Journal articles: 'Video game marketing'

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Callens, Hanna. "Kidfluencer marketing in the video game industry." Interactive Entertainment Law Review 3, no. 1 (September 1, 2020): 44–54. http://dx.doi.org/10.4337/ielr.2020.01.04.

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Children spend a tremendous number of hours online these days watching kids their age play video games on YouTube. The videos of these young stars, also called ‘kidfluencers’, have become an essential avenue for marketers to advertise games and merchandise. However, the game promotions of these kidfluencers can easily deceive children, as the paid collaboration with companies is not always properly disclosed. Therefore, this article aims to investigate if the European advertising regulations sufficiently protect children against misleading promotions in the videos of kidfluencers. It starts by analysing the effectiveness of kidfluencer marketing and its applicable European advertising legislation. After this analysis, it shows that the current regulations of kidfluencer marketing require a European approach that harmonizes the use of advertising disclosures and YouTube's responsibility regarding commercial communication.

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Clarke, Rachel Ivy, Jin Ha Lee, and Neils Clark. "Why Video Game Genres Fail." Games and Culture 12, no. 5 (July 6, 2015): 445–65. http://dx.doi.org/10.1177/1555412015591900.

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This article explores the current affordances and limitations of video game genre from a library and information science perspective with an emphasis on classification theory. We identify and discuss various purposes of genre relating to video games, including identity, collocation and retrieval, commercial marketing, and educational instruction. Through the use of examples, we discuss the ways in which these purposes are supported by genre classification and conceptualization and the implications for video games. Suggestions for improved conceptualizations such as family resemblances, prototype theory, faceted classification, and appeal factors for video game genres are considered, with discussions of strengths and weaknesses. This analysis helps inform potential future practical applications for describing video games at cultural heritage institutions such as libraries, museums, and archives, as well as furthering the understanding of video game genre and genre classification for game studies at large.

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Jimenez, Nadia, Sonia San-Martin, Carmen Camarero, and Rebeca San Jose Cabezudo. "What kind of video gamer are you?" Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 218–27. http://dx.doi.org/10.1108/jcm-06-2017-2249.

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PurposeThis paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).Design/methodology/approachInformation was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.FindingsResults show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.Originality/valueThere are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

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Payne, Matthew Thomas. "Marketing Military Realism in Call of Duty 4." Games and Culture 7, no. 4 (July 2012): 305–27. http://dx.doi.org/10.1177/1555412012454220.

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This essay investigates the challenges that video game marketing encounters when selling the pleasures of playing virtual war. While marketing paratexts are crucial to video games because of the vagaries of their industry, they are especially important for Call of Duty 4: Modern Warfare, as it is the first of the franchise to be set in the 21st century and immerse players in contemporary theaters of war. These marketing paratexts not only generate hype for the game and work to drive sales, but as importantly, they also suggest particular textual readings over others with the goal of insulating Call of Duty’s virtual war play from interpretations and criticisms that might link the violent play on-screen to the worldly violence unfolding in Iraq and Afghanistan.

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Traynor, Kate. "FDA authorizes marketing of video game–based therapy." American Journal of Health-System Pharmacy 77, no. 21 (October 14, 2020): 1719. http://dx.doi.org/10.1093/ajhp/zxaa305.

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Andrejevic, Mark. "Productive Play 2.0: The Logic of In-Game Advertising." Media International Australia 130, no. 1 (February 2009): 66–76. http://dx.doi.org/10.1177/1329878x0913000109.

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Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

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Bedi, Krunoslav, and Nikolina Žajdela Hrustek. "Marketing vs. Games in Secondary School." International Journal of Innovation in the Digital Economy 4, no. 3 (July 2013): 35–50. http://dx.doi.org/10.4018/jide.2013070103.

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Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.

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Walker, Doug, E. Deanne Brocato, Les Carlson, and Russell N. Laczniak. "Parents’ and children’s violent gameplay: role of co-playing." Journal of Consumer Marketing 35, no. 6 (September 10, 2018): 623–32. http://dx.doi.org/10.1108/jcm-10-2017-2397.

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Purpose The purpose of this study is to explore the role of co-playing as a moderator of the relation between parents’ and children’s play of violent video games. Design/methodology/approach The study uses dyadic parent/child survey data to estimate the conditional effects in the model, both direct and indirect. Findings The positive effect of parents’ violent video game play of children’s playing behaviors is attenuated by parent/child co-playing. Parents’ knowledge of the Entertainment Software Rating Board (ESRB) ratings leads to higher levels of co-playing, thereby indirectly attenuating violent video game play in children as driven by parents’ play. Research limitations/implications The paper extends the literature on consumer socialization and the impact of co-playing and identifies an antecedent for co-playing in this context. Practical implications The paper reveals that knowledge of the self-regulatory ESRB rules plays a valuable (indirect) role in mitigating violent video game play by children through an increase in co-playing, which attenuates the positive effect of parents’ play on children’s play. Originality/value The study incorporates data from both parents and children to investigate the relationship between parents and children’s violent video game play while empirically investigating the uncertainty in the literature concerning the moderating impact of co-playing.

