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Dissertations / Theses on the topic 'Video game marketing'
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Peters, Sara Jean. "Get in the game the effects of game-product and product placement proximity on game players' processing of brands embedded advergames /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5756.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Includes bibliographical references.
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Vollbach, Alexander Michael. "Diversity and Inclusivity in Video Game Advertisements: An Exploration of Video Game Console Commercials from 2003 to 2017." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1522968361672216.
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Harding, Andreas. "Exploring brand identity practice in video game start-ups : Industrial Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74485.
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The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates problems for actors to get recognized. The purpose of this dissertation has been therefore to study small start-ups brand identity in its inception phase within the video game industry to assist their brand strategic approach and be able to strengthen their competitive advantage in a saturated market. The dissertation has adopted the corporate brand identity matrix framework by Urde (2013) and investigated the brand-driven elements in a start-up context; thus, the framework has only been applied incorporation-setting where the companies are large and known. Five indie game developers from northern Sweden participated in the study’s field research. The dissertation shows that the corporate brand identity matrix is adaptable for start-ups and are not dependent on the company size. Findings confirm early signs of brand identity and found correspondence between competence and value proposition, expression and personality and culture and relationship, which address interconnection between its brand-elements and its brand core. The unique findings where they all show signs of social engagements, passion and a fan-centric ambition of doing business and most of all everyone had a “community first” approach and were more inspired to deliver value to its customers rather than how they can achieve value for themselves. A concept model for start-ups in the inception phase of the video game industry has been made based on the empirical results of the study that can be adopted early in a company's start-up process and provide guidance and support for its future brand identity development to address the issues of discoverability.
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Alhidari, Abdullah. "Co-Creating Value in Video Games: The Impact of Gender Identity and Motivations on Video Game Engagement and Purchase Intentions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc799485/.
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When games were first developed for in-home use, they were primarily targeted almost exclusively at children and males. However, today’s marketplace manifests a more diverse population plays Internet-enabled games that can be played virtually anywhere. The average gamer is now 30 years old. Many gamers, obviously, are much older. Yet more strikingly, and more germane to this study’s purpose, 47% of the U.S. gamer population is female, as compared to 40% in 2010. Despite these trends the gaming industry remains a male-dominated culture. The marketer’s job is to facilitate game engagement and to motivate gamers to play. The notion of “engagement” is not new in business. The term was developed in the last decade. Many studies were devoted to understand, explain, and define the term. It suggests that within interactive, dynamic business environments, consumer engagement (CE) represents a strategic position that companies can use to enhance their sales growth, competitive advantage, and profitability. Moreover, there are three levels of engagement in any experiential consumption (i.e., playing video game): presence, flow, and psychological absorption. The findings of this study affirm that consumer engagement, including presence, flow and psychological absorption are explanatory factors that impact gamer’s purchase intentions. Our results show that consumers experience different mental engagement in an interactive environment (i.e., playing video games) compared to passive environments (i.e., visiting a website). These findings change our understanding of consumers’ engagement and flow state. We also found that male and female gamers experience different engagement level. However, we did not find a significant result that masculinity and femininity traits impact gamers’ engagement or intention. We argue that macroeconomic factors results in sales fluctuation may have resulted in reject in this hypothesis. Thus, marketers shed a light into the consumer’s interactive environment and flow states in that environments. Consumers not only determine the value in using a product as Vargo and Lusch suggested, but they also create that value. Also, consumer experience is an ongoing process that does not have a specific point to start, making the value creation a temporally accumulative process that includes past, present, and future experience. Therefore, the value created by consumers is not created while physically interacting with a device to play, but it may include imagined and indirect interaction with the product. Therefore, consumers (i.e., gamers) need to maintain a balance between presence and psychological absorption (i.e., flow) to get the best experience in play video gaming. Empirical evidence suggest that consumers’ flow state engagement is the most important variable in determining their ensuing purchase intention for video games, regardless of game genre.
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Wydick, James R. "The impact of in-game advertising on players' attitudes and purchasing behavior towards video games." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/wydickj/jameswydick.pdf.
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Foster, Lisa B. "Effects of Video Game Streaming on Consumer Attitudes and Behaviors." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etd/3041.
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Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants’ video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.
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Dickinson, Ted Michael. "A Proposed Accessibility Model of In-Game Advertising Effects." The Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159.
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Shiflet, Matthew. "Viral Marketing: Concept Explication and Case Studies in the Video Game and Esports Industries." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1555957153106043.
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Hammarsten, Oskar, and Sofie Hägerbrand. "The unexplored power of buzz in the video game industry." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42316.
