DOCSLIB.ORG

An Empirical Analysis of Online Game Service Satisfaction and Loyalty

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
An Empirical Analysis of Online Game Service Satisfaction and Loyalty Available online at www.sciencedirect.com Expert Systems with Applications Expert Systems with Applications 36 (2009) 1816–1825 www.elsevier.com/locate/eswa An empirical analysis of online game service satisfaction and loyalty Hao-Erl Yang *, Chi-Chuan Wu, Kuang-Cheng Wang Department of Business Management, Tatung University, Taipei, Taiwan Abstract In this study, we argue that there will have some factors affecting online game service satisfaction and loyalty. The purpose of this study is to understand an online game service model. This model contains several dimensions including experiential value, transaction cost, and service quality, the three antecedents of online game service satisfaction and loyalty and test the associations among the con- structs in it. After surveying some players in Taiwan, we found that three antecedents have significant and positive effects on online game service satisfaction and which, in turn, significantly affect online loyalty. Especially, service quality has the relatively higher total positive effects on both online game satisfaction and loyalty. Meanwhile, online game satisfaction completely mediates the effects of these three antecedents on online loyalty. The findings imply that how to manage online game service quality better, provide more acceptable trans- action cost, and offer more experiential value are the key ways for effectively enhancing players’ satisfaction with the online game service in order to retain their loyalty to the online game service system. Because to keep competitiveness of online game industry is hard to hard, we hope this model can provide online game corporate to select and adopt the key point what the online game corporate should choose and how to affect the key factors of online game service satisfaction and online loyalty in online game industry. Ó 2007 Elsevier Ltd. All rights reserved. Keywords: Experiential value; Loyalty; Online game service; Satisfaction; Service quality; Transaction cost 1. Introduction providers entering the industry. The huge Internet users made the opportunity for the rise of online-only game com- According to a report from DFC Intelligence (2006) the panies to enter the online game industry and that are mak- worldwide online game market is forecasted to grow from ing the marketplace more competitive for established $3.4 billion dollars in 2005 to over $13 billion in 2011, indi- players (DFC Intelligence, 2006). How to retain the exist- cating that the potential increase of the number of online ing online game users and entice new ones have attracted game users. In the US, with multiplayer games being an both practitioners and academicians to pay more attention established factor in game market in 2004, the computer to it. and video game market exceeded $7.3 billion. This year The literatures revealed that the immediate factor affect- 42% of most frequent game players are playing online ing consumers to retain loyalty to the providers is customer (Dick, Wellnitz, & Wolf, 2005). In Taiwan a survey data satisfaction (Cronin, Brady, & Hult, 2000). Similarly, in a showed that the number of Internet subscribers in Taiwan B2C channel satisfaction model or online shopping satis- had reached 13.76 million and there were 9.52 million reg- faction model, satisfaction is considered as an important ular Internet users at the end of September 2005, with an construct because it affects participants’ motivation to stay Internet penetration rate of 42% (FIND, 2006). Having with the channel and regarded as an antecedent of repur- been shifted to entertainment with noticeably increasing chase (Devaraj, Fan, & Kohli, 2002; Skogland & Siguaw, number of online game users, online game has attracted 2004; Yi & La, 2004; Yang & Lin, 2006). But what are the key factors that can make them satisfied with the prod- * Corresponding author. ucts and services, which, in turn, enhance their loyalty, E-mail addresses: [email protected] (H.E. Yang), [email protected] especially, in online game service environment, are still (C.C. Wu), [email protected] (K.C. Wang). under study (Dick et al., 2005). The purpose of this study 0957-4174/$ - see front matter Ó 2007 Elsevier Ltd. All rights reserved. doi:10.1016/j.eswa.2007.12.005 H.E. Yang et al. / Expert Systems with Applications 36 (2009) 1816–1825 1817 is to empirically assess an online game service satisfaction market mechanism and there were no transaction costs. and loyalty model, including experiential value, transaction Transaction was affected from uncertainty and bounded cost, and service quality, the three antecedents of online rationality of environment and will generate many transac- game service satisfaction and loyalty and test the associa- tion costs. Williamson (1987) extend and develop a more tions among the constructs in the model. completely theory of transaction cost. The framework of transaction cost analysis (TCA) 2. Conceptual background builds on the interplay between two main assumptions of human behavior—bounded rationality and opportunism, 2.1. Experience value and three dimensions of transactions—asset specificity, uncertainty, and frequency (Devaraj et al., 2002). Experience value can be divided into two parts: utilitar- ian value and hedonic value. 