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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50902 - Social sciences, interdisciplinary

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Transitions and Complexity

ISBN

9788849882452

Počet stran výsledku

17

Strana od-do

85-101

Počet stran knihy

161

Název nakladatele

Rubettino

Místo vydání

Soveria Mannelli (Catanzaro)

Kód UT WoS kapitoly

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