The development of video game marketing: business opportunities and the gamer identity

Bintoudi, Aikaterini (2024-01)

This study’s endeavor was to examine on a first stage the enormous growth of video games and the upcoming benefits for businesses and marketers and on a second stage to analyze and profile the gamer identity in order to investigate truths and misconceptions about the gamer and gaming in general. With the aid of a literature review, there were pointed out some stereotypes about the gamer identity, while an important reference to the Social Cognitive Theory and the Technology Acceptance Model indicated both the social structure and the goal-oriented nature of games. Finally, with a questionnaire answered by 180 participants, it was mainly revealed and hypothesized the gender as a factor that influences the way someone interacts with video games and the marketing content as well as the contribution of congruence between the last two subjects.