scholarly journals eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea

Comunicar ◽  
2019 ◽  
Vol 27 (58) ◽  
pp. 105-114 ◽  
Author(s):  
Carlos Fanjul-Peyró ◽  
Cristina González-Oñate ◽  
Pedro-Jesús Peña-Hernández
Keyword(s):  
Video Game ◽  
Online Advertising ◽  
Online Video ◽  
Brand Advertising ◽  
Advertising Strategies ◽  
The World ◽  
Game Industry ◽  
Effective Advertising ◽  
Online Video Games ◽  
Question Survey

The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of approaching and adapting to the world of eGames. In this report, we analyze which the most effective advertising strategies for brands in the online video game world are. To do this, the players (eGamers) answered a 60 question survey that addressed issues such as playful habits, the viewing of advertisements in games, the purchase of advertised items and advertising in competitions. Korean and Spanish players answered the same questionnaire considering that South Korea has the most advanced video game industry in the world and Spain is the fourth European country in eGames and our subject of study. After the investigation, some of the most relevant results indicate that conventional online advertising does not attract the attention of gamers as consumers. We determined that the best strategy would be based on brand presence through products that are prescribed or used by professional gamers, since spectators, as they watch the games, also observe what elements and accessories the players use. El negocio de los eGames (videojuegos online) en España ha conseguido más de 1,8 billones de euros de beneficio en el año 2016. La publicidad no es ajena al potencial de este mercado y las marcas estudian cuáles son las mejores formas de acercarse y adaptarse al entorno de los eGames. En el presente trabajo se analizan las estrategias publicitarias más eficaces para las marcas en el mundo de los videojuegos en red. Para ello, se han investigado a los jugadores (eGamers) a través de una encuesta de 60 preguntas que abordaban cuestiones como hábitos lúdicos, visionado de publicidad en los juegos, compra de artículos anunciados o publicidad en competiciones. El mismo cuestionario se ha realizado tanto a jugadores coreanos, ya que la industria de los videojuegos en Corea del Sur es la más avanzada del mundo, como a jugadores españoles, al ser España el cuarto país europeo en eGames y ser nuestro objeto de estudio. Tras la investigación, algunos de los resultados más relevantes indican que la publicidad online convencional no llama la atención a los consumidores «gamers» y se determina que la mejor estrategia se basaría en la presencia de marca a través de productos prescritos o utilizados por los «gamers» profesionales, ya que los espectadores, a la vez que ven las partidas, observan qué elementos usan los jugadores.

The Effect of the COVID-19 Pandemic on Video Game Consumption in Turkey

2022 ◽  
pp. 151-167
Author(s):  
Yasemin Özkent
Keyword(s):  
Video Games ◽  
Video Game ◽  
Social Distance ◽  
Digital Games ◽  
Online Video ◽  
Digital Game ◽  
Leisure Education ◽  
Daily Work ◽  
The World ◽  
Online Video Games

Different precautions such as quarantine, social distance, and hygiene applications have been taken around the world to prevent the spreading of the virus during the COVID-19 pandemic. While these precautions brought many sectors to a halt, digital-based platforms have been used more actively. The pandemic changed daily work, leisure, education, and the time spent with families and how people distribute their time on these items. The interest toward digital games increased as the result of COVID-19 quarantine. As people spent more time at home, they tended to play games to socialize. This study aims to evaluate the changes and tendencies in the consumption of video games during the pandemic period in Turkey. Accordingly, the consumption of online video games in 2020 was analyzed through comparing with 2019. As a result, it was detected that more time and money was spent during the pandemic period on the digital game sector which was also important before.

scholarly journals Causes and Effects of Online Video Game Playing among Junior-Senior High School Students in Malang East Java

2017 ◽  
Vol 9 (2) ◽  
pp. 191-202
Author(s):  
I Dewa Putu Eskasasnanda
Keyword(s):  
High School ◽  
High School Students ◽  
Video Games ◽  
Video Game ◽  
Online Video ◽  
Game Playing ◽  
School Students ◽  
Video Game Playing ◽  
Online Video Games ◽  
Senior High School Students