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Haviv, Avery, Yufeng Huang, and Nan Li. "Intertemporal Demand Spillover Effects on Video Game Platforms." Management Science 66, no. 10 (October 2020): 4788–807. http://dx.doi.org/10.1287/mnsc.2019.3414.

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Many platform strategies focus on indirect network effects between sellers through platform expansion. In this paper, we show sellers on the console video game platform generate a positive intertemporal spillover effect and expand the demand for other sellers, holding the set of platform adopters fixed. We propose a novel identification strategy that leverages exogenous variation in the release timing of games exclusively available on a console platform, and examine how this variation affects the sales of games available on both platforms. We find a sizable intertemporal demand spillover effect between games: A 1% increase in total copies sold on a platform leads to a 0.153% increase in the sales of other games in the next month (i.e., an elasticity of 0.153). Additional analysis suggests this demand spillover effect is reminiscent of habit formation on the consumer side, in that past purchases keep end users active on the platform. Our finding provides a potential explanation for recent platform sales events and subscription services that provide free games to consumers every month. This paper was accepted by Eric Anderson, marketing.

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DIXON, GORDON, and PETER KARBOULONIS. "DEVELOPMENT AND MARKETING OF INTERACTIVE ENTERTAINMENT SOFTWARE." Journal of Enterprising Culture 08, no. 04 (December 2000): 411–36. http://dx.doi.org/10.1142/s0218495800000218.

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This paper examines the entertainment software industry within a market perspective. It addresses marketing issues such as acquisitions, mergers, franchising, direct investment, and collaborative arrangements, in an industry where there is significant change in business activity. New entrants in this highly competitive and high value market are identified as being more likely to be developers rather than publishers. Consumer spending in Europe alone for games and interactive entertainment is expected to rise to US $6.1 billion within three years, and by 2002 on-line game players are expected to number five million. Trends point to the income from computer games software and video games surpassing major box office receipts of the motion picture industry. Markets are also emerging to satisfy new classes of consumers both in Europe and in Asia.

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Luo, Yinyi, and Mark Richard Johnson. "How do players understand video game hardware: Tactility or tech-speak?" New Media & Society 22, no. 8 (October 17, 2019): 1462–83. http://dx.doi.org/10.1177/1461444819880155.

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This article explores how video game players talk about the technological hardware they use to play games. The games industry is known for deploying often confusing and unclear ‘tech-speak’ terminology to convey the supposed value of new gaming hardware, drawing on tropes of numerical objectivity, ‘upgrade culture’ and the implicit obsolescence of previous technological iterations. However, we show a divide between supposedly objective tech-speak penned by the industry and the subjective experiences of users. Gamers rarely understand their gaming hardware through these marketing and advertising discourses despite their high visibility, instead framing the technology they engage with in intimately tactile, and more broadly contextual, terms. This highlights a significant disjuncture between the industrial and their perception of their audience, with implications for our understanding of ‘tech-speak’, its limitations, the video games sector and the consumers who purchase its products.

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Williams, Russell B. "Location, Integration, Interruption: Visual Properties and Recognition of Video Game Advertising." Journal of Promotion Management 26, no. 2 (December 12, 2019): 253–76. http://dx.doi.org/10.1080/10496491.2019.1699624.

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Negrão, Maryangela Drumond de Abreu, and Ana Maria Machado Toaldo. "Marketing Strategy Implementation Process in the Creative Industry of Video Games." Revista Ibero-Americana de Estratégia 12, no. 2 (June 1, 2013): 105–37. http://dx.doi.org/10.5585/ijsm.v12i2.1859.

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This article contributes to the understanding of marketing strategy process when it presents the organizational and human factors that support the processes of implementation, identified in a qualitative study conducted in the creative industry of video game development. The research, a case study applied to four video and computer game companies was based on the Sashittal and Jassawalla (2001) marketing strategic model, and on the concepts of the creative behavior and innovation in organizations proposed by Amabile (1997). The analysis suggests that the marketing strategy implementation is anchored in innovative administrative process, creative skills and the adoption of modern control technologies. It was observed that a vision that associates production, process, the market orientation and the delivery of value-adding is essential for the implementation of strategies in creative and innovative organizational structures. The research contributes to the marketing strategy implementation studies in creative and innovative environments under the approach of smaller organizations. It also contributes with the marketing strategy theory when it suggests that the analysis of the process, the control and the management skills be included as categories into the theoretical model in future investigations.

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Chernikova, Angelina, and Murilo Branco. "Product placement in computer/video games: an analysis of the impact on customers purchasing decision." Innovative Marketing 15, no. 3 (September 23, 2019): 60–70. http://dx.doi.org/10.21511/im.15(3).2019.05.

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The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games.