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Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. From real life examples, buzz is shown to have both positive and negative effects. There is however little knowledge about the phenomenon and what role buzz can play in the customer-based brand equity (CBBE) of video game companies. Purpose: The purpose of this study is to gain a better understanding about buzz and examine what role it plays in customer-based brand equity for companies within the video game industry. Method: A deductive approach was adopted and in order to fulfil the purpose of the study, a qualitative study (i.e. a case study) was deemed suitable. Interviews were held with five companies within the video game industry. Also, observations were made of how the companies work with their promotion and creation of buzz during the pre-release period. Theoretical framework: The theoretical framework consists of theories regarding the buzz phenomenon and CBBE. These were combined in order to examine the potential role buzz plays in the context of CBBE. Findings: Buzz is shown to play a big role in the video game industry but is becoming increasingly difficult to maintain. It is also found that buzz can have a “life of its own” and become unmanageable through speculations. Speculations can lead to higher expectations and pseudo-promises[1], making buzz even more difficult to manage. Regarding CBBE, buzz plays a role in all aspects. However, it is shown to play a different role in the CBBE of video game companies depending on how high the brand loyalty is within that company. The study also results in a conceptual model, illustrating buzz and what role it plays in the CBBE of video game companies both pre-release and post-release.
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Liang, Yan. "Effects of active video game intervention on promoting physical activity among Hong Kong Chinese children." HKBU Institutional Repository, 2015. https://repository.hkbu.edu.hk/etd_oa/199.
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Background: It is widely recommended that children engage in at least 60 minutes of moderate-to-vigorous physical activity (MVPA) per day for health, well-being and development benefits. However, few Hong Kong children are physically active. Environmental factors unique to Hong Kong, such as dense population, highly urbanized, and high level of outdoor air pollution, suggest need to develop indoor PA programs. Active video games (AVGs) may provide an innovative approach to designing such indoor programs. Aim: This thesis sought to identify opportunities for interventions using AVGs to promote PA among children, and to develop and evaluate the effect of an AVG intervention on PA among Hong Kong Chinese children. We also intended to clarify the mechanisms of the intervention. Methods: Three studies were undertaken for the aim of the thesis. First, a systematic review was conducted to evaluate the effects of AVGs on PA and PA-related outcomes (i.e. psychosocial factors and fitness) among healthy children. Secondly, a validation study was conducted that examined the validity and reliability of three scales used to measure PA-related self-efficacy, social support, and enjoyment among Hong Kong Chinese children aged 9-12 years (n=273). Third, a quasi-experimental study was conducted that examined the effects of a school-based AVG intervention on PA, sedentary time, body composition, and psychosocial factors (self-efficacy, social support, and enjoyment) among Hong Kong children aged 9-12 years (n=87). Moderation and mediation effects of psychosocial factors on PA were also tested in the study. Results: In the first study, fifty-four articles were identified in the review. AVG led to light to moderate intensity PA among children. No effect was identified of AVG on PA in the home setting. Structured AVG play (i.e. AVG play of participants organized by teachers or researchers) may improve PA. However, none of the previous school-based AVG interventions have measured habitual PA objectively. In the second study, confirmatory factor analyses supported the one-factor structure of the tested scales. All of the psychosocial factors (self-efficacy, social support from family, social support from friends, and enjoyment) were significantly (p<0.01) associated with self-reported PA (r ranged from 0.23-0.40). All of the scales suggested acceptable internal consistency (Cronbach’s alpha>0.7) and test-retest reliability (intraclass correlation coefficient>0.7). The third study found that an AVG intervention delivered during after-school hours, approximately twice a week, significantly (p<0.05) increased total PA (counts per minute) and reduced sedentary behavior at week 8. However, this treatment effect was not maintained at 15 weeks when the frequency of AVG play decreased to approximately once a week during weeks 9-15. No significant differences were noted on body mass index z score and percentage body fat, and PA related psychosocial factors. The measured psychosocial factors did not act as mediators or moderators in this intervention. Discussion: AVGs may be useful to promote PA of children when it is structured. Future interventions should consider the frequency of AVG play in order to increase PA. AVG play should occur at least twice a week based on current research. Other components may be necessary to enhance the treatment effects of AVG interventions on PA among children.
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Lebduška, Martin. "Analýza světového trhu elektronické zábavy." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264512.
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Main objective of this thesis is to introduce the video game market, with the focus on console market, to professional economic public. Secondary objective is to reveal best marketing strategy on this market, map current trends and predict future economical development of video game industry. The first part of the thesis focuses on the history of entertainment market from late 19th century to 2000s to bring complex portrait of the market. Second part is focused on contemporary situation on the market and the competition. I analysed marketing mix of three biggest players on the console market: Sony, Nintendo and Microsoft. The analysis revealed the crutial parts of succesful marketing mix: technological advanced product, research and development, clear close and immediate communication with customers, importance of following consumer trends (mainly social gaming) and worldwide market presence. Contribution of this thesis, apart from achieving two set objectives, is bringing insight of the market to local small game developers who can benefit from it and become more competitive.