Science and technology development causes a lot of changes in any fields including the form of popular games among the Junior and Senior High School students in Indonesia.The traditional games that are famous formerly have been replaced by the modern games like online video game.This article discusses the cause and effect of the online video game playing on the Junior and Senior High Schools students in Malang.This study reveal that students play video games online due to peers pressure; and online video games are liked because they are considered more modern, practical, realistic and varied. Initially, students play online video games to relieve the fatigue due to studying at school, but subsequently, they are becoming addicted, and reach a condition that they find it difficult to stop playing games.This condition will directly affect their achievement in school.

Social Media and Online Gaming

2018 ◽  
pp. 220-239
Author(s):  
Pedro Ramos ◽  
Pierre Funderburk ◽  
Jennifer Gebelein
Keyword(s):  
Social Media ◽  
Video Games ◽  
Technological Innovation ◽  
Video Game ◽  
Near Field ◽  
Online Video ◽  
Illicit Markets ◽  
Criminal Organizations ◽  
Video Game Consoles ◽  
Online Video Games

This article describes how the rise in technological innovation has allowed for transnational criminal organizations (TCOs) to expand their operations using virtual platforms such as social media and online video games. These virtual platforms are utilized by TCOs to conduct some of their traditional forms of crimes, such a money laundering. These criminal practices have found solace in technological innovation, mainly through the exploitation of rising technologies, such as online video games, video game consoles and peripherals, such as Virtual Reality headsets, inconspicuous electronic devices for children, Near-Field Communication (NFC), and finally, social media as tool for recruitment and immediate communication. TCOs have managed to utilize these mediums to conduct their criminal activities in part due to the lack or nonexistence of new or proper legislation that regulates how these new mediums can function without facilitating illicit activities and the germination of illicit markets.

scholarly journals Are Gamers Sad and Isolated? A database about the Anxiety, Life Satisfaction and Social Phobia of over 13000 participants

2017 ◽  
Author(s):  
Marian Sauter ◽  
Dejan Draschkow
Keyword(s):  
Life Satisfaction ◽  
Young Adults ◽  
Video Games ◽  
Social Phobia ◽  
Small Sample ◽  
Online Video ◽  
Cultural Backgrounds ◽  
The World ◽  
Small Sample Sizes ◽  
Online Video Games

Playing online video games has become widely prevalent over the last decade (e.g. Mentzoni et al., 2011; Rehbein et al., 2010; Wang et al., 2014). Consequently, concerns have been voiced in regard to addictive online gaming behavior (Mentzoni et al., 2011). At present, research in this area relies on relatively small sample sizes from 174 (Lo et al, 2005) participants to 3405 participants (Wenzel et al, 2009) and are mostly focused on narrow cultural backgrounds or only young adults. The present data is the largest openly available dataset comprising of over 13000 participants from all over the world.

scholarly journals Elements of Infrastructure Demand in Multiplayer Video Games

2019 ◽  
Vol 7 (4) ◽  
pp. 237-246 ◽  
Author(s):  
Alexander Mirowski ◽  
Brian P. Harper
Keyword(s):  
Video Games ◽  
Video Game ◽  
Online Video ◽  
Multiplayer Games ◽  
Game Play ◽  
Critical Part ◽  
Video Game Play ◽  
Human Endeavor ◽  
Multiplayer Video Games ◽  
Online Video Games

With the advent of organized eSports, game streaming, and always-online video games, there exist new and more pronounced demands on players, developers, publishers, spectators, and other video game actors. By identifying and exploring elements of infrastructure in multiplayer games, this paper augments Bowman’s (2018) conceptualization of demands in video games by introducing a new category of ‘infrastructure demand’ of games. This article describes how the infrastructure increasingly built around video games creates demands upon those interacting with these games, either as players, spectators, or facilitators of multiplayer video game play. We follow the method described by Susan Leigh Star (1999), who writes that infrastructure is as mundane as it is a critical part of society and as such is particularly deserving of academic study. When infrastructure works properly it fades from view, but in doing so loses none of its importance to human endeavor. This work therefore helps to make visible the invisible elements of infrastructure present in and around multiplayer video games and explicates the demands these elements create on people interacting with those games.