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Oh, Taeyeon, Hojun Sung, and Kisung Dennis Kwon. "Effect of the stadium occupancy rate on perceived game quality and visit intention." International Journal of Sports Marketing and Sponsorship 18, no. 2 (May 2, 2017): 166–79. http://dx.doi.org/10.1108/ijsms-05-2017-088.

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Purpose The purpose of this paper is to examine the impact of the stadium occupancy rate on television viewers’ game quality perception and stadium visit intention (VI). Design/methodology/approach An experiment was conducted in which two groups were asked to watch video clips of professional soccer games with low- and high-stadium occupancy rates. Findings The results indicate that the higher the stadium occupancy, the higher is perceived game quality and the greater is stadium VI. Originality/value The paper provides useful information on the effect of the stadium occupancy rate on perceived game quality and VI.

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Parshakov, Petr, Iuliia Naidenova, and Angel Barajas. "Spillover effect in promotion: Evidence from video game publishers and eSports tournaments." Journal of Business Research 118 (September 2020): 262–70. http://dx.doi.org/10.1016/j.jbusres.2020.06.036.

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Wu, Yutong. "Strategies of Supercell’s Success." Proceedings of Business and Economic Studies 4, no. 4 (August 27, 2021): 99–103. http://dx.doi.org/10.26689/pbes.v4i4.2393.

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Supercell, known as video game company, that is the best at making money, had developed a value of over 10 billion dollars by running only 5 games. All of their games earned more than a billion dollars with over one billion downloads in total. There must be a lot worth studying their strategies. This paper is divided into three parts: analyzing the marketing strategies in their games and advertising, their special way of management, and how they have contributed to the company’s huge success.

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Ravoniarison, Aina, and Cédric Benito. "Mobile games: players’ experiences with in-app purchases." Journal of Research in Interactive Marketing 13, no. 1 (March 11, 2019): 62–78. http://dx.doi.org/10.1108/jrim-06-2016-0060.

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PurposeThis paper aims to offer a comprehensive perspective into Free-to-Play gamers’ attitudes, feelings toward and perceived value of in-app purchases (IAPs).Design/methodology/approachThe study is based on a twofold qualitative methodology using an inductive approach: user-generated YouTube videos and gamers’ online reviews posted on Play stores.FindingsEight topics have emerged out from the qualitative data related to the characteristics of a good/bad IAP, the IAPs as downsides, the ambiguity with traditional Pay-to-Play games, the financial-risk issues, the resistance behaviors, the worries about over-spending and addiction and the frustration mechanism.Research limitations/implicationsBy focusing on IAPs, this research contributes to build an integrative overview to better understand how players deal with IAPs and how this interaction should be analyzed in the light of multiple frameworks. Emphasis is placed on a continuum of player responses from tolerant metacognition to high degree of subversion.Originality/valueA twofold netnographic approach offers a novel contribution to the field of mobile games by bringing together two materials increasingly connected to the video game universe. It also brought to the fore an experiential context by providing insight into the underlying dynamics of Player/IAP interactions.

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McDaniel, Patricia A., and Susan R. Forsyth. "Exploiting the “video game craze”: A case study of the tobacco industry’s use of video games as a marketing tool." PLOS ONE 14, no. 7 (July 25, 2019): e0220407. http://dx.doi.org/10.1371/journal.pone.0220407.

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Gupta, Atul, Stef Nicovich, and Taylor Garrison. "Electronic Arts: gambling on the future of video games." Emerald Emerging Markets Case Studies 6, no. 2 (June 18, 2016): 1–20. http://dx.doi.org/10.1108/eemcs-07-2015-0160.

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Subject area CSS 11: Strategy Study level/applicability Undergraduate or Graduate Capstone Course in Management or Marketing. Case overview Electronic Arts is one of the premiere video game software developers in the world. With the changing video game industry, evolving tastes and preferences, the introduction of next generation platforms and supporting various mobile platforms, Electronics Arts has important decisions to make as it charts its future. Expected learning outcomes The analysis seeks to fulfil several objectives relevant to management and marketing strategy courses, where analysis of the external environment of a firm is important. Students should be able to do the following: identify the relevant content to include in an industry analysis. Understand the key concepts of strategic analysis and how to apply them. Use the analytical tools of strategy to synthesize information from multiple sources into a comprehensive picture of an industry. Provide an overview of the dynamics and near-term future of this industry. Use industry analysis to explore emerging markets, billing options and where to target company resources. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

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Chintagunta, Pradeep K., Harikesh S. Nair, and R. Sukumar. "Measuring marketing-mix effects in the 32/64 bit video-game console market." Journal of Applied Econometrics 24, no. 3 (March 3, 2009): 421–45. http://dx.doi.org/10.1002/jae.1056.

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Acharya, Anitha, and Manish Gupta. "Do Skills and Challenge Affect Perceived Learning? Mediating Role of Engagement." Journal of Electronic Commerce in Organizations 18, no. 2 (April 2020): 64–79. http://dx.doi.org/10.4018/jeco.2020040105.