2.2.1. Asset specificity A specialized investment that cannot be redeployed to 2.1.1. Utilitarian value alternative uses or by alternative users excepted at a loss Utilitarian consumer behavior has been described as of productive value. Asset specificity can take several task-related, and rational (Batra & Ahtola, 1991). Per- forms, of which human, physical, site, and dedicated assets ceived utilitarian shopping value might depend on whether are the most common. the personal need shopping was accomplished, often, this There are four main types of asset specificity determined means a product is purchased in considered and efficient by Williamson (1987): manners. This shopper may find value only if the shopping is completed successfully to get everything done (Babin, Site specificity: It is observed when firms and plants are Darden, & Griffin, 1994). Koufaris, Kambil, and Labar- located in close proximity in order to minimize transpor- bera (2001) proposed that utilitarian value (time saving, tation and inventories. Since these assets are immobile, control, better product information) endued by interactiv- the setup/relocation costs are high. ity affecting approach responses toward a product or Physical asset specificity: It refers to plant, machinery, website. and technology that are specific to a transaction. Human asset specificity: When employees require sub- 2.1.2. Hedonic value stantial training and ‘‘learn by doing”, the cost of auton- Shopping research has long emphasize the shopping omous contracting over an employment relation experience on the utilitarian aspects, which has often been increases, making common ownership of successful described as task-related and rational (Batra & Ahtola, stages more desirable. 1991) and related closely to whether a product acquisition Dedicated asset specificity: It involves making invest- mission was successfully accomplished or not (Babin et al., ments in dedicated assets on the behalf of a particular 1994). However, traditional product acquisition explana- buyer. tions may not fully portray the totality of the shopping experience (Bloch & Richins, 1983). Because of this, the 2.2.2. Uncertainty last several years have seen resurgent interest in the shop- According to Liang and Huang (1998), there are two ping experience on the hedonic aspects and researchers uncertainties: first, consumer thought the product may have recognized the importance of its potential entertain- not conform to his expectation, is product uncertainty, sec- ment and emotional worth (Babin et al., 1994). ond, consumer may not believe completely in transaction Hirschman and Holbrook (1982) described consumers process, is process uncertainty. as either ‘‘problem solvers” or in terms of consumers seek- ing ‘‘fun, fantasy, arousal, sensory stimulation, and enjoy- 2.2.3. Frequency ment”. This mainly depended on people view shopping as a When transaction has attribute of asset specificity, fre- work or view shooing as fun. Utilitarian value involves quency decided that the investment cost can be covered. shopping efficiency and making the right product choice When frequency times are more frequently, investment cost based on logical assessment of product information, on more possibly can be covered. contrary, consumers view shopping as an adventure. Hir- Therefore, we know what factors cause exchanged diffi- schman and Holbrook (1982) thought these forms of plea- cult and generate transaction cost is the interaction effects sure as the experiential (hedonic) value of the consumption among human bounded rationality and opportunism, envi- experience, so hedonic value differs from utilitarian value. ronmental uncertainty and complexity, information asym- metry, small number and transaction characteristic. 2.2. Transaction cost Williamson (1987) notes that a transaction occurs when goods or services are transferred across a technologically The concept of transaction cost was represented by separable interface. Transaction costs are added to produc- Coase (1937), broken that in traditional economic back- tion costs and should include the market transaction costs ground people consider transaction will run perfectly in and the costs of intrafirm managerial transactions (Masten, 1818 H.E. Yang et al. / Expert Systems with Applications 36 (2009) 1816–1825 James, & Edward,
Load more

Recommended publications
  • Electronic Commerce in the Gaming Industry. Legal Chal- Lenges And
    Pécs Journal of International and European Law - 2019/I-II. Electronic Commerce in the Gaming Industry. Legal Chal- lenges and European Perspective on Contracts through Elec- tronic Means in Video Games and Decentralized Applications Olena Demchenko PhD student, University of Pécs, Faculty of Law The present paper explains the need in the application of electronic commerce regulations to the so-called in-game purchasing activity in video games, particularly, purchase of intangible items, where such game is commoditized, focusing on the legislation of the European Union. It examines in detail the various applications of European regulations to the issues connected to the gaming industry in the European Union - gambling regulations, geo-blocking, data protection, smart con- tracts validity and enforcement, virtual currencies regulation in the scope of contractual law, and shows a possible way to adapt the national legislation of the Member States and European legis- lation in order to secure electronic commerce in the gaming industry. The present paper analyses gaps in existing legal procedures, stresses the necessity of new legal models in order to regulate the purchase of intangible items in video games and decentralized applications and underlines the importance of amendments to current European legislation with particular focus on new devel- opments of Create, Retrieve, Append, Burn technology and commoditized video games in order to protect consumer rights and the free movement of digital goods and to accomplish the Digital Single Market Strategy of the European Union. Keywords: video games, Blockchain, smart contract, electronic commerce, decentralized applica- tions 1. Introduction Since 1961, when MIT student Steven Russel created the first-ever video game “Spacewar”, which inspired the creation of such popular video games as “Asteroids” and “Pong”,1 technology went much further.
