Game Market Research Articles

What drives demand for loot boxes? An experimental study

The market for video games is booming, with in-game purchases accounting for a substantial share of developers’ revenues. Policymakers and the general public alike are concerned that so-called “loot boxes” – lotteries that offer random rewards to be used in-game – induce consumers to overspend on video games. We provide experimental evidence suggesting that common design features of loot boxes (such as opaque odds and positively selected feedback) indeed induce overspending by inflating the belief of winning a prize. In combination, these features double the average willingness-to-pay for lotteries. Based on our findings, we argue for the need to regulate the design of loot boxes to protect consumers from overspending.

A Study of Game Localization Translation under the Perspective of Skopos Theory--Taking the Game Red Dead Redemption 2 as an Example

As economic globalization continues to advance, the international market for video games is rapidly growing. For game companies aiming to expand their business globally, the localization of game translations is a crucial aspect. A well-executed localization can greatly boost a game’s international sales and appeal, attracting players from diverse regions. Thus, game localization is a vital strategy for companies seeking success on the global stage. Skopos theory, a key framework in translation studies, offers valuable insights for different types of translation work. This paper applies the principles of Skopos theory to examine the Chinese localization of various texts in the large-scale single-player game Red Dead Redemption 2. The analysis reveals that, under the guidance of Skopos theory, the localization enhances both the gaming experience and the sense of immersion for Chinese players. During the localization process, the translation, adaptation, or even rewriting of the original text is performed with the goal of aligning the final product with the cultural and linguistic preferences of local players.

Investigating Marketing Strategies and Consumer Behavior of Chinese Otome Games: A Case Study of Game “Love and Deep Space”

This study investigates the marketing strategies and consumer behavior associated with Chinese otome games, using “Love and Deep Space” as a case study. Otome games, a genre predominantly targeting female players, have gained significant traction in the Chinese gaming market. This research explores how these games are marketed and how consumer behavior influences their success. Through a mixed-method approach, including market analysis, consumer surveys, the study examines promotional tactics, platform usage, and consumer preferences. Key findings highlight the effectiveness of targeted digital marketing, the role of social media influencers, and the impact of localized content on player engagement. The results provide insights into how otome games can leverage marketing strategies to enhance their appeal in the competitive Chinese market and offer recommendations for developers aiming to optimize their marketing efforts and understand consumer preferences in this niche segment.For example, the popularity of games such as Love & Producer not only shows the commercial potential of B-girl games, but also highlights the specific needs of female gamers for game content and experiences. Therefore, game developers need to have a deep understanding of these requirements and incorporate them into game design and marketing strategies in order to gain a competitive advantage in this growing market.

Immersion in open-world games based on Grounded theory -- A case study of Genshin Impact

In recent years, with the expansion of the game market and the rapid growth of game users, the game market has great potential. At the same time, open world games are loved by the vast majority of users. [Purpose/Significance] Explore the factors that affect the immersion of players in open world games, drive the improvement of the quality of open world games, help improve the industrial ecology, and achieve richer functional values. [Research design/Methods] Taking the open world adventure role-playing game "Genshin Impact" as a case study, semi-structured interview was used to obtain first-hand interview data, and coded research was conducted using grounded theory. Through several processes such as open coding, spindle coding, selective coding and theoretical saturation testing, the corresponding theoretical model is finally formed. [Conclusion/Finding] The results show that the basic feature of immersion performance is concentration. The two factors, the in-game condition and the out-of-game condition, together constitute the pre-factors that produce immersion. After entering the state of immersion, the main performance is to produce tension and emotional resonance. [Innovation/Value] builds a theoretical model for the generation of immersion in open world games, which lays a theoretical foundation for future theoretical model testing and empirical research.

ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.

From Consoles to Classrooms: Preliminary Insights About Pre-Service Teachers and Video Games

Integrating video games into the classroom is a promising way to enhance learning experiences, as the market of serious games is expanding. European schools are investing in digital equipment, and the use of educational video games is technologically viable. Nonetheless, actual experiences of video games in class are still rare. A key gap to be explored is understanding how pre-service secondary teachers perceive and are prepared to use digital games in their future classrooms. Do they think it would enhance their teaching and their students’ learning? Do they feel prepared for it? To answer these questions, and possibly address future challenges, we conducted a comprehensive study with students at Zurich University of Teacher Education (PHZH). The research process began with the development and testing of a detailed questionnaire that focused on participants' personal gaming behaviour, preferences, and perceptions of the educational potential of video games. Key areas such as serious games, game design, gamification, game-based learning, and game culture were explored to assess the relevance and understanding of these concepts in an educational context. This paper explains the development and structure of the questionnaire as a measurement instrument as well as the underlying literature and methodological considerations. The first implementation and the preliminary survey with 48 PHZH students are presented, and the practicability and reliability of the questionnaire are evaluated. The result of the survey suggests pre-service teachers are generally positive about integrating video games and game design into the classroom, yet enthusiasm is not enough without additional support.

