Pérez Parra 1
Paulina Pérez Parra
Mrs. Arnold Smith
IDC4A: Sports and Entertainment Marketing
November 18, 2023
Just Dance Now Product Modification: Report
Pérez Parra 2
1) Executive Summary
This report suggests a change on the free version of the mobile videogame Just Dance Now
which implies making an improvement on the experience of users on the free version of the
app. As the mobile version has a lower range of popularity compared to the console version
and it is going towards a declined product life cycle state. There are many activities that the
company can follow in order make the game more attractive to a young target market based
on their lifestyle and trends. The modification proposed is meant to encourage new users to
download the app, and eventually buy a subscription. The proposal includes following a
specific marketing mix plan that was defined by the information given by the participants of
a market research survey in which the main results were focused on their preference for free
products and the popularity that classic Just Dance choreographies have. The plan includes
adjusting prices through allowance and target pricing strategies in addition to the
implementation of a promotion approach that includes advertisements with endorsers through
social media and applying a price promotion modification strategy. The product will keep its
identity by keeping the visuals of the game, the logo, and the experience that it offers overall.
Branding is the main point of difference between other dance videogames and Just Dance
which will always stand out as the others are not as famous. The main change is focused on
the modification of the free version which now will let users play the same 5 classic Just
Dance songs unlimited times and watch commercials to unblock new songs every two hours.
Pérez Parra 3
2) SWOT Analysis for Ubisoft
Strengths Weaknesses
Internationally recognized gaming company Outdated videogames
Fan loyalty Financial revenue issues
Large product mix Repetitive products
Videogames sold through different channels Weak social media platforms
Owns software creation tools Deficient marketing strategies
Opportunities Threats
New technology development tools Better competitor’s products
Animation is becoming more important New innovative videogames
e-sports Distribution of illegal reproductions of the
Gaming becoming relevant on social media games
More markets interested in videogames Changes in consumer behaviours
Unsuccessful social media impact
Pérez Parra 4
3) Market research
Through a survey made to 16 participants about Just Dance Now and their preferences
when it comes to downloading apps, there were many conclusions made. The great majority
of participants are teenagers from ages 16-17 years old. Most of them mentioned that their
social life is very relevant in their lifestyle and agreed that school is one of their main
worries. Thanks to the data provided by them, it is possible to know that they are looking for
a fun way to take a break and forget about their responsibilities by playing Just Dance.
On the first place, it must be considered the image that they have about the videogame.
When they were asked what was the first thing that came to their minds when they thought
about a dance videogame almost all participants answered “Just Dance” while some others
mentioned that a dance videogame sounds like a fun idea. Second, participants are interested
in the product. Only 50% of the participants know that a mobile app exists, which confirms
that new marketing strategies must be applied. Following the behaviour and preference
patterns observed on the survey it is possible to know that the new free version of Just Dance
Now will be successful with the target market. Most participants said that they would rather
watch video advertisements and enjoy the free version than paying for a subscription, and
most of them expressed that Just Dance Now should include more classics and at the same
time add more songs to the game, which are the features proposed for the new version.
In conclusion, the information compiled from the survey confirms that the development
of the new version is likely to be successful and gives a general idea of which strategies must
be followed to get to the marketing goal.
Pérez Parra 5
4) Brief description of modified product
Just Dance Now is a well-known family and friends mobile video game that features popular
songs to dance with a group of physical people or online with players from other countries.
The new free version of the product now has 5 old-favourite predetermined songs to play
unlimited times without paying the monthly subscription, and instead it gives the option to
users to watch advertisements to unlock new songs every 2 hours.
5) Marketing goal
Get 60,000 new users for the mobile game Just Dance Now by December 2024 by using a
promotion strategy for the new version applied on social media apps like Instagram and
TikTok.
6) Point of difference
The promotion of the product can be considered the main point of difference, mostly because
of the branding. Just Dance carries a strong brand identity that makes it stand out from other
videogames that offer a similar experience such as Zumba Fitness, and the Disney’s Fantasia:
Music Evolved. Even though it is not commonly advertised, Just Dance is the first thing that
comes to the consumers’ minds when they think of videogames to dance.
Pérez Parra 6
7) Target Market
- Demographics: Gen z people whose ages are between 15 and 20 years, most of them high
school and university students living a young and single lifecycle who belong to a
middle-income family.
- Geographics: Focused on the American continent, mainly in the North American region
involving the United States and Canada. Meant mainly for suburbs and urban areas.
- Psychographic: Just Dance is dedicated to people who value their family and friends and
think that taking a break is very important for their mental health, this market has
probably a fun and active personality, most of them probably live a lifestyle of people
who party a lot and does not like being alone. Most players are interested in popular
music. They visualize product as a fun way to spend time with other people.