    [Show full text]
  • Online Shopping Customer Experience Study Commissioned by UPS May 2012
    Online Shopping Customer Experience Study Commissioned by UPS May 2012 FOR FURTHER INFORMATION, PLEASE CONTACT: Susan Kleinman comScore, Inc. 212-497-1783 [email protected] © 2012 comScore, Inc. Contents Introducing the Online Shopping Customer Experience Study..................................................................... 3 Key Findings .............................................................................................................................................. 3 Online Shopping Industry Snapshot ............................................................................................................. 4 Online Shopping Experience and Satisfaction .............................................................................................. 5 Discounts and Specials ............................................................................................................................. 7 Comparison Shopping ............................................................................................................................... 8 Retailer Recommendation ......................................................................................................................... 9 Check-Out Process ....................................................................................................................................... 9 Delivery Timing ........................................................................................................................................ 11 Shipping and Delivery
    [Show full text]
  • Influencing Online Grocery Innovation: Anti-Choice As a Trigger for Activity Fragmentation and Multi-Tasking
    Influencing online grocery innovation: Anti-choice as a trigger for activity fragmentation and multi-tasking Ronan de Kervenoael Sabanci University School of Management Orhanli, Tuzla, 34956 Istanbul, Turkey Email: [email protected] Jonathan Elms Institute for Retail Studies Stirling Management School Stirling University Stirling FK9 4LA Email: [email protected] & Alan Hallsworth Portsmouth Business School University of Portsmouth Richmond Building, Portland Street Portsmouth P01 3DE Email: [email protected] Influencing online grocery innovation: Anti-choice as a trigger for activity fragmentation and multi-tasking Abstract This paper reveals how activity fragmentation and multi-tasking are used as tools of consumer anti-choice in the online grocery sector: facilitated by new technology practices that positively encourage anti-choice. This is demonstrated through five long-term ethnographic case studies of households in the Portsmouth area of England. All the respondents made some form of conscious effort to minimize the amount of time they spent in ‘big box’ grocery stores. They hence spend more time at home in planning, searching, socializing online, cumulating and fulfilling internet orders than if they had visited a store: something that all are well placed to do. The findings suggest the need for constant innovation by internet grocers if they are to remain in tune with dynamic consumer lifestyles and advances in technology. Examples of upcoming technologies requiring retailers to re-think their internet strategies are discussed in view of the possibilities offered by activity fragmentation and multi- tasking. Keywords Online grocery, activity fragmentation, multitasking, anti-choice Biographies Ronan de Kervenoael is a Lecturer of Marketing at Sabanci University and network Lecturer at Aston University.