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Nejepínský, Adam. "Monetizace vysokorozpočtových herních titulů." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162628.
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The master thesis deals with the monetization of big-budget video game titles. For this purpose the attention is paid to the three basic areas, namely business models, specific video game marketing and piracy. The theoretical part of the thesis analyzes and describes these aspects and looks for their strengths and weaknesses. It creates a possible ways to monetize the big-budget video game titles as well as the theoretical framework which is necessary for the research. In our research the attention is paid to the results of the questionnaire investigation, which is focused on gamers opinions about the aspects of monetization described in theoretical part. Thanks to the research and theoretical part of the thesis the optimal way of the monetization of the big-budget video game title was created
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Ruiz, Victoria Jeronimo, and Arne Samuel Löffler. "Identifying and testing success factors for brand extensions in the Video Game Industry : The differences between segments of players and a model for predicting success in the Tomb Raider Series." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18155.
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Background Brand managers often use brand extension as a “lower” risk alternative when introducing new products. A lot of research has been conducted about brand extensions but mostly focusing on fast moving consumer goods, therefore ignoring the impact that this strategy carries on experience goods and more precisely, the video game industry. Video games have turned from a niche product to a global billion dollar market in which brand extensions are a common marketing strategy. There are several examples of both successful and failed brand extensions in the video game industry. Purpose The purpose of this thesis is to identify brand extension success factors in the videogame industry and how important these factors are for the consumers, a model will be created to test the obtained results; further on the authors will look at different segment of gamers and how the importance of the identified factors differ among them. Method In order to analyze the level of importance that video game users give to the brand extension success factors, an online questionnaire was created with Likert Scale questions to measure each factor. Descriptive statistics, linear regression analysis, Kruskal-Wallis and Mann-Whitney U test were utilized to analyze the results of the questionnaire and to identify differences between the responses of different type of video game users. A second identical questionnaire was distributed only to Tomb Raider users in order to create a model which gave each factor a score depending on the results of the questionnaire and weighted their positive or negative influence into the likelihood of success of each of the Tomb Raider games; the purpose of the model is to predict if each game could be considered a success or not and then compare the prediction with the real outcome of each game in the Tomb Raider series. Conclusion The most important factors for the success of a brand extension in the video game industry are the factors game-play, the brand extension quality as perceived by the users and the factor storyline. On a lower level of importance, the gamers classified the parent brand quality by users and the factors audio, graphics, developer and genre. The lowest category of importance includes the quality as perceived by the critics of the parent brand and the brand extension, the parent brand awareness and the factor multiplayer mode. Finally the survey showed that the cultural familiarity, the factors publisher and rating, and the marketing campaign for the brand extension are not important for the gamers. A second survey was conducted exclusively with Tomb Raider users in order to create the model and the results for this second survey were the same as the one targeted to general gamers, which allows the possibility to generalize the results of the model. The findings of this thesis can help members of the video game industry to better allocate resources towards the factors that most influence the brand extension success.
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Salas, Gil Andrés Wenceslao. "Factores económicos que se relacionan al posicionamiento de los videojuegos free to play competitivos en hombres en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652110.
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En la actualidad, la industria de los videojuegos ha presentado un gran crecimiento con respecto a otras industrias, lo que ha generado un mayor número de competidores en el sector. Asimismo, los modelos de compra de videojuegos han variado con el tiempo, convirtiéndose el free to play en la modalidad más atractiva entre los videojugadores. Por tal motivo, los videojuegos free to play competitivos han optado por invertir en distintos ámbitos, con la finalidad de mejorar su posicionamiento y atraer nuevos usuarios.
No obstante, con respecto las inversiones, se ha determinado tres factores que se relacionan al posicionamiento, la inversión publicitaria, la inversión en la escena competitiva y la inversión en influencers. Razón por la cual, se desarrolla cada uno de ellos, mediante su aproximación con el marketing de videojuegos.
La metodología comprende un análisis cuantitativo y cualitativo, mediante un análisis cruzado de las variables, entrevistas a profundidad y grupos focales. De esta manera, se discute lo recogido, encontrando hallazgos de vital importancia que validan las hipótesis presentadas. Lo que coloca a la inversión en la escena competitiva, como la inversión de mayor importancia para el posicionamiento de los esports free to play.At present, the videogames industry has shown great growth compared to other industries, which has generated a greater number of competitors in the sector. Likewise, videogame purchase models have varied over time, making free to play the most attractive modality among videogames. For this reason, competitive free to play video games have chosen to invest in different fields, in order to improve their positioning and attract new users. However, with respect to investments, three factors have been determined that relate to positioning, advertising investment, investment in the competitive scene and investment in influencers. Reason why, each of them is developed, through its approach to videogame marketing. The methodology includes a quantitative and qualitative analysis, through a cross-analysis of the variables, in-depth interviews and focus groups. In this way, the collected is discussed, finding findings of vital importance that validate the hypotheses presented. What places the investment in the competitive scene, as the most important investment for the positioning of esports free to play.
