Game Management

NEW! Game Management

The programme is designed to meet the strategic business needs of companies involved in the gaming industry or for people/companies planning to use gamification in their current or future activities. 

Gamification is the application of game-design elements and game principles in non-game context. Gamification elements improve user engagement, organizational productivity, learning, employee recruitment and evaluation, and more. A research on gamification shows that it has positive effects on individuals.

The objective of the module is to give the students the knowledge needed in managing game studios.

On completion of the course, the student will:

  • understand every aspect of the activities of game development;
  • have skills to manage creative teams;
  • understand the analytics of apps;
  • learn how to enter the market with the game and how to use in-app monetization;
  • understand the legal issues and frameworks in the game industry;
  • understands the technologies used in game industry.

The studies take place in EBS Tallinn campus (A. Lauteri 3, Tallinn) on Fridays.   

For more information, see the menu on the left.


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About the module

The list of subjects: 


Game Design (3 ECTS, Spring semester 2020)  

The objective of this course is to give an overview of the nature of game design in theory and practice. 
The course covers creating your game from idea to product. The course will evaluate and work on improving your idea, then the concept and finally the actual game with many exercises and tools. Included are several hard but efficient exercises done in groups and alone. We will cover the basic theory, monetization and product creation topics. Goal of the course is to create a concept and to work on that during the course to improve it.
On successful completion of the course the student will be able to evaluate the game idea and to improve game design, understands the basics of game design and the tools and methods to work on the game idea and concept.
Lecturer: Kalev Kärpuk (

​​​Course dates: Spring semester 2020. Detailed information about time schedule is available in January 2020 



Managing Creative Teams (3 ECTS, September - December 2019 and 2020)

The aim of this course is to make participants better aware of the properties of creative teams operating in the field of video games and apps, but also in AV, multimedia, and film. 
This course tells the stories of different creative teams. Some of them operate in the field of computer games and APPs, some in AV, multimedia, and film. Some are at the borderlines – advertising, PR, arts, music, and theatre. These fields gather interesting people who are creative and innovative. They think freely, are unconventional and unorthodox. The course gives skills in being members of creative teams and leading them.
On successful completion of the course the student will comprehend the toolbox of participatory leaders as facilitators and enablers, understands the theory of participative leadership, have experience in management of creative teams.
Lecturer: Jim Seltenrich
Course dates: Autumn semester 2020: Detailed info about time schedule is available in July 2020. 



Going to Market in the game industry (3 ECTS, September - December 2019 and 2020) 

The objective of this course is to cover a range of fundamental topics to help effectively navigate marketing in today’s highly competitive digital gaming landscape, give knowledge about managing games post-development and to analyse each area of the marketing mix.   
Video games are a dynamic and lucrative marketplace, this course will focus on the art and science of creating value for digital content such as online subscriptions, downloadable content, mobile applications, and social networking games. The course will teach how to optimize the ROI of your game marketing through not only improving skills across all aspects of marketing communication and promotions, but how to better understand your customers, building a brand, social media, agency management and much more. 
Course topics will cover traditional marketing theory such as positioning, player personas and segmentation with practical applications for pre-release, release and post-release phases of game development and marketing promotions. 
On successful completion of the course the student will comprehend the current theories and best practices for digital games marketing; understand how marketing interrelates with Game Design decisions and Monetization strategies; has practical hands-on experience and industry standard approaches to marketing needs; will be prepared for an entry-level job or internship in a marketing function with a game development studio.
Lecturer: Brandon Marsh (Creative mobile)
Course dates: Autumn semester 2020: Detailed info about time schedule is available in July 2020.   


