NO SECOND CHANCE FOR A FIRST IMPRESSION: THE ROLE OF AESTHETICS IN EARLY ACCESS VIDEO GAMES

SCHLÃœTER Alexander, Matthias Waldkirch (), Katrin Burmeister-Lamp () and Jan Auernhammer ()
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SCHLÜTER Alexander: Entrepreneurship & Family Firm Institute (EFFI), EBS Universität für Wirtschaft und Recht, Rheingaustraße 1, 65375 Oestrich-Winkel, Deutschland
Matthias Waldkirch: Entrepreneurship & Family Firm Institute (EFFI), EBS Universität für Wirtschaft und Recht, Rheingaustraße 1, 65375 Oestrich-Winkel, Deutschland
Katrin Burmeister-Lamp: Entrepreneurship & Family Firm Institute (EFFI), EBS Universität für Wirtschaft und Recht, Rheingaustraße 1, 65375 Oestrich-Winkel, Deutschland
Jan Auernhammer: ��Stanford University, Center for Design Research, Building 560, 424 Panama Mall, Stanford, CA 94305, USA

International Journal of Innovation Management (ijim), 2021, vol. 25, issue 10, 1-22

Abstract: This paper investigates the impact of aesthetics in early game development based on a quantitative analysis of 367 early access games. We identified the relationship between aesthetic perception in early video games reflected in the user reviews, comments, and subsequent positive and negative video game recommendations over time. We find that customer co-creation in product innovation is increasingly negative feedback over time when the game’s aesthetic early impression is perceived as negative. The implications for innovation management are that aesthetics design impacts the response to customer-ready prototypes. Managers should take the aesthetic design and user perception in early development into account and not delay the attention to aesthetics to a later product release stage.

Keywords: Aesthetic design; customer co-creation; emotions; early access video games; new product development; online reviews; feedback; Steam (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1142/S1363919621400028

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