Luxury: a bargain for the gaming industry. Why are gamers turning to luxury brands that enter the metaverse? / David BONDIN-DALLERA / 2022

Titre : Luxury: a bargain for the gaming industry. Why are gamers turning to luxury brands that enter the metaverse? Type de document : Mémoire Auteurs : David BONDIN-DALLERA, Auteur Année de publication : 2022 Importance : 35 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 la page. Langues : Anglais (eng) Mots-clés : Management DEVELOPPEMENT ECONOMIQUE ; INDUSTRIE ; INDUSTRIE DU LUXE SECTEUR ; JEU VIDEO SECTEUR Résumé : The aim of this study is to examine two fields that might be thought to be opposed at first: the world of gaming, gamers and the metaverse within the luxury universe. Indeed, the latter occupies a predominant place in the luxury industry. However, this study will allow us to reflect and take a step back to understand the motivations of gamers for luxury brands, particularly in the gaming world. In order to understand the motivations of gamers for luxury brands, we decided to use the qualitative method. Indeed, interviewing people allows us to understand their thinking, their reflection, to analyze and study it. Using an interview guide that I developed, I carried out a qualitative study consisting of 14 interviews following a common thread. In these interviews we talked about several key topics, namely the experience of playing in general. Then we entered the subject concretely through experiences in the metaverse, then an interpretation of the latter, through a form of virtual tourism of the game and finally the experience of skins, before finishing all with classic questions on fashion in general. The interest of this study is to intrinsically understand the motivations of gamers for the luxury industry: both in the world of the metaverse but also in everyday life. A simple question emerges: are gamers sensitive to this universe? During this study, both through literature and interviews, the motivations were addressed by each of the protagonists of this study, without warning about the dangers of the metaverse and the luxury world, a ruthless world par excellence. As the world of the metaverse is new, it is difficult to find precise scientific studies on a recent subject. Previous studies have skimmed over the subject, due to a lack of information and a short-sighted view of the subject. This reflection is one of the first to address both the gaming and fashion worlds. It seems difficult for common sense to associate the two. It is therefore essential for the future because GenZ represents the next generation of luxury goods buyers. This study will examine the recent collaboration between the world of gaming and fashion, to understand whether these two sectors are compatible and to think about new proposals to enable both luxury brands to sell and gamers to find satisfaction. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564576