Video Game Industry: A Marketing Perspective

Abstract

Purpose: The study discusses the importance of branding and the video game industry. Emphasis is placed on brand analysis. The phenomenon of the happiness industry and the video game industry are discussed.

Methodology/approach: The research is based on relevant theories of brand management. The study starts from the construct of brand identity according to Kapferer and brand image according to Keller. The context of happiness and the entertainment industry is analysed according to Davies.

Results: The paper researches and analyses distinct brands in video games. Video game branding is analysed from the aspect of marketing communication. Brand categories in video games are suggested. Also, the economic impact of the games was analysed.

Conclusion: The video game industry is a large market that has overtaken the music and film industries in terms of revenue. Video games should be viewed in a wider social context as a generator of new jobs, creation of new value, but also as a cultural phenomenon. Branding in the video game industry is important for two reasons: creating greater visibility and consolidating an existing position in the market. In other words, we see the brand in video games as an evolutionary process of digital marketing, but also as a digital imprint of an existing brand.

Limitations/future research:  This study is theoretical and starts from a qualitative methodology, i.e. thematic literature analysis. Further empirical research can be conducted on different game types, consumer type and by gaming platform to identify the existing market.