    [Show full text]
  • Online Shopping, Pandemic Elevate Legal Risk for E-Retailers
    11/25/2020 Online Shopping, Pandemic Elevate Legal Risk for E-Retailers Privacy & Data Security Law News Online Shopping, Pandemic Elevate Legal Risk for E-Retailers By Jake Holland Nov. 25, 2020, 12:05 PM Credit card skimming, spoofing hits aim to steal consumer data Retailers may face lawsuits, enforcement following cyberattacks As consumers opt for online purchases in lieu of crowded malls and long in-store lines during the coronavirus-impacted Thanksgiving holiday, the threat of data breaches and digital malfeasance looms large, cybersecurity experts and attorneys say. “It’s an opportune time for bad actors, conducting an attack while the victim is distracted with eating turkey and watching football,” said David Springer, an attorney at Bracewell LLP in Austin, Texas. Aside from causing headaches for consumers, cyberattacks tied to e-commerce sites or mobile applications could open businesses up to legal liability in the form of lawsuits or regulatory enforcement actions. Companies should take a hard look at their security systems and gird for heightened cyber-risk during the holiday season, experts say. They could find themselves in a weakened position in the event of a breach lawsuit if they don’t, said Curtis Dukes, executive vice president and general manager of security best practices at the Center for Internet Security. “Organizations are going to have to demonstrate that they’ve done the right things and established basic cyber hygiene programs,” Dukes said. “A court of law is more likely to find them liable if they don’t meet that standard duty of care.” Heightened Risk Bad actors have already sought to exploit the pandemic and infiltrate companies’ and individuals’ security systems, said Linn Freedman, a privacy and cybersecurity partner at Robinson & Cole LLP in Providence, R.I.
    [Show full text]
  • University Student Shopping Patterns: Internet Vs
    The Journal of Applied Business Research – January/February 2010 Volume 26, Number 1 University Student Shopping Patterns: Internet vs. Brick And Mortar Emilija Arnaudovska, Southeastern Louisiana University, USA Kelly Bankston, Southeastern Louisiana University, USA Jana Simurkova, Southeastern Louisiana University, USA Michael C. Budden, Southeastern Louisiana University, USA ABSTRACT In today’s retail environment there are some who enjoy shopping and some who do not. People have many options when it comes to where they shop; they can shop from home or venture out to the store. Shopping has never been as fast and convenient as it is today. Technology is more advanced and internet usage is rapidly increasing. Retailers are realizing internet shopping is a phenomenon that is not going to disappear. It is a rare retailer who has no web presence. In order to satisfy customers, managers need to examine how people shop. College students have their own shopping behavior as this study examines. Keywords: Shopping, student behavior, online shopping, retailing INTRODUCTION hopping is a multifaceted experience. Sometimes, it is conducted for the purpose of acquiring goods and services that are deemed to be needed by consumers. Other times, the driving force behind shopping is S not necessarily the acquisition of goods and services so much as it is a manner for individuals to seek and acquire social relationships and the benefits of related social interactions. Solomon (p. 373; 2009) points out that consumers shop for both utilitarian reasons and hedonic reasons. Court (2006) discusses the desire of consumers to have fun and be entertained while shopping. However, what is considered fun by one person may be considered agony to another.
    [Show full text]
  • The Effect of Music on Shoppers' Shopping Behaviour in Virtual
    (IJACSA) International Journal of Advanced Computer Science and Applications, Vol. 9, No. 1, 2018 The Effect of Music on Shoppers’ Shopping Behaviour in Virtual Reality Retail Stores: Mediation Analysis Aasim Munir Dad, Assistant Professor Asma Abdul Rehman Department of Management Sciences Cardiff School of Management University of Islamabad-Institute of Engineering & Sciences Cardiff, (UoI) United Kingdom Islamabad, Pakistan Barry J. Davies Andrew Kear Emeritus Professor and Dissertation Supervisor Senior Lecturer in Digital Media and Communication The Business School, University of Gloucestershire Bournemouth University, Cheltenham, United Kingdom, Talbot Campus United Kingdom Abstract—The aim of this study is to investigate the effect of number of researchers [6], [8], [15], [26], [30], [31], [45], music, as an atmospheric cue of 3D virtual reality retail (VRR) [53]. Though it has been just one and half decade passed since stores, on shoppers’ emotions and behaviour. To complete this researchers started exploring the online retail atmospherics research, a major empirical study was conducted in Second Life and its effect on different number of behavioural variables, (SL) which is one of the most mature virtual worlds (VWs). The there are now a large number of researches available. effect of the music on shoppers’ emotions was experimentally tested in computer labs. Pre-test and post-test were conducted to The online retail atmospheric is not same as the brick and evaluate the emotion levels before and after experiencing 3D mortar retail [8]. There are many environmental cues that are VRR stores. Detailed mediation analysis was done with the missing in an online retail environment (physical layouts, PROCESS tool at the later stage of the analysis.