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Gamification, the usage of elements relating to game design to non-game activities, has gained considerable attention from academia and industry. It is uncertain as to whether students require skills and challenges to engage them in the game for enhancing their learning. Thus, the objective of this article is to examine the mediating role of engagement in the relationship between skill and perceived learning as well as between challenge and perceived learning in game-based learning environments. Data was gathered using a survey of Player Unknown's Battlegrounds (PUBG) players. A total of 233 young Indian players participated in the study. The results showed that engagement fully mediates the relationship between skill and perceived learning as well as between challenge and perceived learning. This study contributes to the literature on game-based learning by providing evidence for the educational video games to be one of the effective means of learning. Results of the present study imply that the educational game designers can design challenging games to engage the students.

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José Planells, Antonio. "Video games and the crowdfunding ideology: From the gamer-buyer to the prosumer-investor." Journal of Consumer Culture 17, no. 3 (October 18, 2015): 620–38. http://dx.doi.org/10.1177/1469540515611200.

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Digital convergence and Web 2.0 have led to the emergence of new forms of involvement and participation of consumers in the game industry. Prosumers are now participating in productive and decision-making structures at the highest level using collective financing model or crowdfunding. In this system, the traditional business relations based on hierarchy have undergone a major change repositioning the creative focus on the player. The top-down culture of game business becomes bottom-up participatory culture intervening mainly in game genres, topics, and mechanics. This research frames crowdfunding in the participatory culture and the conversion from consumer to prosumer-investor to later analyze the 10 most funded games on Kickstarter. A qualitative analysis focused on the ideology of crowdfunding discourses concludes that positive arguments for video games collective financing model develop an emancipatory-utopian framework, which is critical with publishers, libertarian with users, and melancholic-postmodern with the content developed in the past.

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Burgess, Jacqueline, and Christian Jones. "Exploring the forced closure of a brand community that is also a participatory culture." European Journal of Marketing 54, no. 5 (March 7, 2020): 957–78. http://dx.doi.org/10.1108/ejm-01-2019-0075.

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Purpose The purpose of this study is to investigate members’ reactions to the forced closure of a narrative video game brand community and its participatory culture. Design/methodology/approach The BioWare Social Network forums closure was announced in a thread, which attracted 8,891 posts. These were analysed using thematic analysis, facilitated by the software program Leximancer and non-participatory netnography. Findings The brand community and participatory culture members were predominantly distressed because they would lose their relationships with each other and access to the participatory culture’s creative output. Research limitations/implications Previous research suggested that video game players cannot be fans and that player-generated content is exploitative. However, members, self-identified as fans, encouraged BioWare’s use of their player-created content for financial gain and articulated the community’s marketing benefits, all of which have implications for Fan and Game Studies’ researchers. Research using primary data could identify brand communities and participatory cultures’ specific benefits and their members’ attitudes about brands’ commercial use of their outputs. Further research is required to identify other products and brands not suitable for establishing brand communities on social media to determine the best ways to manage them. Practical implications Addressing narrative brand communities’ complaints quickly can prevent negative financial outcomes and using social media sites for brand communities may not be suitable structurally or because of members’ privacy concerns. Furthermore, consumers often have intense emotional bonds with narrative brands, their communities and participatory cultures, which marketers may underestimate or misunderstand. Originality/value This study of the unique phenomenon of the forced closure of a narrative brand community and its participatory culture increased understandings about them.

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Behm-Morawitz, Elizabeth. "Examining the intersection of race and gender in video game advertising." Journal of Marketing Communications 23, no. 3 (June 4, 2014): 220–39. http://dx.doi.org/10.1080/13527266.2014.914562.

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Wohlwend, Karen E. "Early adopters: Playing new literacies and pretending new technologies in print-centric classrooms." Journal of Early Childhood Literacy 9, no. 2 (July 30, 2009): 117–40. http://dx.doi.org/10.1177/1468798409105583.

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In this article, semiotic analysis of children's practices and designs with video game conventions considers how children use play and drawing as spatializing literacies that make room to import imagined technologies and user identities. Microanalysis of video data of classroom interactions collected during a three year ethnographic study of children's literacy play in kindergarten and primary classrooms reveals how the leading edge of technology use in print-centric classrooms is pretended into being by five-, six-, and seven-year-old `early adopters' — a marketing term for first wave consumers who avidly buy and explore newly-released technology products.`Early adopters' signals two simultaneous identities for young technology users: (1) as developing learners of new literacies and technologies; and, (2) as curious explorers who willingly play with new media. Children transformed paper and pencil resources into artifacts for enacting cell phone conversations and animating video games, using new technologies and the collaborative nature of new literacies to perform literate identities and to strengthen the cohesiveness of play groups.