Trabajo de investigación
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Lukschanderlová, Petra. "Podnikatelský plán aktivit v oblasti vývoje a distribuce počítačové hry v žánru strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442909.
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The master’s thesis is focused on the creation of a viable business plan for self-employment in strategy video game development. The foundation is a literary framework processed into a theoretical basis, including basic concepts focusing on the main idea of the plan and the creation of a business model. The analytical part is devoted to the examination of the business idea using the Lean Canvas method and performing further analyzes of the business environment. The proposal part describes the chosen strategy for the beginning self-employed person, including the business model, which is based on the results of analyzes of the business environment.
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Blake, Greyory. "Good Game." VCU Scholars Compass, 2018. https://scholarscompass.vcu.edu/etd/5377.
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This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic developments must be framed within the post-Internet sphere.
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Wright, Beverly Darlene. "The impact of data collection methodology and warning labels on adolescents' response factors." restricted, 2005. http://etd.gsu.edu/theses/available/etd-08112005-232149/.
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Thesis (Ph. D.)--Georgia State University, 2005.Title from title screen. Naveen Donthu, committee chair; Kenneth Bernhardt, Sevgin Eroglu, Detmar Straub, committee members. Electronic text (154 p. : ill. (some col.)). Description based on contents viewed Apr. 25, 2007. Includes bibliographical references (p. 139-154).
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Kerns, Avery Elaine. "Pac-Man and the Pack Mentality: A study of the powers of nostalgia and socialization in gaming choice." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556209334399674.
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Nylander, Johanna. "ActionMegaPower : att inkludera tjejer i marknadsföring av actionspel." Thesis, University of Skövde, School of Humanities and Informatics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-1064.
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Det här examensarbetet består av två delar som syftar till att generera en metod för hur man marknadsför dataspel till en målgrupp av tjejer mellan 16-18 år. Den reflekterande texten visar den teoretiska grunden för metoden, och verksdelen, en marknadsplan för ett fiktivt actionspel, exemplifierar den.
Marknadsföringen behöver rikta sig till målgruppen om den skall kunna locka fler tjejer till att spela. Att inkludera dataspel i befintliga normer, som t.ex. att actionspel är spel som spelas tillsammans med vänner, samt visa avatarer målgruppen kan identfiera sig med, är två viktiga aspekter för en lyckad marknadsföring.
Om tjejerna fångas upp när de enligt statistiken skulle sluta spela dataspel, finns det potential att bredda målgruppen för fler dataspelsgenrer. Branschen får fler personer att sälja spel till, och fler kvinnor får ta del av de positiva effekter dataspelande bidrar till.
This bachelor thesis has two parts to generate a method on how to market video games to a target group of girls ages 16 through 18. The reflecting text provides a theoretical ground for the method, and the second part a marketing plan for a fictional action game, exemplifies the method.
In order to entice more girls to play games, the marketing needs to address the target group. Two important aspects in succeeding with marketing to girls are to include video games in the norm surrounding the female gender, like telling that action games are games you play with friends, and to advertise with avatars the target group can identify with.
If the girls begin or continue to play when they statistically should stop, there exists a potential to widen the target group for more video game genres. The industry gets more people to sell games to, and more young women can take part of the positive effect of playing video games.
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Dupont, Florian. "Les marqueurs des univers fictifs populaires : outils stratégiques du marketing, de l’économie et de la consommation des fictions audiovisuelles de divertissement (1995-2015)." Thesis, Sorbonne Paris Cité, 2015. http://www.theses.fr/2015USPCA099/document.
