Summary

ook publishing and collectible cards. Khoo also made use of Jerry’s and Mike’s fame in the gaming
industry as opinion leaders, to sell creative consulting to developers like Ubisoft and Vivdendi, and
organizations that rates games like ESRB.
Penny Arcade had since then launched their own video games with other game publishers
although the games did not fare as well as their comics. Penny Arcade also tried to launch
Greenhouse, an online distribution platform for games that are produced by Penny Arcade or
approved by Penny Arcade, from big to tiny developers. Although Khoo said that many people see
them as a source they could trust, this preposition alone did not save the fledging project which
failed in 2011. The shutdown was probably due to intense competition from other indie game
distributors.
Positioning and Targeting
Comics about video gaming culture filled with satire jokes. Target readers are clearly
hard-core gamers in English-speaking countries, who could understand and relate to the jokes.
Product
The primary product is comics but revenue comes from other products and services. These
products include merchandise, books, collectible cards and games. Services include syndication,
editorial advertising and consultation services to game companies and organizations. Apparel
designs ranges from not just their own cast characters but also other game-inspired graphics that
look cool or slightly geeky to appeal to their fans. Webcomics are compiled every year into comic
books approximately 120 pages long with bonus material and published by Dark Horse.
Place
Penny Arcade sells their merchandise on their own online store and during conventions.
Comic books are taken care by their publishers, who distribute them in bookstores and even on
Amazon.
Price
T-shirts cost at least $17.99 and comic books cost $12.95 each. A bundle pack of volume 1 to
8 that costs $89.99 is also sold.
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