DEVELOPMENT PROCESS OF THREE-DIMENSIONAL CHARACTER DESIGN AND MODELING FOR MOBILE GAMES

This research focuses on the development process of three-dimensional character design and modeling in mobile games with the rapid development of the game market in the world and in Turkey. The rapid development of the game market has led to an increase in the number of these companies and the necessity to create, develop and improve the infrastructure of the games by programming mobile games and adding new design elements with the increasing number of companies invested or acquired by important national or international companies. Undoubtedly, the visuality used in games is very important in terms of increasing the demand for them and the pleasure they will give to the player. Especially three-dimensional character design ranks first among the criteria that increase the appreciation of the game. Characters should be well designed and original in order to be adopted and preferred by users. This study aims to reveal the development process of three-dimensional character design for mobile games. With this research, it is aimed to draw attention to the design and modeling stages of three-dimensional characters produced for mobile games. The data obtained as a result of the research on the subject show that character design, which is one of the design steps that determine the success of a game, has important contributions from the development stage of the game to the marketing stage. The effectiveness of the character reinforces the bond that the users establish with him/her and thus enables them to internalise and adopt the game they play. For this reason, it has been determined that while character design is critical to the success of a game, it should also be considered that it includes various other elements that also affect the overall game experience.

Ойындардағы кейіпкерлердің дизайны. Кейіпкерлер дизайны теориясын талдау және зерттеу

In the contemporary gaming market, characters play a pivotal role in the success of games, particularly in app stores. When players browse for games within a specific genre, their initial attention is often drawn to the game's characters. Positioned alongside the game's title, characters serve as visual symbols and are displayed in conjunction with key information such as ratings and download numbers. The appearance of a game’s character allows users to quickly assess the genre, visual style, and the preferences of the target audience. While technological advancements are crucial for game development, a comprehensive analysis of character design from an artistic and aesthetic perspective is essential for achieving market success. This article employs analytical methods to explore the design and artistic characteristics of game characters, with the goal of gaining deeper insights into the creative processes of game developers. It also seeks to ensure that characters are perceived in alignment with the core concept of the game. Additionally, by examining current trends in the gaming industry, the analysis offers insights into developing effective character design concepts that resonate with players and enhance a game's appeal. Furthermore, a review of trends in the modern gaming industry allows for conclusions about the role of characters and their impact on the success of the game. The visual and functional elements of characters should harmoniously align with the game’s theme and atmosphere, enhancing players' emotional connection and ensuring long-term engagement.

Culture Transcends the Ocean: Research on Chinese-style Games as a New Carrier for International Communication of Chinese Culture —Taking the global impact of Black Myth: Wukong as an Example

In the context of exploring the creative transformation and innovative development of Chinese culture, this paper focuses on how Chinese-style games can help the international dissemination of the "culture +" strategy. Through an in-depth analysis of the current status of Chinese online games going overseas, this paper reveals the competitiveness and cultural influence of domestic games in the global market. This paper specifically analyzes the market size and growth trend of Chinese online games, and elaborates on the distribution of games in overseas markets. Taking "Black Myth: Wukong" as an example, it demonstrates the successful experience of Chinese-style games in cross-cultural communication. This paper proposes strategies and suggestions for Chinese online games going overseas, including clarifying the target market, localizing adjustments, choosing appropriate distribution channels, and formulating effective marketing strategies. In addition, this paper emphasizes the important role of Chinese-style games in inheriting and innovating Chinese culture and promoting the "going out" of culture, and looks forward to the future development trend of Chinese online games going overseas.

Revenue effects of Denuvo digital rights management on PC video games

In the personal computer video game market, a digital rights management (DRM) technology called Denuvo has been used since 2014 to restrict software usage to legitimate buyers, thereby preventing piracy. Sometimes Denuvo DRM is bypassed or “cracked”, after which the video game can be pirated. I exploit the randomness with which Denuvo is cracked to estimate the effect Denuvo has on protecting revenue from piracy displacement. When Denuvo is cracked very early on, piracy leads to an estimated 20 percent fall in total revenue on average relative to an uncracked counterfactual, but that effect is weaker the longer it takes for Denuvo to be cracked. When Denuvo survives for at least 12 weeks, piracy leads to nearly zero total revenue loss on average. The results suggest that Denuvo does protect legitimate sales to an estimated mean of 15 percent of total revenue and median of 20 percent, but there is little justification to employ Denuvo long-term (i.e. for more than three months), especially given that Denuvo can have negative technical side effects and is generally disliked by users.

