Digital Transformation in Marketing Communication : The impact of Engagement Incentives in Video Game Industry

Result code in IS VaVaI
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Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Digital Transformation in Marketing Communication : The impact of Engagement Incentives in Video Game Industry
Original language description
The chapter investigates engagement marketing strategies within the gaming industry to foster customer loyalty in the digital landscape. Employing a hybrid approach, the research integrates qualitative and quantitative data from corporate websites, games, and player questionnaires. By identifying incentives that resonate with gamers, companies can validate their effectiveness and prioritize efforts. As the gaming industry shifts into the digital realm, a customer-centric approach becomes essential, leveraging the Internet's benefits. The traditional 8 C's marketing mix has evolved, emphasizing customer engagement and online interactions. Within this context, marketing strategies in the gaming industry include Task-Based Involvement Initiatives and Experiential Engagement Initiatives. Popular video games like Star Citizen, War Thunder, and Sea of Thieves employ tactics such as crowdfunding campaigns, community events, behind-the-scenes access, interactive spaceships, and gamer feedback to engage their communities.
Czech name
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Czech description
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Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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