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Films, séries télévisées ou jeux vidéo, les fictions audiovisuelles populaires encouragent et alimentent la consommation de produits culturels variés, apparentés instinctivement à un univers fictif, une marque, un genre ou une organisation spécifique. L’analyse de ce réflexe au moment de la réception permet de mettre au jour les mécanismes établissant les liens entre les œuvres, au moyen du concept central de marqueur, élément en apparence anodin dans la fiction mais fondant une allusion compréhensible sous certaines conditions. L’étude des stratégies de réduction du risque mises en place par les organisations produisant les fictions audiovisuelles montre que les marqueurs jouent un rôle essentiel dans la conception, la production et la mise sur le marché de ces produits culturels, sans en garantir systématiquement le succès, difficilement mesurable. Ces stratégies autorisent, voire encouragent un usage et une appropriation ludique des marqueurs qui conditionnent l’exploration des univers fictifs (parfois génériques) de la culture populaire par ses publics, et sa réutilisation par ses créateursBe they video games, movies or TV shows, popular audiovisual fictions encourage the consumption of diverse cultural works, instinctively linked to a specific fictitious universe, brand, genre or organisation. Analyzing this audience’s reflex leads to the inner working of how cultural products are linked together, thanks to an apparently innocuous element which indeed supports an allusion. This marker, as we will call it, can be understood as such only under certain conditions. When it is, it can play a central role in the risk-reduction strategies implemented by entertainment industries during the design, production and marketing of mainstream fictions, with no guarantees of of a success that can hardly be summed up by box-office numbers. These strategies, in turn, promote a playful use of markers in fictions, allowing the audience’s exploration of popular culture universes, and their recycled use as allusions by creative teams in the TV show, film and video game industries
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趙良正. "Game Theory Based Marketing Strategies of Digital Video Services." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/82769634032019777147.
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碩士國立交通大學
管理學院碩士在職專班資訊管理組
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The purpose of this study is to help put into perspective what is going on in this underdeveloped market and opefully help give entrepreneurs some foresight into what is likely to happen in the future. Using the same theoretical analysis as is used in the Game Theory, this article will raise various points that will help entrepreneurs develop proper strategies for their business. After analyzing Game Theory and applying it to the business management, four management models, considered appropriate to the application on the digital content market, each with their own Profit functions are found worthy of consideration. The study will then calculate all Profit functions and integrate them into Payoff functions. As a result, there will be four sets of Nash Equilibriums that will be discussed in this study. Finally, via the conclusion predicted by the Profit functions and Nash Equilibriums that come out from different strategies, this study will be able to simulate, analyze, and verify the impact on benefits, when two industries are competing and cooperating with each other based on their different strategies. This study also suggests the broadcasters play a leading role in the management model, and that the money saved by telecommunication service providers will compensate their advertisement investments cost. On the other hand, the broadcasters will be able to extend their digital content market. For both of broadcasting and telecommunication industries, it will be a win-win situation.
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Yu, Ching-Ying, and 尤淨纓. "Pre-marketing forecasting and Boundary spanning governance-insights the video game developer perspective." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/j3d7bd.
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博士元智大學
管理學院博士班
103
Through empirical research, we discovered the indeterminacy of the game industry after 40 years of development. In light of two indeterminacies, they are marketing expenses and developing time. We performed a case study to understand the role of outsourcing in product creation and proposed a dataless pre-marketing sales forecasting method for use before a game’s launch. In this context, our first step, which we address in Chapter 2, is to investigate the game industry’s background via literature review. After this investigation, we presented relevant methods for Structured-Pragmatic-Situational (SPS), fuzzy measure, Choquet integral model and Multi-layer perceptron (MLP) model in Chapter 3. We employed as our method a cross-culture case study combined with the SPS method with boundary spanning activity and boundary spanning leadership. Herein, we presented our empirical study, the conversation of which continues into Chapter 4. We address the procedure, how boundary spanning activity and boundary spanning leadership influence outsourcing, as well as how sales forecasting influences the effectiveness of pre-marketing. Chapter 5 offers conclusions, recommendations and future research directions. Our findings give several insights into the linkage between boundary spanning activity and boundary spanning leadership. Capability (seek capability) and strategy (network changed) played important roles in four combinations, at different phases of product outsourcing. We also provided the results of three simulations to predict pre-marketing sales data dependent on game’s release timing: the Christmas season, the Game developers conference (in March), and the Tokyo Game Show (in September). We believe this study, introducing the coupling of the boundary spanning governance and pre- marketing forecasting approach, will contribute to the knowledge of video game industry dynamics.
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Caballero, Luis Alberto Mendieta. "“The impact of online ratings on video game sales”." Master's thesis, 2015. http://hdl.handle.net/10362/15686.
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Online third-party reviews have been grown over the last decade and they now play an important role as a tool for helping customers evaluate products and services that in many cases offer more than tangible features. This study intends to quantify the impact online ratings have over video game sales by conducting a linear regression analysis on 300 titles for the previous console generation (PlayStation® 3 and Xbox® 360) using a data from the video game industry to understand the existing influence on this particular market. The findings showed that these variables have a weak linear relationship thus suggesting that quality of a title explains little the commercial success of a video game and instead this should cover a wider range of factors. Afterwards, we compare results to previous ones and discuss the managerial implications for upcoming gaming generations.
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Sosnowski, Michal Aleksy. "Marketing in Video Game Industry: how do modern online video games fulfill customers’ needs? Based on examples of Fortnite: Battle Royal and League of Legends." Master's thesis, 2019. http://hdl.handle.net/10362/92317.
