Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunitites

Marchand André, Hennig-Thurau Thorsten


Abstract
In the past twenty years, the video game industry has established itself as a significant 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 (e.g., consoles, portables, mobile devices) and through multiple channels (e.g., 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.

Keywords
Video games; Entertainment industry; Digital distribution; Social media



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2013

Journal
Journal of Interactive Marketing

Volume
27 (3), 141-157

Language
English

DOI

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