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Walsh, MT, and OH Khan. "P.105 The “Comprehensive 3D Skull Base Lab”-- enhancing resident education with virtual/augmented reality and 3D printing at Northwestern University." Canadian Journal of Neurological Sciences / Journal Canadien des Sciences Neurologiques 46, s1 (June 2019): S41. http://dx.doi.org/10.1017/cjn.2019.199.

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Background: Due to increasingly limited access to cadavers and first-hand operative experience, there is an increasing need for innovative modalities in neurosurgical education. Recent developments in computer modelling, virtual/augmented reality, and video game technology have created new opportunities for novel teaching tools. We set out to develop a library of 3D models of normal anatomy and pathologic states for use in conjunction with an interactive simulated environment and 3D printing for teaching of neurosurgical residents. Methods: Anatomically accurate 3D models were developed using CT/MRI data from multiple patients using open source segmentation and 3D animation software. An interactive simulated environment was then created using a 3D game engine and used in conjunction with a virtual/augmented reality system. 3D models were also used to for 3D printing. Results: 3D models and an interactive simulated environment were used in conjunction with various viewing modalities, including 3D video, 360 video, and virtual reality headsets, as well as 3D printing. These teaching tools were successfully implemented in neurosurgery didactic teaching sessions and in the skull base lab. Additional benefits were seen with patient engagement and marketing. Conclusions: 3D modeling and animation show considerable promise for neurosurgical education, with additional benefits for patient engagement, marketing, and social media.

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Bassiouni, Dina H., Chris Hackley, and Hakim Meshreki. "The integration of video games in family-life dynamics." Information Technology & People 32, no. 6 (December 2, 2019): 1376–96. http://dx.doi.org/10.1108/itp-11-2017-0375.

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Purpose Empirical studies using the technology acceptance model (TAM) have mainly focussed on utilitarian technologies. The purpose of this paper is to extend the TAM in order to develop a more nuanced understanding of the family dynamic around video game acceptance within households. Design/methodology/approach This paper proposes a new and unique adaptation of the TAM to study the acceptance of hedonic technologies in the context of parents’/carers’ acceptance and integration of video games within family-life dynamics. This adaptation of the TAM attempts to shed light on the social influences and intrinsic motivations behind parents’ and carers’ intentions to purchase video games for their children’s consumption. Findings The usefulness of video games lies in how enjoyable and entertaining they are, and this seems to be influenced by the convenience and ease of use that ultimately affects the behavioural intention towards video games. Convenience of use brings in social influences on perceived enjoyment and on parents’ actual behaviour towards video games. Some social influences seem to play a direct role in affecting children’s behaviour towards video games. Research limitations/implications The authors acknowledge that using Facebook as a tool for data collection has limitations attributed to selection bias. Another limitation is not giving voice to the children to account for their own subjective experience of video games and relying on their parents’ perceptions on the matter. Social implications This study advocated extending TAM within a hedonic framework in the context of examining parents’/carers’ acceptance of video games, while re-validating past theories of TAM and introducing new contextual variables adapted to address hedonic technologies. Originality/value Empirical studies using TAM have focussed on the utilitarian nature of technologies and very few considered hedonic technologies. This study’s key contribution to research lies in explaining the effects of parents’ perceived enjoyment, ease of use and convenience on the intention to purchase and play video games. The findings feed into work on the ethics and developmental issues around the marketing of video games to and for children.

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Spaulding, Cylor. "Applying the devotional–promotional model to the video game “Faithful”." Public Relations Review 42, no. 2 (June 2016): 359–65. http://dx.doi.org/10.1016/j.pubrev.2016.01.004.

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Dardis, Frank, Mike Schmierbach, Brett Sherrick, and Britani Luckman. "How game difficulty and ad framing influence memory of in-game advertisements." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 1–11. http://dx.doi.org/10.1108/jcm-07-2016-1878.

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Purpose In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might impact the effectiveness of in-game advertisements. This study aims to investigate the influence of game difficulty on players’ affective response and subsequent memory of in-game ads, which were presented as either gain- or loss-framed messages. Design/methodology/approach Three experiments were conducted. Study 1 and Study 3 implemented a 2 (difficulty: easy/difficult) × 2 (ad framing: gain/loss) design. Study 2 implemented a 2 (background music: calm/stressful) × 2 (ad framing: gain/loss) design. All experiments took place in a research laboratory in which participants consented to the study, completed a pre-test questionnaire, played a video game, completed a post-test questionnaire and were debriefed. Findings More difficult game play led to greater negative affective response. A different game-based attribute – background music – did not influence affective response. A significant interaction in Study 1 revealed that brand recognition increased as players in a more negative affective state were exposed to the loss-framed message. The results were explained to occur via the congruency effects that game difficulty exerts on players’ affective and cognitive states. Originality/value The studies are the first to incorporate both videogame difficulty and ad framing into one study, which two real-world factors that can influence advertising’s effectiveness. Theoretical and practical implications are discussed.