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The work focuses on finding which factors motivate players to play online video games and
what are the consequences of playing with direct focus on Fortnite and League of Legends.
This paper relays on scientific literature, two primary studies: netnography research and survey,
together with available secondary research data. The last part of the work presents industry and
selected gaming companies’ recommendations. The most important industry game factors are
enjoyment, competition, friendship, and emotion catalyst. The main findings for Fortnite
include extension of promotional activities to older players; and for League of Legends,
extending game accessibility to a new platform.
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Duarte, Ana Filipa Trindade. "Adopção da In-Game Advertising em Portugal." Master's thesis, 2009. http://hdl.handle.net/10071/1958.
Full textAbstract:
A comunicação e publicidade de marcas e produtos são alvos de constantes alterações ao longo do tempo. Não só as formas de publicitar como os públicos se desenvolvem, sofisticam e atentam a novos métodos utilizados para comunicar marcas e produtos, como também as empresas e detentoras de uma marca procuram acompanhar o desenvolvimento dos mercados e dos públicos.
Esta constante evolução traz consigo a procura de meios diversificados para transmissão de mensagens de uma forma relevante para os públicos e que não prejudique de alguma forma a core communication das marcas. Numa tentativa de diversificação e para evitar que os receptores das mensagens se sintam invadidos no seu espaço, as marcas procuram os meios adequados para cada momento de desenvolvimento da marca e do produto e para cada público-alvo.
A publicidade em videojogos – in-game advertising – é uma das formas de comunicação que tem vindo a ser desenvolvida nos últimos anos, sobretudo a partir do final dos anos 90, como um dos métodos de procura de meios de comunicação alternativos. Dirigida a uma geração mais jovem e um público de jovens adultos, esta forma de comunicação procura integrar as marcas e/ou produtos num ambiente virtual de um jogo.
Seja inserida em conjunto com outras marcas ou num jogo dedicado apenas a uma marca – advergame –, a publicidade em videojogos apresenta um potencial de crescimento sendo, também por isso, uma área na qual deve ser realizada pesquisa para identificação de vantagens para os anunciantes e comprovação de eficácia junto dos consumidores.
O nosso estudo visa identificar o estádio de desenvolvimento da utilização da técnica de in-game advertising por parte dos grandes anunciantes nas suas filiais em Portugal. Para além disso, procurámos identificar as vantagens da técnica na comunicação das marcas e produtos.
Para atingir os objectivos, foram realizadas nove entrevistas em profundidade a alguns dos maiores anunciantes.
Pela análise dos resultados, identificam-se diferentes níveis de adopção da in-game advertising, nomeadamente que algumas filiais já recorrem à prática, outras ainda não detêm conhecimento suficiente para integração da mesma nas suas campanhas. Foi possível concluirque, embora a técnica de publicidade in-game ainda não seja algo em que se invista fortemente em Portugal, as marcas têm vindo a incrementar os seus investimentos no canal online e a inserção de marcas e/ou produtos em videojogos é algo que algumas filiais em Portugal têm vindo a considerar.Communication and advertising for brands and products are in constant motion. Not only do the way companies advertise and the audiences evolve and are looking out for new methods to communicate brands and products, but the companies behind a brand also try to walk side by side with the development of markets and audiences. This constant evolution makes companies search for diversified ways to pass the message to the audience in a relevant way, without jeopardizing the core communication for the brands. In an attempt to diversify communication and in order to avoid the invasion of the consumers‟ private space, brands are searching for new ways which are adequate for each moment and development stage of the brand, the product and the audience. Advertising in video games – in-game advertising – is one of the ways that has been developed over the last few years, especially in the end of the 90s, as one of the alternative ways to communicate. Aiming a younger generation and a younger adult audience, this form of communication intends to embed brands and/or products in a virtual gaming environment. Whether embedded in a set of other brands or in a game dedicated to one brand only – advergame –, advertising in video games represents a potential for growth and for that reason, research should be conducted so as to identify advantages for the advertisers and evaluate the efficiency of its use in the minds of consumers. Our study intends to identify the development status of the use of in-game advertising by the biggest advertisers in their subsidiaries in Portugal. Furthermore, we tried to identify the advantages of the technique in communicating brands and products. To achieve our main goals, nine in-depth interviews were conducted with some of the greatest advertisers. We identified different levels of adoption for this technique, namely that some subsidiaries already use it, others still don‟t have enough know-how about it to include the method in their advertising campaigns. It was possible to conclude that, although the technique of in-game advertising does not correspond to one of the biggest investments in Portugal, brands have been increasing investment in the online channel and the embedment of brands and/orproducts in video games is something that some of the Portuguese subsidiaries have been considering.
