Effect of microtransactions in video games on brand perception and loyalty
Author
Simec, Ema
Term
4. term
Publication year
2018
Abstract
This thesis examines how microtransactions in video games relate to brand perception and brand loyalty. It is motivated by the high-profile controversy around EA and Star Wars: Battlefront II and the wider debate about loot boxes and gambling-like mechanics. The study outlines a marketing framework on consumer-based brand equity, including brand awareness, brand image, and brand loyalty, and reviews literature on player segmentation, video game branding, pricing models, and in-game advertising. Methodologically, it adopts an interpretivist, inductive grounded theory approach and draws on 11 semi-structured interviews to explore players’ experiences and attitudes. The analysis and discussion are structured around themes such as game acquisition, microtransactions, downloadable content (DLC), advertising, and brand loyalty. The thesis reflects on limitations related to generalisability, reliability, validity, and bias, and points to directions for future research.
Dette speciale undersøger, hvordan mikrotransaktioner i videospil relaterer sig til brandopfattelse og brandloyalitet. Udgangspunktet er den omfattende kontrovers omkring EA og Star Wars: Battlefront II samt den bredere debat om lootboxes og gamblinglignende mekanikker. Arbejdet præsenterer et teoretisk rammeværk for forbrugerbaseret brand equity, herunder brand awareness, brand image og brandloyalitet, og gennemgår relevant litteratur om segmentering af spillere, branding af videospil, prismodeller og reklame i spil. Metodisk anvendes en interpretivistisk, induktiv grounded theory-tilgang med 11 semistrukturerede interviews for at belyse spilleres oplevelser og holdninger. Analyse og diskussion organiseres i temaer som spilanskaffelse, mikrotransaktioner, downloadable content (DLC), reklamer og brandloyalitet. Specialet adresserer begrænsninger vedrørende generaliserbarhed, reliabilitet, validitet og bias og peger på behov for yderligere forskning.
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