Social Media and Online Gaming

2018 ◽  
Vol 8 (1) ◽  
pp. 25-42 ◽  
Author(s):  
Pedro Ramos ◽  
Pierre Funderburk ◽  
Jennifer Gebelein
Keyword(s):  
Social Media ◽  
Video Games ◽  
Technological Innovation ◽  
Video Game ◽  
Near Field ◽  
Online Video ◽  
Illicit Markets ◽  
Criminal Organizations ◽  
Video Game Consoles ◽  
Online Video Games

This article describes how the rise in technological innovation has allowed for transnational criminal organizations (TCOs) to expand their operations using virtual platforms such as social media and online video games. These virtual platforms are utilized by TCOs to conduct some of their traditional forms of crimes, such a money laundering. These criminal practices have found solace in technological innovation, mainly through the exploitation of rising technologies, such as online video games, video game consoles and peripherals, such as Virtual Reality headsets, inconspicuous electronic devices for children, Near-Field Communication (NFC), and finally, social media as tool for recruitment and immediate communication. TCOs have managed to utilize these mediums to conduct their criminal activities in part due to the lack or nonexistence of new or proper legislation that regulates how these new mediums can function without facilitating illicit activities and the germination of illicit markets.

scholarly journals Impact on the video game industry during the COVID-19 pandemic

Athenea ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 5-13
Author(s):  
Luz Ortiz ◽  
Héctor Tillerias ◽  
Christian Chimbo ◽  
Veronica Toaza
Keyword(s):  
Video Games ◽  
21St Century ◽  
Video Game ◽  
Intelligent Systems ◽  
Social Impact ◽  
Publishing Industry ◽  
The United States ◽  
Video Game Industry ◽  
Game Industry ◽  
Online Video Games

This work presents trends and comparisons that show a change in the consumption and production of video games in times of confinement due to the health emergency. The video game industry has modified its philosophy and adapted its products to the new requirements and trends of consumers who see in this activity a way to appease the psychological and social impact due to quarantine and isolation. There is evidence of a 65% increase in the use of online video games, which has broken a world record. Products that have new aspects and considerations never before proposed by this great industry have been developed and offered, such as thematic games related to the COVID-19 pandemic. Keywords: Video game, pandemic, online games, confinement. References [1]M. Olff, Screening for consequences of trauma–an update on the global collaboration on traumatic stress.European Journal of Psychotraumatology, 2020. [2]Z. Li, China’s Digital Content Publishing Industry: The 2019 Annual Report on Investment Insights and Market Trends. Publishing Research Quarterly, 2020. [3]R. Agis, An event-driven behavior trees extension to facilitate non-player multi-agent coordination in video games, Expert Systems with Applications, 2020. [4]O. Wulansari, Video games and their correlation to empathy: How to teach and experience empathic emotion. Advances in Intelligent Systems and Computing, 2020. [5]C. Bachen, Simulating real lives: Promoting Global Empathy and Interest in Learning Through SimulationGames. Sage Journal, 2012. [6]S. Fowler, Intercultural simulation games: A review (of the united states and beyond). Sage Journals, 2010. [7]G. Chursin, Learning game development with Unity3D engine and Arduino microcontroller. Journal ofPhysics: Conference Series, 2019. [8]K. Hewett, The Acquisition of 21st-Century Skills Through Video Games: Minecraft Design Process Modelsand Their Web of Class Roles. Sage Journal, 2020. [9]R. Bayeck, Exploring video games and learning in South Africa: An integrative review. Educational TechnologyResearch and Development, 2020. [10]K. Hewett, The 21st-Century Classroom Gamer. Games and Culture, 2021.