- Behaviouristic: Just Dance is mostly purchased for different party occasions such as
birthdays and friend reunions. The video game has over 700 songs available for the VIP
version which involves a high usage rate, all these songs are as well a benefit for the
customer as there is a wide variety of dances and artists. People who have played Just
Dance are attached to it and play it instead of any other games.
Pérez Parra 7
8) Product strategy
Just Dance Now is the mobile version of the famous dance videogame Just Dance. To play,
the app turns the user’s phone into a controller and links it with another device that can be
used as a bigger screen where the choreography will be projected, this device could be a
tablet or a laptop. The product brings a more accessible experience for those who do not
necessarily want to purchase a console. The proposed new free version includes five songs to
play unlimited times for free and the option of watching video advertisements to unblock
songs every 2 hours. The app can be downloaded by the customer for free and it keeps the
branding of the original Just Dance using the same logo and graphics, which includes bright
colors and the Just Dance typography, elements that carry the essence of the product that
everyone knows.
9) Price strategy
The product will implement an allowance price strategy which will work by getting the
prices reduced by making an exchange between the customer’s time and the app as they will
have to watch a video commercial in exchange for a new choreography. On the other hand, to
get more users to buy the subscription, a target pricing strategy will be applied to adjust the
price according to what they consider fair, which in this case, according to the results
obtained on the survey, is $3.99 CAD per month, cost that follows an odd-even pricing
strategy, which will make the purchase of the subscription more attractive to the consumer’s
eyes.
Pérez Parra 8
10) Promotion strategy
The product will be promoted through a media advertising campaign on Instagram and
TikTok that is meant to follow the target market’s interests and trends through endorsements
with singers which songs are featured on the game. A sample price promotion strategy will be
applied as the product modification is mostly focused on the free version of the game, which
after using it for a while might lead customers to get a subscription. The promotional budget
for this campaign is the objective-and-task method which is calculated knowing what is the
goal that Just Dance Now should achieve and knowing the tools that will be needed to get
there. The strategy will use a high range budget, as there will be many activities needed that
involve endorsers.
11) Place strategy
Just Dance Now will be distributed through various channels, mostly on web stores such as
the Apple’s App Store and Google’s Play store, apart from the Ubisoft official online store.
There will be also a physical way of purchasing subscriptions through convenient stores
located in the locations designated by the geographics across North America. One of the
main distributers that are available in many countries is 7-Eleven, a convenient store that
sells gift cards and subscription cards apart from many other products. The implementation
of these channels will make the product more accessible for everyone and will give the
customer a wide variety of options to pay weather they prefer cash, credit, or debit.
Pérez Parra 9
Works Cited
Bruno. “Ubisoft: Economic difficulties and governance in question”. UniversSimu.com. 2023.
https://www.univers-simu.com/en/News/ubisoft-economic-difficulties-and-governance-
in-question-
24634/#:~:text=Ubisoft%20suffers%20from%20a%20tendency,with%20no%20guarantee
%20of%20profitability. Accessed November 8, 2023.
“Books, Music, & Podcasts”. Ubisoft. 2023. https://www.ubisoft.com/en-
us/entertainment/books-music Accessed November 8, 2023.
Hooks, Ed. “The animation industry is evolving”. Anomalia. 2019.
https://www.anomalia.eu/blogpost/the-animation-industry-is-evolving/ Accessed
November 8, 2023.
“FAQ”. Just Dance Now, Ubisoft, 2023. https://www.justdancenow.com/FAQ?lang=en Accessed
November 8, 2023.
“Games Like Just Dance”. More Games Like. 2023. https://www.moregameslike.com/just-
dance-now/ Accessed November 8, 2023.
“Technology”. Ubisoft. 2023. https://www.ubisoft.com/en-us/company/how-we-make-
games/technology Accessed November 8, 2023
Just Dance Now, Ubisoft. 2017. https://justdancenow.com/ Accessed November 8, 2023.
Ubisoft Entertainment, Just Dance Now, App Store, 2023. https://apps.apple.com/us/app/just-
dance-now/id833517462 Accessed November 8, 2023.
Pérez Parra 10
Ubisoft Entertainment, Just Dance Now, Google Play, 2023.
https://play.google.com/store/apps/details?id=com.ubisoft.dance.JustDance&hl=en_US
Accessed November 8, 2023.
Ubisoft Entertainment, Just Dance Now, Sensor Tower, November 25, 2023.
https://app.sensortower.com/overview/833517462?country=US Accessed November 8,
2023.
Ubisoft, Ubisoft Store. 2001. https://store.ubisoft.com/ca/home?lang=en Accessed November 8,
2023.
Pérez Parra 11
Appendix
Pérez Parra 12
Pérez Parra 13
Pérez Parra 14
Pérez Parra 15
Pérez Parra 16
Pérez Parra 17
Pérez Parra 18
Pérez Parra 19