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Mazinter, Luisa, Michael M. Goldman, and Jennifer Lindsey-Renton. "Cricket South Africa’s Protea Fire brand." Emerald Emerging Markets Case Studies 7, no. 1 (April 18, 2017): 1–20. http://dx.doi.org/10.1108/eemcs-05-2016-0081.

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Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond. Expected learning outcomes This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations. Subject code CSS 8: Marketing.

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Butcher, Luke, Ysobel Tang, and Ian Phau. "Pawning n00bs: Insights into perceptions of brand extensions of the video game industry." Australasian Marketing Journal (AMJ) 25, no. 3 (August 2017): 215–24. http://dx.doi.org/10.1016/j.ausmj.2016.11.008.

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Raven, Peter, C. Patrick Fleenor, and Kristie Kucur. "Video Streaming in Southeast Asia: Blockbuster at the Edge." Asian Case Research Journal 07, no. 02 (December 2003): 195–218. http://dx.doi.org/10.1142/s0218927503000380.

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Blockbuster was a world leader in video rentals and sales, DVDs and video game retail outlets. Their international expansion strategy called for developing the video streaming market. Determining the ideal location for their first initiative is the subject of this case. A decision must be made between Korea, Singapore, and Taiwan. The choice was not obvious, as all three had both positive and some less attractive features. Broadband was a requirement for video streaming and is already in use in the region, at least to some extent. However, several marketing issues arose. Realizing that success in the initial market would have a strong influence on the likelihood of success in South-East Asia and perhaps in the larger Asia-Pacific region, the decision as to which country to select and how to approach the market with video streaming was critical.

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Sánchez Torres, Javier A., Julián A. Rivera González, and Lambert De Maestrich Jorba. "What Kind of E-Mail Information Is More Effective in Communicating with the Client? Application of Game Theory." Harvard Deusto Business Research 7, no. 1 (July 13, 2018): 2. http://dx.doi.org/10.3926/hdbr.177.

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Using game theory, this study analyzed clients’ decisions after receiving digital relational marketing campaigns via email for two types of products: apparel and electronics-music-video. The objectives were to analyze the promotional and relational e-mails to discern which of the two is most effective in achieving marketing objectives and short-term business objectives. A cross-sectional study was carried out, with samples from Spain and Colombia, starting from a total of 400 surveys, a game based on the Nash Theory was proposed, having as a more important result, regardless of the type of email received by the client, the last action of the client will be marked as "spam". Likewise, differences were found by country and by gender depending on the type of product and no conclusive differences were found on which type of communication (promotional or differential) is better received by the client.

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Kim, Minseong. "Does playing a video game really result in improvements in psychological well-being in the era of COVID-19?" Journal of Retailing and Consumer Services 61 (July 2021): 102577. http://dx.doi.org/10.1016/j.jretconser.2021.102577.

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Marchand, André, and Thorsten Hennig-Thurau. "Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities." Journal of Interactive Marketing 27, no. 3 (August 2013): 141–57. http://dx.doi.org/10.1016/j.intmar.2013.05.001.

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McCaffrey, Matthew. "The macro problem of microtransactions: The self-regulatory challenges of video game loot boxes." Business Horizons 62, no. 4 (July 2019): 483–95. http://dx.doi.org/10.1016/j.bushor.2019.03.001.

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Schneider, Edward Francis. "A Survey of Graphic Novel Collection and Use in American Public Libraries." Evidence Based Library and Information Practice 9, no. 3 (September 6, 2014): 68. http://dx.doi.org/10.18438/b83s44.

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Abstract Objective – The objective of this study was to survey American public libraries about their collection and use of graphic novels and compare their use to similar data collected about video games. Methods – Public libraries were identified and contacted electronically for participation through an open US government database of public library systems. The libraries contacted were asked to participate voluntarily. Results – The results indicated that both graphic novels and video games have become a common part of library collections, and both media can have high levels of impact on circulation. Results indicated that while almost all libraries surveyed had some graphic novels in their collections, those serving larger populations were much more likely to use graphic novels in patron outreach. Similarly, video game collection was also more commonly found in libraries serving larger populations. Results also showed that young readers were the primary users of graphic novels. Conclusion – Responses provided a clear indicator that graphic novels are a near-ubiquitous part of public libraries today. The results on readership bolster the concept of graphic novels as a gateway to adult literacy. The results also highlight differences between larger and smaller libraries in terms of resource allocations towards new media. The patron demographics associated with comics show that library cooperation could be a potential marketing tool for comic book companies.

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Su, Yiran, Bradley J. Baker, Jason P. Doyle, and Meimei Yan. "Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok." International Journal of Sport Communication 13, no. 3 (September 1, 2020): 436–46. http://dx.doi.org/10.1123/ijsc.2020-0238.

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As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

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Choi, Yung Kyun, Sung mi Lee, and Hairong Li. "Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players." Journal of Advertising 42, no. 2-3 (April 3, 2013): 219–27. http://dx.doi.org/10.1080/00913367.2013.775798.