    [Show full text]
  • The Environmental and Social Impacts of Digital Music
    DEESD IST-2000-28606 Digital Europe: ebusiness and sustainable development The environmental and social impacts of digital music A case study with EMI Final Report, July 2003 By Volker Türk, Vidhya Alakeson, Michael Kuhndt and Michael Ritthoff This report constitutes part of Deliverable 12 (D12) of the project DEESD – Digital Europe: e- business and sustainable development Project funded by the European Community under the “Information Society Technology” Programme (1998-2002) Digital Europe - Case Study on Digital Music in Co-operation with EMI Table of Contents List of Figures List of Tables List of Boxes 1. READER’S GUIDE....................................................................................................................................... 1 2. BACKGROUND............................................................................................................................................ 2 2.1 DIGITAL EUROPE: EBUSINESS AND SUSTAINABLE DEVELOPMENT ....................................................... 2 2.2 THE EMI GROUP ....................................................................................................................................... 2 2.3 THE EMI CASE STUDY.............................................................................................................................. 2 3. THE ENVIRONMENTAL DIMENSION OF DIGITAL MUSIC.............................................................. 4 3.1 OBJECTIVES AND METHODOLOGY...........................................................................................................
    [Show full text]
  • Changes in Consumption Patterns and Tourist Promotion After the COVID-19 Pandemic
    Article Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic Diego R. Toubes , Noelia Araújo Vila * and Jose A. Fraiz Brea Faculty of Business and Tourism, University of Vigo, 32004 Ourense, Spain; [email protected] (D.R.T.); [email protected] (J.A.F.B.) * Correspondence: [email protected] Abstract: The COVID-19 pandemic has entailed an unprecedented health crisis with significant economic impacts in many sectors worldwide. The tourism sector has been one of the most affected, with significant impacts on the number of cancelled reservations, a decrease in international travel and changes in consumption behaviour. This study aims to analyse the main changes in promotion and marketing in the tourism sector in Spain after the pandemic. To this end, a qualitative analysis was carried out via questionnaire-based interviews with 65 experts in the areas of marketing, consumer behaviour and tourism. The main findings show that online information sources gained weight over consulting friends and relatives, and a great advance in digitization is expected, where physical travel agencies will be displaced by online platforms, except for specialized and advisory services. Additionally, technologies such as virtual reality (VR) or artificial intelligence (AI) may play an increasingly important role in the medium term. Keywords: consumption; marketing; promotion; tourism; digitalization; COVID-19 Citation: Toubes, D.R.; Araújo Vila, N.; Fraiz Brea, J.A. Changes in Consumption Patterns and Tourist Promotion after the COVID-19 1. Introduction Pandemic. J. Theor. Appl. Electron. In May and June 2020, countries with major tourism industries ceased marketing Commer. Res. 2021, 16, 1332–1352.
    [Show full text]
  • Payment Card Industry Data Security Standard (PCI DSS)
    ] * * * * * * * [ FIRSTNAME LASTNAME FIRSTNAME 5490 2345 8670 8921 8670 2345 5490 THRU BANK NAME BANK VALID 08/19 Payment Card Industry Data Security Standard (PCI DSS) Protecting Cardholder Data Since our organization handles cardholder data, we have to understand and follow the security regulations known as PCI DSS. This newsletter explains what those standards are and how we must follow them. © SANS Institute 2017 Payment Card Industry Data Security Standard (PCI DSS) Credit cards have become the primary way people make purchases, especially with the growth of online shopping. Credit cards are incredibly convenient, allowing people to make large purchases almost anywhere in the world. However, credit cards also have risks. Cyber criminals are actively trying to steal credit card information. If they steal credit card data, they can create physical copies of the credit card or use the information for online purchases. The more credit cards criminals steal, the more money PCI DSS they can make. As a result, many criminals no longer target individuals, but organizations like ours that store, process, or transfer cardholder data. To reduce credit card fraud, five members of the payment card industry (Visa, MasterCard, American Express, Discover, and JCB) joined together to develop security standards for any organization that stores, transmits, or processes cardholder data. This set of standards is referred to as the Payment Card Industry’s Data Security Standard, or PCI DSS. Since our organization handles cardholder data, we must understand and abide by these rules. Cardholder data includes the payment card number (known as a Primary Account Number, or PAN) and any associated account information, including the cardholder’s name, the payment card’s expiration date, the three or four-digit verification code, and any other authentication data related to the cardholder.