Monetizing Freemium Apps (3 ECTS, September - November 2019) 

The objective of this course is to give knowledge about how to grow digital products profitably using reliable, consistent, and most importantly, measurable and repeatable processes. This course will present students with an introduction to the topic of user acquisition on mobile platforms. User acquisition is a highly specialized, practical vocational field which combines the principles of advertising with the rigors of data science to help practitioners understand how they can grow digital products profitably using reliable, consistent, and most importantly, measurable and repeatable processes.   
Mobile is a vast and lucrative yet somewhat immature marketplace in which the most skilled and disciplined advertisers can reach huge audiences for their products in successful marketing campaigns. But what makes for a good marketing campaign on mobile? And how can an advertiser measure the performance of their mobile marketing campaigns? What kind of analytical frameworks and approaches should a marketer utilize for growing their audience on mobile, and how do those differ from the types used for web- or desktop-based digital products? This course will answer those questions through practical examples and an approachable, application-driven course structure. 
On successful completion of the course the student will understands tools the mobile advertising ecosystem and the analytical approach through which mobile apps are grown; will be ready for an entry-level job or internship in the marketing function at a mobile app publisher.
Lecturer: Eric Benjamin Seufert (mentor at Gamefounders, author of the book "Freemium Economics).
Online course: Course period September 25- November 27, 2019). The course will be held as a web course and needs constant work during the course period. NB! Registration for 2019 course is over!
Next course will be available in autumn 2020



Subject: Game design
Kalev Kärpuk (
 The course is led by Kalev Kärpuk who was the lead gamification designer in New York in one of the best known gamification agencies Dopamine. Kalev has implemented game design to create game-like systems for the largest companies in the world including Verizon, Volkswagen, Caesars Casino, Twitch and many others. Currently he is running his own consultancy on designing gamification strategies for companies who wish to gamify their products, services or office environments. He’s also published a best-selling logic puzzles book called “Why the Sun Rises in the North?” (“Miks päike tõuseb põhjast?”).



Subject: Managing creative teams 
Marko Rillo (EBS) 

Prof. Dr. Rillo is Associate Professor of Strategy and Innovation at Estonian Business School and partner and management consultant at 5MPC. He has advised different companies in the field of strategy, business processes, teamwork, and management of human resources. Marko has lead 6-figure international consulting projects having worked in more than 20 countries with Fortune 500 companies, international organizations (European Commission, World Bank, UN) and government. In Estonia he has advised and trained strategists at Swedbank, SEB Bank, Telia / Estonian Telekom, Tele2, Estonian Energy and many others. Marko has PhD in Strategy from the University of St.Gallen and his research focuses on strategy-as-practice and on playful use of strategy tools.



Subject: Going to market
Brandon Marsh (Creative mobile)
Brandon Marsh is a Social Content Advisor at Creative Mobile OÜ. He provides assistance to game development teams and business administration in all areas of communication: social media, community management, performance marketing, and creative user acquisition. Before that he has worked as a multimedia designer at Yellowknife, as a web designer, graphic designer, online community and content manager. He has a degree of Honours Bachelor of Fine Arts from Ryerson University, Toronto, and a Diploma in Digital Media Technical Production from Seneca College, Toronto.



Subject: Monetizing Freemium Apps
Eric Benjamin Seufert,  (mentor at Gamefounders, author of the book "Freemium Economics) 
Eric Benjamin Seufert is the owner of Heracles, a mobile marketing and analytics consultancy. Through Heracles, Eric owns and operates Agamemnon, a user acquisition analytics platform, and Mobile Dev Memo, a popular mobile advertising trade blog. Prior to Heracles, Eric was the VP of User Acquisition at Rovio, the maker of Angry Birds, where he oversaw overall growth and cross promotional efforts within Rovio's portfolio of titles. Before Rovio, Eric served in marketing and strategy roles at Wooga, Digital Chocolate, and Skype. In 2014, Eric published the book Freemium Economics through Elsevier. 


Registration and contact

Module (includes 4 courses): 12 ECTS / 1269 €

All courses can also be taken separately, the price for one course (3 ECTS) is 360 €.

Time: Fridays (September 2019 - May 2020)

Study materials are included in the price.

Students will receive a diploma once the module/ course has been successfully completed.

NB! The module is for EU-citizens or for those non-EU citizens, who already have a temporary residence permit for living in Estonia. If a student intends to take a module or a course through EBS Open University, then please keep in mind that you will not be issued a residence permit for studies.