JOurnal merchandising videogame pdf

JOurnal merchandising videogame pdf

17 Pages · 2014 · 1.5 MB ·

“Mobile Games” include games for Apple iOS, Google Android, Windows Phone 7 and 8, Nokia Symbian, .. generations (for overviews, see Boyle et al. Blattberg, Robert C. and John Deighton (1996), “Manage Marketing by the.

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Value Creation in the Video Game Industry: Industry Economics, Consumer Bene fits, and Research Opportunities Andr? Marchand a,⁎,1& Thorsten HennigThurau a,b,⁎⁎ ,1 aDepartment of Marketing and Media, University of Muenster, Am Stadtgraben 1315, 48143 Muenster, Germany bFaculty of Management, Cass Business School, City University London, UK Available online 19 July 2013 Abstract In the past twenty years, the video game industry has established itself as a signi ficant contributor to the global entertainment economy Compared to more established entertainment industries such as movies and music, limited scholarly research in marketing has addressed the processes that create value for companies and consumers in the context of video games which are now available on multiple devices (eg, consoles, portables, mobile devices) and through multiple channels (eg, retail and online) The authors therefore develop a conceptual framework of value creation through video games, highlight important findings from extant research in marketing and other disciplines, and apply the framework to derive future research opportunities Copyright @ 2013 Direct Marketing Educational Foundation, Inc Published by Elsevier All rights reserved Keywords: Video games; Entertainment industry; Digital distribution; Social media Introduction When the video game Call of Duty: Modern Warfare 3 was released on November 8, 2011, it earned $400 million within 24 hours in North America and the United Kingdom ( Activision 2011 ) After 16 days, its revenues had passed $1 billion ( Waugh 2011 ) This compelling success is a manifestation of the enormous growth that the video game industry has experienced; over a 25year period, it has grown annually by between 9% and 15% ( Zackariasson and Wilson 2010 ) In turn, the economic value of video games has shifted, from a niche industry to a blockbuster business Today, more Americans play video games than go to the movies ( NPD Group 2009 ), and in 2012, global revenues were an estimated $67 billion for console and portable hardware and software, as well as games for mobile devices (eg, tablets and smartphones) Sales of socalled virtual goods within games generated an additional $148 billion in 2012 These totals are about five times higher than global music revenues ($165 billion in 2011), higher than consumer book sales ($694 billion in 2011), and similar to movie revenues ($85 bil lion in 2011) 2Video games thus appear to be the fastest growing and most exciting category of mass media for the coming decade The industry is characterized by not just growth but also a high degree of innovation and dynamics In addition to consoles, video gaming takes place within interactive networks and on various mobile devices, including smartphones and tablets It often bridges into and spurs innovation in other entertainment industries, such that some products even offer hybrid experiences (eg, Lord of the Rings as game, movie, and other merchandise) Players can earn money from esports carried out in front of crowds and on live TV, or they can spend their money to buy virtual goods and expansions within games In these virtual worlds, consumers manipulate and change their environment through realistic animation and exciting motion ⁎Corresponding author ⁎⁎ Correspondence to: T HennigThurau, Department of Marketing and Media, University of Muenster, Am Stadtgraben 1315, 48143 Muenster, Germany Email addresses: [email protected] (A Marchand), [email protected] (T HennigThurau) 1Both authors have contributed equally to this work 2These values come from the following sources: DFC Intelligence ( Gaudiosi 2012 ) for game hard and software; Superdata (2012) for virtual goods, Bundesverband Musikindustrie ( Statista 2013 ) for music; calculations derived from data from the Publishers Association, Spanish Ministry of Culture, FinnishBook Publishers Association, Wilkofsky Gruen Associates, and PWC ( De Prato and Simon 2011 ) for books; and PWC ( Goldsmith 2012 ) for movies wwwelseviercom/locate/intmar 10949968/$ see front matter Copyright @ 2013 Direct Marketing Educational Foundation, Inc Published by Elsevier All rights reservedhttp://dxdoiorg/101016/jintmar201305001 Available online at wwwsciencedirectcom ScienceDirect Journal of Interactive Marketing 27 (2013) 141 ?157 sensor controllers; the games also offer capabilities to tackle social issues, train employees, and educate children ( ESA 2012a ) Technology pioneered by games applies to various fields, from military training programs to molecular biology and virtual showrooms for new product presentations ( The Economist 2011 ) Games have even inspired management scholars to propose the concept of ?gamification ?to describe the application of psychological game

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