment (TOE) framework. TOE examines the factors that influence the adoption of new technology within an organization, including technological, organizational, and environmental factors. It was useful for this initiative as it provided a holistic view of the factors impacting technology adoption. The team followed this process:

  • Assessed the technological capabilities and readiness of the organization to adopt new development tools.
  • Evaluated organizational factors such as culture, structure, and resources that could impact technology adoption.
  • Analyzed environmental factors such as market trends, competitive pressures, and regulatory requirements.
  • Developed a comprehensive technology adoption plan that addressed identified barriers and leveraged enablers.

The implementation of these frameworks resulted in the successful adoption of advanced development tools and platforms, enhancing the organization's ability to innovate and produce high-quality games. This approach enabled the organization to stay competitive and meet evolving customer expectations.

Community Engagement

The implementation team leveraged several established business frameworks to help with the analysis and implementation of this initiative, including the Customer Relationship Management (CRM) framework. CRM is a strategy for managing an organization's interactions with current and potential customers. It was particularly useful in this context, as it provided a structured approach to build and maintain a loyal fanbase. The team followed this process:

  • Implemented a CRM system to track and manage customer interactions and engagement activities.
  • Developed personalized communication strategies to engage with different segments of the community.
  • Created and distributed valuable content to foster community engagement and loyalty.
  • Monitored and analyzed customer feedback to continuously improve engagement strategies.

Another framework utilized was the Net Promoter Score (NPS). NPS is a metric that measures customer loyalty and satisfaction based on their likelihood to recommend the organization to others. It was useful for this initiative as it provided a quantifiable measure of community engagement success. The team followed this process:

  • Conducted NPS surveys to gauge customer satisfaction and loyalty levels.
  • Analyzed survey results to identify areas for improvement in community engagement strategies.
  • Developed and implemented action plans to address identified issues and enhance customer loyalty.
  • Continuously monitored NPS scores to track the effectiveness of engagement efforts.

The implementation of these frameworks resulted in a significant increase in customer engagement and loyalty, driving organic growth and enhancing the organization's brand reputation. This approach enabled the organization to build a strong, loyal community that supports its long-term success.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased market share by 15% through the acquisition of three complementary indie studios.
  • Reduced game development production time by 20% via the implementation of Lean Six Sigma methodologies.
  • Achieved a 25% improvement in employee retention rates through enhanced talent management and training programs.
  • Boosted customer engagement rates by 30% with a robust community management strategy and personalized communication.
  • Successfully adopted advanced development tools, resulting in a 10% increase in game quality ratings.

The overall results of the initiative show significant progress towards the strategic objectives, particularly in market share growth and operational efficiency. The acquisition of indie studios has not only expanded market presence but also diversified the game portfolio, contributing to a 15% increase in market share. Operational improvements, such as the 20% reduction in production time, have enhanced productivity and cost efficiency. However, the technology adoption rate, while successful, could have been faster, indicating potential resistance to change within the organization. Additionally, while customer engagement rates improved, the investment in community management was substantial, and the ROI needs further evaluation. Alternative strategies, such as phased technology rollouts and more targeted community engagement efforts, could have potentially yielded quicker and more cost-effective results.

For the next steps, it is recommended to focus on further integrating the acquired studios to fully realize synergies and cross-promotion opportunities. Continued investment in employee training and development is crucial to maintain high retention rates and foster innovation. Additionally, refining the community engagement strategy to ensure cost-effectiveness and exploring new digital marketing channels will be essential. Finally, addressing any internal resistance to technology adoption through change management initiatives and continuous stakeholder engagement will be key to sustaining long-term growth and competitiveness.

Source: Growth and M&A Strategy for Indie Game Publishing Company, Flevy Management Insights, 2024

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