The International Game Developers Association (IDGA) has a Special Interest Group called WIG. The IGDA Women in Games (WIG) Special Interest Group (SIG) was formed to create a positive impact on the...

Running Head: MARKETING MANAGEMENT    1
MARKETING MANAGEMENT        4
MARKETING MANAGEMENT
Table of Contents
Introduction    3
Existing Strategies/Mission of WIG    3
New Marketing Strategies, Which Could Be Used To Raise Their Profile    4
Communication Plan to Move WIG Forward    4
Brand Management to Allow Forward Growth of WIG    5
Market Segmentation/Positioning Plan for WIG to Move Forwards    6
Conclusion    6
References    8
Introduction
Gaming industry is one of the most emerging sector all around the world. Developers over the globe are being recognized for their work; however, gender discrimination has been a major issue faced by women developers in gaming industry. Therefore, International Game Developers Association (IGDA) formed Women in Games Special Interest Group (WIGSIG) in order to promote gender balance at workplace as well as the market. This assignment will discuss the existing strategies of WIG and efforts will be made to provide new marketing strategies, communication plans, brand management and market position in order to move WIG forward.
Existing Strategies/Mission of WIG
    IGDA is the world’s largest organization established to serve individual game creators. IGDA tends to bring developers all around the globe at key industry conferences in order to improve lives and crafts of these developers. IGDA forms special interest groups (SIGs), which essentially are global communities and are run by volunteer advocates. Women in Games (WIG) is one of the SIG formed by IGDA and is being run by women volunteers. WIG was created in order to create a positive impact on the gaming industry (IGDA, WOMEN IN GAMES, 2020). This is majorly because of the fact that women in gaming industry were not respected or acknowledged for their work. Therefore, WIG was formed to create balance at workplace and market place in the gaming industry. Currently, IGDA WIGSIG mission statement is to provide and offer community, resources as well as opportunities to women and men in gaming industry. Likewise, these offerings and resources are also provided to individuals, especially women seeking to break the field of gaming along with the existing women developers all around the world (IGDA WIG SIG, 2019).
    Further, IGDA WIG mission is also to provide resources for mental health, legal support and much more. Moreover, WIGSIG also offers help in response to sexism, abuse as well as harassment.
New Marketing Strategies, Which Could Be Used To Raise Their Profile
    WIGSIG have been developed specifically to address issues faced by women in gaming industry. However, it would be essential to consider that promotion of this group would be essential in order to make sure that women are aware of the resources and support provided by WIG. Therefore, new marketing strategies or promotion strategies would be essential. In order to develop a new marketing strategy, target population will have to select...