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The Intellivision Amico: A Gamechanger in the Video Game Industry

The Intellivision Amico is a brand new console inspired by the Mattel Intellivision of the 1980's. It hopes to bring families back together.

The Video Game Market is Huge

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The video games market is a lucrative $159.3 billion as of 2020. Despite a global pandemic that has ravaged many industries, the video games market remained resilient. It even grew from previous years - $120.1 billion in 2019 and $115.5 billion in 2018.

There are 200 million hardcore gamers in the world and there are 3.1 billion casual gamers worldwide.

The Gap in the Market

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The video game landscape is dominated by the big three - Nintendo, Sony and Microsoft. With billions at their disposal and with a huge head start in the market, it would be near impossible for a much smaller company to compete.

However, the big three largely serve the hardcore gaming market as games have largely become more advanced and complex.

Gone are the days when most games were simple and fun and when you can easily play video games with your mom and dad or grandma and grandpa.

The casual gamer is now being served largely by mobile games which play on a mobile phone or tablet.However, mobile games are largely solitary experiences. Sure, you can play with friends online, but the experience is different from physically playing with several people on a big screen in the same room.

With the console market no longer serving the casual market, there is now room in the market for a video game console that is accessible to the casual gamer.

Blue Ocean Strategy

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Blue ocean strategy is defined by authors Chan Kim & Renée Mauborgne as "The simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players."

Why Intellivision is Using the Blue Ocean Strategy

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A company with millions in investment money and a rich heritage in its industry may seem impressive, but it would be foolish to go up against bigger companies with billions of dollars in the bank and an established foothold in the market.

Intellivision recognizes that it would be futile to battle with Nintendo, Sony and Microsoft in a crowded hardcore gamer market thus it is trying to carve out a nice chunk of the casual gaming market.

There is no dominant gaming console for casual gamers. Sure, you have rereleased versions of older consoles and a few consoles made by smaller companies but no dominant force in the industry.

This is the perfect situation for a video game company to come in and dominate this sector.

Industry Disruptions Create Cash

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There is money to be made in disrupting existing industry.

Amazon disrupted the retail sector and became a trillion dollar company.

Uber disrupted the taxi industry and became a billion dollar company.

Airbnb disrupted the hospitality industry and likewise became a billion dollar industry.

Intellivision attempts to disrupt the video game industry with the introduction of the Amico.

Meet the Intellivision Amico

The Intellivision Amico is a feature rich console that comes ready to play right out of the box. It comes with two controllers and six pack-in games and has everything you need without any further purchase.

This bundle was made with the casual consumer in mind.

How is grandma supposed to pick games for her grandson when she knows nothing about video games? This is a difficult and time consuming endeavor.

The Amico solves this dilemma by introducing a complete bundle with everything you need right off the box.

Bringing Back Casual Gaming

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Gaming has largely become a solitary experience and gone are the days when family and friends came over and played video games on a widescreen tv.

A lot of multiplayer experiences are often online and this is simply just not the same experiences. You cannot feel the euphoria of your brother beating the final boss or the frustration of your dad when he cannot get through a hurdle.

Gaming used to be a family experience and Intellivision is bringing this back.

Marketing to Families

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In 2020, there were 128.45 million households in the United States.

This presents a huge opportunity for Intellivision as it is marketed as a family console.

Imagine if just 1 percent of that market bought an Amico and that the 1.28 million families spent just $20 a month on games, that is a revenue of $25.6 million per month on games alone and does not even include revenues from consoles, merchandise sales, accessory sales and licensing deals. This translates to a $307.2 million annual revenue on capturing a mere 1 percent of U.S. households.

That is just in the United States alone!

What more if we consider that Intellivision aims to take the Amico worldwide!

Show Me the Money

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If you watch ABC's hit show Shark Tank, there are a lot of business ideas presented every week to Mark Cuban and friends. However some of the seemingly good ideas never achieved any market success.

The Amico despite not being launched yet, has already become a hit with consumers and retailers alike. Consider these numbers. Numbers don't lie.

-2600 Founders Edition Units sold in under 5 hours.
-Over $25,000,000 in purchase and pre-orders.
-Over 100,000 units pre-sold to fans and retailers.
-Nearly $8.5 million in investments raised through Republic.Co as of the end of February 2021.

Strategic Partneships

Intellivision President and CEO Tommy Tallarico has been in the video games and entertainment industry for three decades and has used his experience and connections in order to forge partnerships with various companies in order to ensure that the Amico becomes a success.

For its games, Intellivision was able to acquire licenses to Major League Baseball, Hot Wheels, Sesame Street, Care Bears and the American Cornhole League.

For its retailing activities, Intellivision is working with the big retailers such as Walmart, GameStop, Best Buy, EB Games, Amazon, Saturn and Argo.

© 2021 Jan Michael Ong

Comments

Francois on February 27, 2021:

Cool! Awesome, excited about the Amico :)

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