Guild Wars 2, the Frankfurt School and Dialectical Fairy Scenes: A Critical Approach Towards Massively Multiplayer Online Video Games

2016 ◽  
Vol 13 (6) ◽  
pp. 547-567
Author(s):  
Mattias van Ommen
Keyword(s):  
Video Games ◽  
Video Game ◽  
Participant Observation ◽  
Frankfurt School ◽  
Critical Study ◽  
Online Video ◽  
Critical Approach ◽  
Production And Distribution ◽  
Online Video Games ◽  
Massively Multiplayer

In this study, I use a revised approach of the Frankfurt School in order to critically assess a recent massively multiplayer online video game, Guild Wars 2. Starting with a brief historical overview of the Frankfurt School, I proceed by applying a revision of the school’s main contributions to analyzing Guild Wars 2. This includes an integration of processes of production and distribution, various levels of textual analysis, and audience reception. My main method of investigation is long-term participant observation, and throughout the article, I will argue for the use of such qualitative methods in the critical study of video games. Doing this, I have found that Guild Wars 2 offers a complex experience with enormous appeal and creative potential, while at other times being surprisingly restrictive, culminating in what Walter Benjamin would call a dialectical fairy scene.

Loot Box Pricing and Design

2020 ◽  
Author(s):  
Ningyuan Chen ◽  
Adam N. Elmachtoub ◽  
Michael L. Hamilton ◽  
Xiao Lei
Keyword(s):  
Video Game ◽  
Operations Management ◽  
The Other ◽  
Online Video ◽  
Random Allocation ◽  
Asymptotically Optimal ◽  
Regulatory Bodies ◽  
Strict Regulation ◽  
Game Industry ◽  
Selling Strategies

In the online video game industry, a significant portion of the revenue is generated from microtransactions, where a small amount of real-world currency is exchanged for virtual items to be used in the game. One popular way to conduct microtransactions is via a loot box, which is a random allocation of virtual items whose contents are not revealed until after purchase. In this work, we consider how to optimally price and design loot boxes from the perspective of a revenue-maximizing video game company and analyze customer surplus under such selling strategies. Our paper provides the first formal treatment of loot boxes, with the aim to provide customers, companies, and regulatory bodies with insights into this popular selling strategy. We consider two types of loot boxes: a traditional one where customers can receive (unwanted) duplicates and a unique one where customers are guaranteed to never receive duplicates. We show that as the number of virtual items grows large, the unique box strategy is asymptotically optimal among all possible strategies, whereas the traditional box strategy only garners 36.7% of the optimal revenue. On the other hand, the unique box strategy leaves almost zero customer surplus, whereas the traditional box strategy leaves positive surplus. Further, when designing traditional and unique loot boxes, we show it is asymptotically optimal to allocate the items uniformly, even when the item valuation distributions are heterogeneous. We also show that, when the seller purposely misrepresents the allocation probabilities, their revenue may increase significantly, and thus, strict regulation is needed. Finally, we show that, even if the seller allows customers to salvage unwanted items, then the customer surplus can only increase by at most 1.4%. This paper was accepted by Victor Martinez-de-Albeniz, operations management.

Realism in FIFA? How social realism enabled platformed racism in a video game

First Monday ◽  
2019 ◽  
Author(s):  
Sam Srauy ◽  
John Cheney-Lippold
Keyword(s):  
Video Games ◽  
Market Share ◽  
Video Game ◽  
Social Realism ◽  
Soccer Players ◽  
Online Video ◽  
Professional Soccer ◽  
Game Players ◽  
The Creation ◽  
Online Video Games

Platformed racism offers a unique lens through which to investigate technological structures that enable racism. Online video games, such as EA Sports’ FIFA series — which dominates the soccer video game market share through its touted realism — feature these structures. Like many platforms, FIFA enables representations of real bodies (i.e., professional soccer players). But, unlike many games, FIFA enables game players to directly affect the creation/modification of these representation in the form of player character cards. Analyzing a census of six years of player cards, this study found that platformed racism was enabled because the game’s realism invited racism when players tried to maintain that realism. The study concludes that the catalyst for racism to emerge in FIFA was the drive towards realism.

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