engleski

EXPERIENCE MARKETING IN VIDEO GAMING INDUSTRY

Purpose: This paper is about experience marketing and how it affects video gaming industry and especially how it affects gamers. First part of the paper defines theoretical background of experience marketing and how it can affect customer experience. Given that the focus of this paper is on usage of experience marketing in video gaming industry the paper also shows theoretical background of how experience marketing can affect gamers. Finally, the paper shows how companies can benefit from usage of experience marketing in video gaming industry. Methodology: The paper shows the results of quantitative research about the influence of experience marketing on gamers, and for this purpose, collecting primary data on nonprobability sampling, convenience sample was conducted. Results: In the paper statistical analysis was done on answers of 42 gamers from different countries, whose average age was 29 years old and with an average of 14 years of gaming experience. The main conclusions are that they choose a particular game to play based on recommendations of their friends and by checking online forums and reviews before they make purchasing decision. Also, it is important for them that the hardware supports the video game they want to play on highest settings and performances level no matter if it’s about free versions or full content game. Experience they have while playing is important to them, especially because they share that experience with their friends. Sometimes emotions they experience can be different and can impact them to be a different person while playing and to experience things that they can’t in real life’s and in general they feel overall fulfilled, satisfied, and happy while playing video games. Conclusion: The aim of this paper is achieved given that through this paper, both theoretical and research part, it is possible to identify the impact of how experience marketing affect gamers, their lives and what kind of feelings and experiences they have while playing video games.

experience marketing, customer experience, gaming industry, video games

Kongres je održan u suorganizaciji udruge CROMAR i Hrvatske akademije znanosti i umjetnosti