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André, Diogo Gonçalves Calvo. "The impact of in-game advertising on brand recall and recognition within non-linear video games." Master's thesis, 2018. http://hdl.handle.net/10071/18408.
Full textAbstract:
Video games have changed throughout the years and new game releases have shown a shift to
more non-linear video games, where players are free to choose what to do without the game
forcing them to make a specific choice. This can change the effectiveness of advertisements.
Recall and recognition are two variables that have been studied over the past years and are
crucial to measure the successfulness in an advertisement, including advertisements integrated
in a game. In-game advertising has been studied recently by researchers, with most analyzing
the factors that impact recall and recognition levels. However, most studies tend to rely on
extremely controlled scenarios where player action and freedom are not allowed. The purpose
of this study is to test recall and recognition levels in a non-linear multiplayer video game where
players can freely roam the map, almost depicting a real-life scenario. Results suggested that
area population and consumer brand involvement are significant as predictors of brand recall
and recognition, but advertisement size seemed insignificant. Using decision trees, individual
player factors proved to have the same importance (sometimes more) as area population and
involvement for predicting recall and recognition. Repetition was the most important predictor,
which was measured by the number of times a player saw the advertisement fully on screen.
The results are in line with previous research, but in a non-linear video game context.
Businesses should be take area population into consideration when placing advertisements in
games but should also think about player characteristics.Os videojogos têm sofrido alterações com o tempo e os novos lançamentos mostram uma mudança para videojogos não-lineares, ondes os jogadores têm mais liberdade de escolha no jogo. Isto pode mudar a eficácia dos anúncios no jogo. As variáveis recordação e reconhecimento têm sido estudadas durante anos e são cruciais para medir o sucesso de um anúncio, incluindo anúncios em jogos. Publicidade in-game é um tópico recentemente relevante para investigadores e muitos estudam o que impacta os níveis de recordação e reconhecimento. Contudo, muitos dos estudos tendem a contar com senários extremamente controlados em que a ação e liberdade do jogador são desautorizadas. O objetivo deste estudo é testar os níveis de recordação e reconhecimento num videojogo multiplayer não-linear onde os jogadores são livres de caminhar pelo mapa. Os nossos resultados sugerem que a população da área e o envolvimento do consumidor na marca são variáveis significantes na previsão dos níveis de recordação e reconhecimento, mas o tamanho do anúncio mostrou-se insignificante. Com árvores de decisão, os fatores individuais do jogador pareceram ser preditores tão ou mais importantes que a população da área e o envolvimento do consumidor na marca. Repetição foi o preditor mais importante, tendo sido medida pelo número de vezes um anúncio apareceu completamente no ecrã do jogador. Os nossos resultados estão de acordo com outros estudos, mas num contexto de jogo não-linear. A população da área deve ser considerada por empresas se usarem anúncios em jogos, tendo também em consideração as características dos jogadores.
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Chew, Zhi-Liang, and 丘智良. "Best Practices for Marketing DLC in the Online Video Game Industry Using Customer Surveys as a Business Model." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/67804908392867429125.
Full textAbstract:
碩士國立臺灣大學
企業管理碩士專班
101
“The global video game market is undergoing a tectonic shift with the emergence of mobile social games cannibalizing its console brethren. Several forces are catalyzing this process, including the world wide proliferation of smart phone devices at a pace dramatically exceeding console sales, China’s refusal to lift the ban of consoles, and evolving consumer purchasing habits towards cheaper, casual games. While correct in predicting the explosion of mobile social games, most gaming industry analysts largely dismiss the possibility that the two mediums can coexist. In this business plan, I expand the definition of “gamer” to people who would not have been circumscribed by the term before the advent of smart phone games. I then develop historical, qualitative, and quantitative arguments that suggest numerous business opportunities which straddle both mediums to generate profit through the company called Cross Counter. I present a 3 year plan to raise capital for the YouTube video content production company and introduce the personnel necessary to carry out the various tasks, and suggest key strategic markets to focus on within the Asia-Pacific region. At the heart of the business is the Downloadable Contents “DLC” pricing model which aims to assess the optimum pricing strategy in relation to the major variables transaction security, Metacritic score, time to market, gregariousness, and base cost price. As no business venture is devoid of risk, I delineate the potential pitfalls such a startup company can encounter during this precarious period of console market stagnation and mobile game growth. The results show that the Cross Counter: Asia can take advantage of its nimble structure and deftly position itself as a major provider of eSports content production while operating as a social business to promote gamer wellness and more active participation by female gamers.”
