Abstract
Despite the expansion of target audience for the entertainment software and hardware industry through focused segmentation over the past three years, there is room for growth by increasing market research and use of advanced experiential marketing. Consumers' expectations are increasing and companies need to develop innovative strategies to gain the competitive advantage. Scholarly journals, respectable business magazines and the Entertainment Software Association are the main sources of data. A telephone interview was also conducted with a representative of Electronic Arts. Using experiential strategies and market research the industry has the opportunity to expand into different genres and find a competitive advantage.