How they do it: On Steam, Valve’s game publishing platform, users can download (for free) or purchase access to 781 million different games, as of 2018. This includes large blockbuster titles, as well as very obscure games published by hobbyists. Most distinctly, a large portion of all games published on the platform (or, as much as 450 million games) were never downloaded or played. In 2018, Steam introduced a $100 fee for publishing a game on its platform, to curb abuse of the system.
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How they do it: By making their search engine universal and allow customers to look for anything in the internet, Google has become the leading search engine provider. It’s value proposition is to give customers exactly the search results they are looking for, no matter how small the niche. This leading market position supports itself as with a large enough customer group, the probability that someone has searched for a certain thing before increases.
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How they do it: Nintendo offers a wide variety of games for its game consoles. The games are not necessarily developed from Nintendo itself but all need to be certified by Nintendo to run on the consoles. The large variety of games allow for targeting of different age groups and genres.
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How they do it: While a spectacular 10,113 YouTube videos generated over 1 billion views, among the platform’s over 5 billion individual uploads there are many that have only been watched a handful of times, consisting of a long tail of niche videos.
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How they do it: Instead of offering their advertising solutions to few companies, through Facebook all kinds of companies and initiatives ranging from small to big in advertising budget can use the platform to target their audience. Although individual small customers may don’t have a big advertising spend, the amount of companies adds up to significant revenues.
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