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Advisor(s)
Abstract(s)
As comunidades virtuais constituem um ponto de contacto cada vez mais relevante entre
estúdios de videojogos e as suas comunidades de jogadores, pelo que o presente estudo
pretende explorar a aplicação do marketing digital na gestão das mesmas, a fim de criar
valor para ambas as partes.
Este estudo exploratório é realizado com recurso a entrevistas a três grupos diferentes de
indivíduos: criadores de videojogos, jogadores e gestores de comunidades virtuais de
videojogos.
Através da análise e cruzamento dos testemunhos dos três grupos, os pontos de vista,
experiências, estratégias e desafios por estes partilhados permitem compreender de que
forma a gestão destas comunidades cria valor para os dois intervenientes.
Verificou-se que, para os jogadores, esta gestão permite que os mesmos se mantenham
atualizados quanto a desenvolvimentos dos seus estúdios favoritos e, para além disso,
possibilita que estes comuniquem, quer entre si, quer com os criadores de videojogos.
Estes podem, assim, dar feedback aos estúdios, o que faz com que se sintam envolvidos
nos processos de desenvolvimento dos jogos.
O valor criado para os criadores consiste, por sua vez, no facto de as comunidades virtuais
lhes permitirem manter os seus jogadores atualizados e investidos, tanto antes como após
o lançamento de cada projeto, permitindo até canalizar os seus jogadores dos projetos
atuais para novos projetos a desenvolver. Para além disso, verificou-se que as
comunidades virtuais permitem aos criadores recolher feedback dos jogadores
relativamente aos seus jogos, o que, por sua vez, contribui para que estes sejam
otimizados.
Ficou claro, por sua vez, que os estúdios e respetivos gestores de comunidades virtuais
recorrem a diversas áreas do marketing digital para as gerir e, deste modo, criar valor para
os criadores e jogadores. Estas áreas foram identificadas ao longo da investigação e, para
além disso, foi também possível verificar a sua aplicação nas estratégias partilhadas
durante as entrevistas.
Virtual communities are an increasingly important point of contact between video game studios and their playerbase, so the present study aims to explore the application of digital marketing in their management, in order to create value for both parties. This exploratory study is carried out through interviews with three different groups of individuals: video game creators, gamers and virtual community managers in video games. Through the analysis and cross-referencing of the testimonies of the three groups, the points of view, experiences, strategies and challenges shared by them allow us to understand how the management of these communities creates value for the two actors. It was found that, for gamers, this management allows them to keep up to date with developments from their favorite studios and, in addition, allows them to communicate, both among themselves and with video game creators. These can thus give feedback to the studios, which makes them feel involved in the game development process. On the other hand, the value created for videogame creators consists in the fact that virtual communities allow them to keep their players updated and invested, both before and after the launch of each project, even allowing them to channel their players from current projects to new projects, which are to be developed. In addition, it was found that virtual communities allow creators to collect player feedback about their games, which in turn helps to optimize them. It was clear that the studios and their community managers consider different areas of digital marketing to manage their virtual communities and, therefore, to create value for both videogame creators and players. These different areas were identified throughout the investigation and it was also possible to verify their application in the strategies shared during the interviews.
Virtual communities are an increasingly important point of contact between video game studios and their playerbase, so the present study aims to explore the application of digital marketing in their management, in order to create value for both parties. This exploratory study is carried out through interviews with three different groups of individuals: video game creators, gamers and virtual community managers in video games. Through the analysis and cross-referencing of the testimonies of the three groups, the points of view, experiences, strategies and challenges shared by them allow us to understand how the management of these communities creates value for the two actors. It was found that, for gamers, this management allows them to keep up to date with developments from their favorite studios and, in addition, allows them to communicate, both among themselves and with video game creators. These can thus give feedback to the studios, which makes them feel involved in the game development process. On the other hand, the value created for videogame creators consists in the fact that virtual communities allow them to keep their players updated and invested, both before and after the launch of each project, even allowing them to channel their players from current projects to new projects, which are to be developed. In addition, it was found that virtual communities allow creators to collect player feedback about their games, which in turn helps to optimize them. It was clear that the studios and their community managers consider different areas of digital marketing to manage their virtual communities and, therefore, to create value for both videogame creators and players. These different areas were identified throughout the investigation and it was also possible to verify their application in the strategies shared during the interviews.
Description
Keywords
Marketing digital Gestão de comunidades virtuais Videojogos Criação de valor Digital marketing Videogames Value creation Virtual community management