How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? / Agathe BOUDINEAU / 2018

Titre : How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? : An exploratory research of French gamers Type de document : Mémoire Auteurs : Agathe BOUDINEAU, Auteur Année de publication : 2018 Importance : 56 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management MARKETING PARTICIPATIF ; JEU ; TECHNOLOGIE ; INDUSTRIE CULTURELLE SECTEUR ; COMPORTEMENT DU CONSOMMATEUR Résumé : Crowdsourcing projects have seen themselves grow more and more in the recent years. Alongside this rising interest for these types of projects, research about this new method of realizing projects is also increasing. Crowdsourcing projects have also made their way towards the video games industry, and little research is known about this practice in this industry. Even though research has been done about gamers and their behaviours when playing video games and the relation with their personality, little has been done about their motivations towards crowdsourcing projects in relation with their personality and the incentives offered.The purpose of this research study is to offer the beginning of an answer towards the relationship between personality, motivations, incentives and crowdsourcing projects. It offers an overview of the results of the empirical research towards this aspect and try to answer the question of what motivates players to participate in crowdsourcing projects.As mentioned before, the method of data gathering was empirical, and the research was done with four French players. Indeed, the body of knowledge on crowdsourcing is missing empirical data about the motivations of gamers to participate to crowdsourcing projects and how they are motivated by incentives. What was found through this research is that the current body of knowledge towards players motivations to play video games is not complete. Gamers are much more complex than what literature is telling us, and their motivations are changing depending on their moods and the games they are playing. Concerning the incentives, this study helped discovered that financial incentives are not what motivates players to participate to crowdsourcing projects, but actual social interaction and meeting / discussing with developers, as well as exclusive in-game items. This discovery can help video games studios to come up with projects and incentives which are attracting gamers, and to know which ones are making them willing to participate to these projects depending on their gaming personality type. Note de contenu : MSC IN MARKETING FRENCH EXCELLENCE 2018: Bibliogr: 30 p. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503031