Ensure Video Game Success with Digital Marketing

Baltezarević, Radoslav and Baltezarević, Ivana (2024) Ensure Video Game Success with Digital Marketing. In: Digital Marketing : Analyzing its Transversal Impact. CRC Press, Boca Raton, pp. 276-290. ISBN 9781003384960

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Abstract

The video game industry has the potential to become one of the most profitable on a global level. It is estimated that soon there will be more than 3.3 billion video game players, of all types of video games, which is almost half of the entire world population. Also, it has been noticed that in recent years there has been a change in the demographics of gamers, so members of the younger male population are no longer the only target market of this industry. Today, video games are played by members of the female population, as well as people who are of a mature age. Given that this market has become very demanding, to gain a competitive advantage, video game publishers and marketing experts are under constant pressure to reach their consumers with innovative solutions, to achieve adequate communication with them, and to precisely offer solutions that correspond to their needs and desires. Digital marketing activities can help achieve business success and sell video games in multi-million copies but also sell additional features within the online game itself. This paper presents a set of theoretical views on the influence of digital marketing in ensuring the success of a video game, and the analysis showed that digital marketing activities can enable video game publishers to achieve their intended business goals, but also to often overcome them. The authors tried to bring this topic closer to marketing and gaming experts and point out to them the potential benefits of using digital marketing in the video game industry. This study aims to show that if digital marketing activities are adapted to the target market, companies within the video game industry can provide a competitive advantage, a loyal customer base, and better profits.

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