Marketinški pristopi v industriji videoiger na primeru brezplačnega modela generiranja prihodkov

magistrsko delo

Veronika Jakopič (Author), Tina Tomažič (Mentor)

Abstract

Magistrsko delo obravnava vzpon brezplačnega modela generiranja prihodkov (free-to-play oz. F2P) v industriji videoiger ter njegov vpliv na vključenost igralcev in marketinške pristope. V industriji videoiger se osredotoča na njene karakteristike in strukturo, prehod s tradicionalnega plačljivega modela na F2P ter na značilnosti in strategije monetizacije v modelu F2P. Analizira tudi igralne platforme, klasifikacije igralcev videoiger in marketinške pristope v industriji. Empirična raziskava med slovenskimi igralci videoigre League of Legends je pokazala, da je vidik brezplačnega igranja za igralce F2P zelo pomemben, saj polovica igralcev igre verjetno ne bi igrala, če le-ta ne bi bila brezplačna. Ugotovljene so bile tudi pozitivne korelacije med igralnim časom, vključenostjo igralcev, nakupi v igri in spremljanjem marketinških kanalov v povezavi z videoigro.

Keywords

free-to-play;industrija videoiger;videoigre;vključenost igralcev;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[V. Jakopič]
UDC:	004.96+[658.5:004.7(043.2)
COBISS:	202487043
Views:	121
Downloads:	23
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing Approaches in the Video Game Industry on a Free-to-Play Model
Secondary abstract:	This master’s thesis examines the rise of the free-to-play (F2P) revenue generation model in the video games industry and its impact on player engagement and marketing approaches. It focuses on the characteristics and structure of the video games industry, the transition from the traditional pay-to-play model to F2P, and the characteristics and monetisation strategies of the F2P model. It also analyses gaming platforms, classifications of video games players, and marketing approaches in the industry. An empirical survey of Slovenian League of Legends players shows that the free-to-play aspect is very important for F2P players, as half of the players would probably not play the game if it was not free. Positive correlations were also found between the playing time, player engagement, in-game purchases, and the following of marketing channels related to the videogame.
Secondary keywords:	free-to-play;video game industry;video games;player engagement;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	1 spletni vir (1 datoteka PDF (VIII, 93 f.))
ID:	23640079