Abstract
Abstract: This study aims to establish the role of a brand reputation as a critical success factor. Although there are studies on brand reputation, none of them focuses on the topic in the context of the subscription-based gaming market. The aim of the study is to esta- blish how opinions of gamers about a game subscription provider and its performance (i.e. brand reputation) impact the success of this brand. An online survey was used as a method. All the findings reveal that the brand with a positive reputation is more suc- cessful than the brand with a negative or less positive reputation. Therefore, it may be stated that the positive reputation of a brand providing a video game subscription service supports the success of this service, while the negative reputation may contribute to its failure. Keywords: brand reputation, video games, subscription services. JEL Classification: M21, M31
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