Researching the behavioral elements of online video game players. A detailed analysis using SPSS. Part II: Analysis of company’s marketing environment

Valentin Marius Stoica and Tudor Edu

Holistic Marketing Management Journal, 2022, vol. 12, issue 4, 11-20

Abstract: It is well-known that communication was always encouraged by interactivity generating knowledge and meaning, while active participation is enabling valuable content, deeper immersion being created by better video game players’ experience. Marketers are challenged to reach online video gamers by leveraging new opportunities identified on the relevant market, the rapidly increasing video game industry offering an interesting example of relationship between the sales of both hardware, and software. The very competitive and dynamic video game market is influenced by both the continuous technological advance, and the changes in trends and preferences of video game consumers, who are attracted by innovation in this video game industry which has become one of the largest entertainment industries globally. That is why a coherent analysis of the video game users’ behavior it is really useful. This paper is divided into four chapters, as follows. Part I is an introduction to the video game industry, presenting the economic power of the industry, the main factors influencing the video game consumers’ behavior, as well as particularities of the marketing strategies in the industry. Part II presents the marketing environment of one of the largest video game companies, namely Ubisoft Entertainment S.A. The main aspects analyzed are the microenvironment and the macroenvironment of marketing, each with its particularities. The SWOT analysis of the company will also be presented. In Part III, the actual study of the paper is presented, starting from the formulation of the conceptual framework of the scientific approach, continuing with the list of the research problem and purpose, objectives and hypotheses, and the definition of research variables. At the end, the applied research method is exemplified and the results are analyzed and interpreted. Part IV contains the research conclusions and recommendations for Ubisoft Entertainment SA company based on the results obtained in Part III.

Keywords: Online video game players; Users’ behavior; Video game market (search for similar items in EconPapers)
JEL-codes: D83 L82 L83 M31 (search for similar items in EconPapers)
Date: 2022
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