Формирование инвестиционной привлекательности игровой виртуальной команды на основе управления гудвиллом в киберспорте

Abstract

The development of the Internet, the transition to the fourth technological order contributes to the quantitative and qualitative change in virtual organizations. A special place in the virtual environment is occupied by the gaming segment, the volume of which in 2018 reached over 116 trillion dollars, nearly doubling in the past five years. COVID-19 has undoubtedly played into the hands of the online gaming industry, increasing sales across all segments. This study analyzes the massively multiplayer online role-playing game that created the phenomenon of the virtual world. It is the virtual game worlds that have formed the niche of the virtual gaming commercial teams (VGCT`s), which specialize in the provision of services for the development of content produced by development organizations for user players. However, in order to successfully operate in the face of tough virtual gaming competition, a commercial team needs both an understanding of the business process and attracting sources of funding. The article discusses the strategy of forming the investment attractiveness of VGCT, as one of the key aspects of competitiveness. The paper presents the author`s definition of the investment attractiveness of VGCT, carried out SWOT analysis of the working VGCT “Zeta”, assessed the investment attractiveness on the basis of unidentified assets. The purpose of the study is to develop approaches to determining the investment attractiveness of VGCT in the specific conditions of the economy of the virtual world of multiplayer games. Brief statement of the problem is to substantiate the need of managing goodwill of a virtual organization as the main tool for increasing its competitiveness. The article used general scientific methods and methods of SWOT-analysis. The definition of the economy of the virtual gaming world of multiplayer role-playing online games is given. The essence of the concept of “investment attractiveness” is revealed in relation to a specific object of research – a virtual gaming commercial team, its assessment is carried out in the context of external and internal factors. It was determined that goodwill constitutes the basis of VGCT’s investment attractiveness, and the task of increasing the competitiveness of VGCT is inextricably linked with the management of goodwill as a set of unidentifiable assets.