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Eliseeva, D. Yu, A. Yu Fedosov, D. V. Agaltsova, O. L. Mnatsakanyan, and K. K. Kuchmezov. "The Evolution of Artificial Intelligence and the Possibility of its Application in Cyber Games." Revista Amazonia Investiga 9, no. 28 (April 21, 2020): 123–29. http://dx.doi.org/10.34069/ai/2020.28.04.15.

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Artificial intelligence, as a separate field of research, is currently experiencing a boom - new methods of machine learning and hardware are emerging and improving, and the results achieved change the life of society. Machine translation, handwriting recognition, speech recognition are changing our reality. The work of creating unmanned vehicles, voice assistants and other devices using these technologies is in an active process. The article examines the historical context of the artificial intelligence development, it evaluates the possibilities of its introduction into cyber games, as a safe and effective platform for testing new methods of machine learning. The promotion of such projects can increase the reputation of development companies, ensure increased user confidence in other products and, with a competent marketing strategy, cause a significant public resonance among video game fans, providing the developer with economic profit.

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DEMERS, JOANNA. "Dancing machines: ‘Dance Dance Revolution’, cybernetic dance, and musical taste." Popular Music 25, no. 3 (September 11, 2006): 401–14. http://dx.doi.org/10.1017/s0261143006001012.

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In ‘Dance Dance Revolution’ (DDR), an arcade and home video game distributed by the Japanese entertainment corporation Konami, players move their feet in specific patterns set to electronic dance music. Only by achieving a high accuracy rate can a player advance from one level to the next. DDR enjoys worldwide popularity among teenagers and young adults, partially due to the marketing of the game's ‘soundtracks’ as separate, purchasable collections of underground techno, house, and drum ‘n’ bass. This article considers the Internet communities of DDR fans and their debates concerning ‘mainstream’ culture and musical taste.

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Chang, En-Chung, Beixi Wen, and Xiaofei Tang. "The effect of winning-losing perception on consumers’ variety-seeking behavior." European Journal of Marketing 55, no. 6 (January 27, 2021): 1624–42. http://dx.doi.org/10.1108/ejm-07-2019-0565.

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Purpose This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior. Design/methodology/approach Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking behavior. Findings Consumers who have failed in a competition or not achieved a goal tend to seek less variety in their later consumption than do consumers who have succeeded because losing feedback weakens consumers’ perception of their control of personal mastery. This effect only exists when the closeness of winning or losing is narrow (e.g. the success is just missed) and diminishes when the result is clear and obvious. Research limitations/implications The current study has systematically explored the interaction between winning-losing outcomes and the closeness of these outcomes. Practical implications This study offers marketing managers practical guidance on how to use competition results to conduct marketing activities, such as transmitting advertisements for classic flavors to those who have lost in a video game or properly increasing the proportion of new flavors or products in stores or vending machines near sports venues. Originality/value This research adds to the literature on competition, which has largely overlooked the possible moderating role of the closeness of the competition result and its influence on individuals’ follow-up irrelevant behaviors and it also adds to the work on variety-seeking behavior, which has not explored the impact of winning-losing perception.

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Landers, Richard N., Elena M. Auer, and Joseph D. Abraham. "Gamifying a situational judgment test with immersion and control game elements." Journal of Managerial Psychology 35, no. 4 (March 8, 2020): 225–39. http://dx.doi.org/10.1108/jmp-10-2018-0446.

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PurposeAssessment gamification, which refers to the addition of game elements to existing assessments, is commonly implemented to improved applicant reactions to existing psychometric measures. This study aims to understand the effects of gamification on applicant reactions to and measurement quality of situational judgment tests.Design/methodology/approachIn a 2 × 4 between-subjects experiment, this study randomly assigned 315 people to experience different versions of a gamified situational judgment test, crossing immersive game elements (text, audio, still pictures, video) with control game elements (high and low), measuring applicant reactions and assessing differences in convergent validity between conditions.FindingsThe use of immersive game elements improved perceptions of organizational technological sophistication, but no other reactions outcomes (test attitudes, procedural justice, organizational attractiveness). Convergent validity with cognitive ability was not affected by gamification.Originality/valueThis is the first study to experimentally examine applicant reactions and measurement quality to SJTs based upon the implementation of specific game elements. It demonstrates that small-scale efforts to gamify assessments are likely to lead to only small-scale gains. However, it also demonstrates that such modifications can be done without harming the measurement qualities of the test, making gamification a potentially useful marketing tool for assessment specialists. Thus, this study concludes that utility should be considered carefully and explicitly for any attempt to gamify assessment.

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Gawrysiak, Joey, Rick Burton, Seth Jenny, and Dylan Williams. "Using Esports Efficiently to Enhance and Extend Brand Perceptions – A Literature Review." Physical Culture and Sport. Studies and Research 86, no. 1 (June 1, 2020): 1–14. http://dx.doi.org/10.2478/pcssr-2020-0008.