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Yi, Lin, and 林奕. "THE STUDY ON THE IMPACT OF EXPERIENTIAL MARKETING, INVOLVEMENT, AND ACCEPTANCE OF IN-GAME ADVERTISING TOWARDS THE REPURCHASE INTENTION OF SPORT VIDEO GAMERS." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/69148652897383350642.
Full textAbstract:
碩士國立臺灣體育學院
體育研究所
98
The fairly new medium, In-Game Advertising (IGA), has become an alternative vehicle, which allows advertisers to embed their ads in sports video games. Therefore, this study drew up the experiential marketing, involvement, and acceptance of in-game advertising in order to analyze the repurchase intention of Taiwanese sport video gamers. The on-line survey in this study especially targets the chat-room gamers in a well-known platform of sport video game, called Bahamut, in Taiwan. The method in this research was a survey of the web-site and 100 samples were involved. The data were analyzed by statistic tools, such as descriptive statistic, independent-sample t test, ANOVA, and regression. The results of this study were showed below: 1. Taiwanese sport video gamers were mostly male, age less than 30, and most of them were college or university students. They played sport video game over 13 hours every week. Their budget upper limit for purchase sport video game software is between NT1,101 and 1,400. 2. The variables of demographic had insignificant differences on experiential marketing and involvement. 3. The play hours of a week had significant differences on the acceptance of in-game advertising. 4. Experience marketing, involvement, and acceptance of in-game advertising were variables for the best model of regression to predict repurchase intention of Taiwanese sport video gamers.
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"Marketing home video games." Chinese University of Hong Kong, 1994. http://library.cuhk.edu.hk/record=b5888059.
Full textAbstract:
by Chan Wai-lun, Albert.Includes questionnaire in Chinese.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1994.
Includes bibliographical references (leaves 71-73).
abstract --- p.iii
TABLE OF CONTENTS --- p.iv
LIST OF TABLES --- p.vi
ACKNOWLEDGEMENT --- p.vii
Chapter
Chapter I. --- INTRODUCTION --- p.1
Chapter II. --- MARKET ANALYSIS --- p.2
Product Definition --- p.2
Analytical Framework --- p.2
Microenvironment --- p.3
Company --- p.3
Marketing Intermediaries --- p.7
Major Competitor -- Sega --- p.15
Concerns from Parents & the public --- p.18
Macroenvironments --- p.19
Demographic Environment --- p.19
Economic Environment --- p.20
Technological Environment --- p.21
Legal Environment --- p.25
Chapter III. --- CUSTOMER RESEARCH --- p.28
Research Method --- p.29
Qualitative Research --- p.29
Focus Group --- p.30
Interview with the Shopowner of a Retail Outlet --- p.32
Survey Research --- p.34
Chapter IV. --- MARKETING STRATEGY & CONCLUSION --- p.53
Marketing Strategy --- p.53
Product --- p.53
Positioning --- p.57
Distribution --- p.58
Pricing --- p.60
Conclusion --- p.61
APPENDIX --- p.63
BIBLIOGRAPHY --- p.71
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Santos, Bruno Oliveira. "Expansão do mercado dos videojogos: como educar os séniores para uma cultura gamificada." Master's thesis, 2016. http://hdl.handle.net/10284/5658.
Full textAbstract:
Do futuro do entretenimento a uma moda infantil temporária, e daí até se tornarem as
principais ferramentas de entretenimento e até, em grande parte, de socialização: os
videojogos, hoje, dizem-nos muito, enquanto sociedade fortemente digitalizada. Há
no entanto uma faixa da sociedade – sobretudo a partir dos 55 anos de idade – que
tem sido marginalizada deste fenómeno, seja por vontade própria, seja por negligência
da indústria. Não obstante, numa sociedade cada vez mais envelhecida (a nível
nacional e também global), torna-se pertinente a criação de um plano de expansão
demográfica do mercado que englobe este grupo, grande e em crescimento, de
potenciais consumidores.
Esse é precisamente o objetivo deste estudo, que faz uso de variadas fontes
bibliográficas e empíricas para a criação desse mesmo plano, visando estratégias de
atração, inclusão, suporte e manutenção destes indivíduos no mercado dos videojogos.From the future of entertainment to a childish fad, and from there until becoming the main tool for entertainment and, to a great extent, for socialization: nowadays, video games play a major role in our strongly digitalized society. There has been, however, a part of it – mainly people older than 55 years – that has been put aside from this phenomenon, either by their own will, or by neglect from video game industry. Nonetheless, in an increasingly ageing global society, it becomes quite relevant to create a marketing plan for a demographic expansion for this market, supported by smart strategic initiatives, in order to prepare a process of aggregation for this already huge and fast growing target. That is precisely this study’s main goal. To do so, various bibliographic and empirical sources were used and organized into strategic plans of seduction, inclusion, support and maintenance of this target in the video game market.