Consumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020

Titre : Consumer Resistance and Cloud Gaming Type de document : Mémoire Auteurs : Corentin REUNGOAT, Auteur Année de publication : 2020 Importance : 22 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 TECHNOLOGIE ; INTERNET ; CONSOMMATEUR ; RESISTANCE AU CHANGEMENT Résumé : Cloud Gaming is coming to the masses, with numerous services becoming available to the general public (Google Stadia, GeForce Now, Shadow, or Playstation Now). This seminar paper provides an analysis of the main factors that can prevent adoption of Cloud Gaming services. A quantitative survey with 25 questions was sent out to understand consumer resistance towards this innovative way to play games. 217 replies were collected at the time of analysis. Methods of analysis consist mostly in pivot tables. Results show that different gamer types haven’t the same expectations, but overall price, service performance and game availability are the most important factors for gamers. Recommendations discussed include: - Marketing specific features that are working well (ex: ability to play from multiple devices) to gamer types that expect and value those features the most (ex: mobile gamers) instead of promoting everything but delivering only on a few of the promises. - Rethinking the way gamers access games on Cloud Gaming services, as most gamers wish to use Cloud Gaming to play games they bought elsewhere. However, there are some limitations due to the analysis, firstly bias since the survey was sent to specific communities, and also due to the way the survey was built, no regression model could be used to predict consumer behavior. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529198