Associations between Marketing Exposure, In-game Purchases, Problem Gaming, Simulated Gambling, and Psychological Distress among Adolescents.

This study examined the relationships between marketing exposure, in-game purchase, problem gaming, online simulated gambling game playing, and psychological distress. Data were obtained from a sample of 2,595 seventh-grade students from 30 middle schools in Taiwan. A self-administered questionnaire was conducted in 2020. The results indicated that 94% of adolescents engage in online gaming, with 38% making in-game purchases, and 9% playing online simulated gambling games. The multiple regression results showed that adolescents who are exposed to higher levels of gaming marketing, influenced by advertising effects, involved in in-game purchases, and have lower levels of active parental mediation were more likely to experience problem gaming. Adolescents who have increased exposure to gambling game marketing, are influenced by advertising effects, are involved in in-game purchases, and who are experiencing problem gaming were more likely to engage in online simulated gambling game playing and token purchasing. Involvement in in-game purchases, problem gaming, and playing online simulated gambling games were associated with higher levels of psychological distress and poor sleep quality. In conclusion, the results of this study link adolescents' exposure to marketing with their involvement in in-game purchases, problem gaming, and engaging in online simulated gambling.

Development of the Video Game Industry in China in the Beginning of 21st Century

The policy of reform and opening-up led to the formation of the PRC game industry, which became an important element of the socio-economic landscape of the state during the last two decades of the XX century. The Chinese authorities' ban on importing foreign consoles at the very beginning of the 21st century strengthened the local PC sector and multiplayer games market. This not only became the driving force behind the industry's development, but was also used by the political establishment to strengthen ties with young people through various cultural, historical and propaganda projects, as well as support for cyber sports. Active government involvement was a response to the rapid expansion of the national computer entertainment industry, which started to cover a broader population; this led to both positive and negative consequences. Regulatory authorities focused on the impact of the gaming industry on young people, consistently expanding regulations and establishing stricter and clearer rules of behavior in virtual space and on the Web. At the same time, some restrictions may have been formal in nature, allowing the Chinese computer entertainment sector to maintain and develop international ties. In addition, the PRC authorities restrained the penetration of Western firms into the local market through regulatory mechanisms, seeking to make this process controlled, but preserving opportunities for mutually beneficial cooperation with the leaders of the Western industry. Favorable conditions were also created for the competitive development of local gaming firms, which led to the formation of a group of the strongest companies, which, having strengthened their positions in the domestic market, began global expansion. Thus, the gaming business has become another element for the modern Chinese state to demonstrate its national power and expand its international influence.

Analyzing Nintendo's Marketing Strategy and Competing Situation

With the development of computer technology and the Internet, the game industry has become a huge, diversified and evolving global industry. Nintendo was a famous Japanese gaming and entertainment company founded in 1889. Nintendo has been a major player in the gaming industry for several decades, creating many iconic games and consoles. However, Nintendo faces challenges from competition, technological change, game content, global markets, and web services. Nintendo's total management decline in recent years, in Nintendo's main business, host accounted for a large part of revenue, host games accounted for more than a quarter of the game market is still in decline. In this case, the gaming market is rapidly expanding, mobile games and host for the same consumption scenarios, and mobile games have more obvious advantages. Research and data also show that the penetration of the mobile game is significantly better than the host. Therefore, in view of this problem, this paper uses the 4P model and the five-force model to study and analyze Nintendo's marketing strategy and its product problems. The final conclusion is to vigorously promote the core concept of Nintendo: home entertainment, broaden and continuously develop IP and optimize the product.

The Popularity Puzzle: A Deep Dive into Video Game Success Factors

In the digital age characterized by technological advancements, video games have risen to prominence as a leading form of global entertainment. Beyond their primary role as a source of amusement, they have seamlessly integrated into various aspects of our lives, from social interactions and education to mental well-being. However, despite their widespread influence, there exists a noticeable void in comprehensive research that delves into the determinants of a game's success and the evolving trends that shape the industry. This study embarked on a journey to bridge this gap. Utilizing regression analysis, we meticulously examined key parameters such as publishers, ratings, release dates, and game genres. Our systematic exploration of extensive video game datasets revealed intriguing patterns: certain game types, styles, and themes consistently resonate with audiences; there's a tangible correlation between game ratings and their commercial success; and historical data offers a glimpse into the potential future trajectories of popular games. Our findings indicate that specific game styles, such as adventure and indie genres, have a heightened popularity among users. A discernible relationship was observed between game ratings and indicators of success, emphasizing the pivotal role of user feedback in shaping a game's market performance. Additionally, by analyzing past trends, we've identified potential directions for the industry's evolution, hinting at a surge in narrative-driven and innovative gameplay mechanics in the coming years. These insights not only provide a comprehensive understanding of the current gaming landscape but also offer a roadmap for future developments, making this study invaluable for developers, analysts, and policymakers.

