The Chosen One: The Digital Distribution Dilemma at Fitz Games

In 2019, an entrepreneur and Ivey Business School graduate was facing a critical decision regarding how best to maximize the growth of his new product, The Chosen One card game. The entrepreneur had recently created and launched his Jewish-themed satirical card game in Los Angeles, California, after playing the adult-themed and highly popular Cards Against Humanity. Buoyed by initial small-batch sales, he secured deals to sell his product through various online and traditional retailers, but he had to decide how to grow sales and revenue. He had a limited marketing budget and was facing uncertainty regarding production quantities. There were various potential digital and physical distribution options for his product to maximize growth and long-term profitability. Each option had both benefits and drawbacks in terms of profitability, required marketing support, alignment with the target segment, access to consumer data, and production demands. The entrepreneur had to evaluate all options and choose the most suitable channels to distribute The Chosen One card game.

The case can be used in core marketing, digital marketing, and marketing strategy courses at the undergraduate and graduate levels. It is also suitable for entrepreneurship courses. Students have an opportunity to play the role of an entrepreneur who has just launched a new product. They navigate the uncertainty of balancing production projections with high growth and delve deep into digital distribution options available to reach end consumers, simultaneously maintaining focus on the target segment. After working through the case and assignment questions, students will accomplish the following objectives:<ul><li>Understand the opportunities and limitations that various digital and physical distribution channels offer.</li><li>Evaluate and determine the alignment between digital distribution channels and marketing mix elements.</li><li>Experience the constraints and risks that new entrepreneurs face when determining how best to manage rapid growth of a new product.</li></ul>

• Digital Distribution Channels
• Marketing
• Diversity, Equity, Inclusion
• New Product Launch
• Entrepreneurship