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AbstractWhile discussion and media coverage of esports (i.e., organized competitive video gaming) has dramatically increased since 2016, the use of esports by established consumer brands has not been emphasized in the sport marketing and sponsorship literature. Though appearing in limited sport management research, esports is a non-traditional sport form that generated just under $1.2 billion in revenue as an industry in 2019. However, many non-endemic traditional consumer brands have resisted capitalizing on esports brand-building opportunities. This paper provides a literature review of the past and current esports and sport marketing literature, resulting in the creation of a figure depicting the esports endemic and non-endemic company evolution of esports brand utilization. The evolution of the competitive video game market details how endemic companies are more apt to establish themselves in the esports space before non-endemic companies because of the way that the industry moves and has acceptance by gamers and non-gamers. Marketers and brand managers that have historically employed traditional sports may glean ideas on how to best enhance and extend their brand through the burgeoning esports industry. Moreover, ideas regarding when companies should enter the esports ecosystem is provided.

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Phelps, Andrew M., Christopher A. Egert, and Mia Consalvo. "Hack, Slash & Backstab: A Post-Mortem of University Game Development at Scale." International Journal of Designs for Learning 12, no. 1 (April 12, 2021): 16–33. http://dx.doi.org/10.14434/ijdl.v12i1.31263.

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This article describes the educational, operational, and practical implementation of an upper-division undergraduate studio-style course centered on the subject of game production. Specifically, the article addresses the course organization and processes, the institutional context for the course (i.e., its situated role in the larger curriculum), the overall structure of the course both from a pedagogical and operational point of view, and concludes with substantial reflection and analysis by the authors on what worked effectively and where improvements could be made. The article also provides substantial depth regarding the student experience, the structure of creating muti-disciplinary software development teams within the course, orienting the course around the successful production of a professional-grade XBOX One video game product, and various methods, structures and tools for course organization, communication, software development practice, documentation, etc. This in turn is framed in the larger context of the course as it was offered not only through an academic department, but in parallel with a campus-based games studio and research center. Numerous detailed elements are provided in such fashion as to provide other educators and mentors a relevant, structured, and detailed post-mortem of a large scale, multi-disciplinary effort that engaged students in complex multimedia software production in a professional context. In addition, several elements atypical from more traditional software project courses as they intersect game development including entertainment design, playtesting, marketing, press, public demonstration and performance, audience reception and analytics, commercial platform, etc., and discussed and analyzed.

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Derdenger, Timothy. "Technological tying and the intensity of price competition: An empirical analysis of the video game industry." Quantitative Marketing and Economics 12, no. 2 (April 24, 2014): 127–65. http://dx.doi.org/10.1007/s11129-014-9143-9.

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Oates, Thomas Patrick. "New Media and the Repackaging of NFL Fandom." Sociology of Sport Journal 26, no. 1 (March 2009): 31–49. http://dx.doi.org/10.1123/ssj.26.1.31.

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This essay identifies an emerging form of pleasure offered to fans of elite football. I name this mode of engagement “vicarious management” and focus on its emergence in National Football League (NFL) related products of fantasy football, media coverage of the NFL draft, and the video game Madden NFL. Through an analysis of sports marketing literature and promotional materials provided for consumers by ESPN and EA Sports, the article posits that the emergence of vicarious management is overdetermined by emerging financial opportunities in media culture and ideological instabilities within race and masculinity. I identify how vicarious management offers new opportunities for integrating and expanding corporate reach while constructing masculine athletic subjectivity in ways that addresses deeply felt anxieties in White masculinity.

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Hu, Xiaohan, and Kevin Wise. "How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat." Journal of Research in Interactive Marketing 15, no. 2 (May 5, 2021): 295–315. http://dx.doi.org/10.1108/jrim-12-2020-0269.

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Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control and product attitudes. Design/methodology/approach This paper conducted two experiments to examine the relationship between playable ads, perceived control and product attitude. This paper also applied psychological reactance theory and investigated whether perceived control triggered by the interactive features of playable ads influenced psychological reactance toward them. Findings Findings from two experiments show that playable ads, compared to video ads, increased consumers’ perceived control, which, in turn, led to more positive attitudes toward the advertised products (Studies 1 and 2). This study also supports psychological reactance theory by revealing that increased perceived control diminished perceived freedom threat and subsequently alleviated consumers’ psychological reactance toward advertising messages (Study 2). Originality/value This study sheds light on the effectiveness of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological reactance theory in the context of interactive marketing by exploring the effect of perceived control afforded by digital message features in mitigating reactance.

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Therrien, Carl, and Martin Picard. "Enter the bit wars: A study of video game marketing and platform crafting in the wake of the TurboGrafx-16 launch." New Media & Society 18, no. 10 (July 9, 2016): 2323–39. http://dx.doi.org/10.1177/1461444815584333.

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Journal articles on the topic 'Video game marketing'

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