Russian historical themes in computer games. Action RPG "Time of Troubles"

There is an interest in historical themes on the Russian computer games market. Particular attention should be paid to the growing popularity of games based on Slavic mythology, folklore, and alternative history. The developers — mostly domestic companies from all over Russia — off er to immerse yourselves in the Slavic epic, change the course of history, and simply become witnesses and participants in historical events. A computer game can be considered as an educational material allowing to learn in a game form about a diffi cult period of Russian history — the Time of Troubles of the early 17th century, marked by external intervention, cases of imposture, civil Russian-Polish and Russian-Swedish wars, and state crises. The game is an example of a novel educational methodology that combines the processes of teaching and education.

Research on Translation Strategies for Games Localization: A Case Study of League of Legends

With the rapid development of the digital technology, more and more e-sports games are accepted and recognized by the public. There are many games imported from abroad in Chinese gaming market. In addition to their super-excellent quality, what is more important is that they have achieved successful game localization after entering China. The most crucial aspect of game localization is translation of game texts, and translators often need to choose different translation strategies for different types of game texts to meet the needs of the target market and audiences. By analyzing the translation texts of the popular game League of Legends, it can be found that comprehensively applying various translation methods to different game texts of the game, its translation quality can be improved, making it much easier for the target audience to accept it.

The application and development of toon shading technology in mobile games

With the continuous development of the gaming market, the toon shading technology in mobile games is gradually moving towards integration with Physically Based Rendering (PBR) technologies, giving rise to a trend of hybrid toon shading. This paper aims to discuss the development reasons of hybrid toon shading technology in mobile games, and compare the technical requirements and practical applications of toon shading and hybrid toon shading in the mobile gaming context. Firstly, the paper introduces the characteristics of toon shading and its relationship with non-photorealistic rendering (NPR) and PBR. Subsequently, examples of toon shading applications in mobile games are provided, along with a discussion on the two advantages of toon shading technology in the mobile gaming domain. The fundamental process of toon shading is then outlined, followed by an explanation of the limitations of traditional toon shading in contemporary mobile games. Then, introduce the development reasons of hybrid toon shading technology and the general process of hybrid toon shading, compare the technical differences between hybrid toon shading and toon shading. And then introduce the advantages and disadvantages and current application status of hybrid toon shading. In conclusion, the paper emphasizes that hybrid toon shading is a feasible approach warranting active development, and also discusses the future of the two-dimensional game market.

Exploratory testing for platform video games: strategies and lessons learned

With the growth of the digital games market, the occurrence of bugs in games has a significant impact and generates dissatisfaction among users. Therefore, conducting tests is necessary to avoid these events and ensure the quality of the distributed product. Among the tests that are performed in games, one that is particularly effective in identifying bugs from the user's perspective is exploratory testing, but this is little covered in game testing literature, not providing new testers with guides or paths to be used for specific occasions. This paper reports an experience of applying exploratory testing strategies in 2D and 3D platform games. We selected seven well-known strategies of exploratory testing and conducted a study that involved the definition of a game testing procedure and proper adaptations for the games under test. By applying the game testing procedure, several bugs with low, medium and high severity were uncovered. The lessons learned and routines carried out in this study can be used by new testers in games of the same category, in an attempt to obtain better results.

Game attributes and their relation to the values considered relevant for women

ABSTRACT Although women account for about half of the users in the digital games market, people still consider the gaming world predominantly male. In the literature, we found studies that report on game features that are relevant for this audience; however, we did not identify works that relate game aspects to values that are relevant for women. This paper presents values considered relevant to them and attributes (features of a game) that allow women to achieve these values. To do this, we conducted 20 semi-structured interviews with women between 18 and 35 through the laddering technique. We used Means-End Theory and found and discussed nine main routes. The chains identified represent possible paths between a given attribute and a given value. The two values that mostly stand out were ‘Achievement’ and ‘Happiness’. The results reflect the participants’ experience and can be used to develop games with adaptations to the female audience.

Legal Regulation of “Skinning” Games

The development of video games has formed a complex and diversified huge system. It is precisely because of the variety of modern video games and abundant layers, "skinning" games and other infringement problems are endless. What kind of electronic games are worth protecting, and which part of them need to be protected, is the problem of today's legislation and justice. Judicial practice is basically through the copyright law or anti-unfair competition law to regulate the infringement of electronic games, but both have different degrees of inadequacy. If the development of "skinning" games is allowed to continue, the excellent but small-scale and medium-sized game developers will be driven out of the game market, and the future of electronic games will not go too far. Therefore, it is essential to strengthen intellectual property protection and improve the level of innovation by setting up a special category of protection through the Copyright Law and leading the development of the video game industry by judicial means.