University of Oulu

The role of product portfolio management in market expansion : a case of the mobile gaming industry

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Author: Lu, Jinni Jinghui1
Organizations: 1University of Oulu, Faculty of Technology, Industrial Engineering and Management
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.7 MB)
Pages: 77
Persistent link:
Language: English
Published: Oulu : J. Lu, 2022
Publish Date: 2022-11-16
Thesis type: Master's thesis (tech)
Tutor: Haapasalo, Harri
Reviewer: Haapasalo, Harri


The rapid growth of mobile game consumer spending has led to Free-to-Play mobile game developers’ constant competition for players by offering new games. The product portfolio management (PPM) approach helps tackle questions about the market, product and technologies based on a company’s strategic targets. However, to discover game genre diversity by aligning product portfolio with business strategy and existing capabilities in new product development process is challenging. A single-case study was conducted to examine the important connection between PPM and business strategy as well as existing capabilities to propose a practical approach for seeking game genre portfolio expansion opportunities. The main results include proposing an analysis framework using PPM and mobile app intelligence software to identify game genres in market expansion that are strategic fit, bring the best economic value and are resonated with company’s existing capabilities and competence. PPM focused areas and key performance indicators are proposed. This study is the first attempt to apply PPM approach with targets and KPIs in mobile game development. It contributes to the previous studies by extending the application of PPM approach in the initial stage of product development process in discoveries and innovation stage. Also, the results can be applied to other mobile game companies with similar new product development process.

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Copyright information: © Jinni Jinghui Lu, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.