Microtransactions in the video game industry the impact of microtransactions on customer’s behavior in the video game industry / Peter MICOLLET / 2021

Titre : Microtransactions in the video game industry the impact of microtransactions on customer’s behavior in the video game industry Type de document : Mémoire Auteurs : Peter MICOLLET, Auteur Année de publication : 2021 Importance : 61 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 COMPORTEMENT DU CONSOMMATEUR ; INFORMATIQUE ; VIDEOTEX Résumé : This study aims to discover some effects linked to the presence of microtransactions in video games and especially how players perceive these microtransactions according to their purchase behaviors in the video game industry. In order to lead this study, a quantitative research answered by 283 persons has been studied in order to find relationships between some purchase patterns among players, their relationships with microtransactions and especially the perception of players on microtransactions and their possible actions taken about this business model. With the findings we discovered that the presence of microtransactions inside video games leads to negative reactions either from purchasers and non-purchasers and affects negatively the brand image of publishers while players who purchase microtransactions are globally satisfied by their purchases. If some playing behaviors influence the purchase of microtransactions, however, this feature has a bad perception among players. Literature on the subject investigated especially on the problematic linked to loot boxes (random chests purchasable giving rewards) which may be referred as gambling, or the regulation linked to these practices, and some effects happening in the industry and to players. However, I thought that the previous researches were too focused on one particular type of microtransaction and didn’t explore clearly how the different types of players react and are tied to them. This study might help companies in this industry to have a better understanding on the perception that players have on microtransaction and how they can improve their relationships with players to improve their brand image and their retention of players. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538536