What we know and do not know about video games as marketers: a review and synthesis of the literature
Year: 2024
Type: article
Abstract: The video game industry (VGI) has evolved considerably, transitioning from a niche market to a substantial sector. The VGI's magnitude and the societal implications tied to video game consumption have naturally piqued the interest of scholars in marketing and consumer behaviour. This research serves a dual purpose: firstly, it consolidates existing VG literature by evaluating articles, concepts, and methodologies, systematically tracing their evolution; secondly, it outlines potential directions and implications for forthcoming research. Within this literature, a predominant focus lies on articles investigating purchase decisions concerning VGs, followed by those exploring the integration of video game consumption into broader social contexts. Notably, a limited number of articles delve into player-game interactions and experiences within gaming worlds. This imbalance can be attributed to the fact that such inquiries are often suited to psychology and multidisciplinary journals, while the marketing discipline has predominantly addressed the VGI from a marketing management standpoint.
Authors: Muhammet Ali Tiltay, Ayhan Akpınar
Institutions: Eskişehir Osmangazi University, KTO Karatay University
Language: English
Topic: Digital Games and Media
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4401394232