    [Show full text]
  • Introducing Music As Part of the Online Shopping Experience: a Study About Feminine Apparel Online Retailers
    Fall 08 UNIVERSITY OF TWENTE. Faculty of Behavioural, Management and Social Sciences (BMS) Introducing music as part of the online shopping experience: A study about feminine apparel online retailers Rebeca Dias Amorim Coelho Master Thesis Communication Studies August | 2016 Supervisors: Dr. M. Galetzka Dr. J.J. van Hoof ii Introducing music as part of the online shopping experience: A study about feminine apparel online retailers by Rebeca Dias Amorim Coelho August | 2016 Presented to the Faculty of Behavioural, Management and Social Sciences (BMS) University of Twente Master of Science in Communication Studies Marketing Communication Supervisors Dr. M. Galetzka Dr. J.J. van Hoof iii Acknowledgement Firstly, I would like to thank the support of my family and close friends, who have always supported my decisions and efforts during my master thesis. I am very grateful to every person who took the time to help me staying motivated. Secondly, I would like to thank my supervisors Dr. M. Galetzka and Dr. J.J. van Hoof, who embraced my ideas with great enthusiasm and always provided insightful discussions and feedback about my work. Further, I would like to thank the second coder of this study - thank you for your help as a second coder for the interviews (Stage 1 of the study) and for the real time transcription during the focus group discussion (Stage 2 of the study). Lastly, I would like to thank all the experts and participants who took the time to contribute with my investigation. iv Abstract Background: It is necessary to create a compelling online shopping experience in order to achieve a competitive advantage on the Internet (Novak, Hoffman, & Yung, 2000).
    [Show full text]
  • Online Shopping Behavior in the House of Household Productive Age
    Online Shopping Behavior in the House of Household Productive Age Sri Widiyanti1 and Nina Dewi Lashwaty1 1STMIK Cipta Darma Surakarta, Veteran street, Notosuman, Singopuran, Kartasura, Sukoharjo, Central Java, Indonesia Keyword: online shopping, attitude, trust, user behavior Abstract: In community behavior in the e-commerce business ease is a challenge for companies to meet the needs and desires of their customers. The purpose of this study is to determine consumer behavior among productive housewives to shop online. The sample used in this study is housewives in the school environment. This research method uses a survey method with the number of respondents 30 housewives in a school environment who have made online purchases on the market place. Data analysis techniques use Structural Equation Modeling (SEM), component based pastial least squares (PLS). The results showed that attitudes toward online shopping were more influenced by vendor selection and consumer confidence in vendors. For this reason, online business people need to introduce their web trust to various media, as well as the completeness of information and the attractiveness of web design is also very influential on consumers. The completeness of the website design, and the information and convenience in it is a marketing strategy so that it can be a determinant in making online shopping decisions. 1 INTRODUCTION When it comes to the most commonly used devices for online shopping, the use of mobile phones is The development of information technology and increasingly popular. Indonesia is in the top ranking computers, in this case the internet led to the globally in terms of mobile phone use for online formation of a new world which is often referred to shopping together with the Philippines, Vietnam and as cyberspace.
    [Show full text]
  • EMERGING CONVERSATIONS from GLOBAL CONSUMERS ABOUT the RESEARCH Outform Is a Future Retail Agency Covering Emerging Trends in the Industry
    EMERGING CONVERSATIONS FROM GLOBAL CONSUMERS ABOUT THE RESEARCH Outform is a Future Retail agency covering emerging trends in the industry. Through our Micro Trends Report, our team will examine topics surrounding consumer insights, retail, design, brand highlights, and technology to bring you industry insights that explore conversations from global consumers across different channels. Want more info on the latest news and trends? Sign Up For Our Newsletter capsule pieces for the game and Valentino LUXURY FASHION releasing an exclusive 20 pieces for the “We’ll see a world where game. Other crossovers between games and you don’t even have to own BRANDS ARE luxury fashion brands include The Sims and Moschino, Honor of Kings and Burberry, as the physical shoes. You TAKING ON GAMING well as League of Legends and Louis Vuitton, can just own a virtual Luxury fashion brands have begun which featured in-game branded character experimenting with digital spaces and skins as well as real life pieces inspired by version of them and post on are now entering a new territory: video the game. social media with those games. Due to the interactive nature of gaming, augmented reality shoes on During the pandemic, video games surged players are much more engaged with the your feet and get the same in popularity across all demographics. content than they would be while consuming The 2020 Global Games Market Report other types of media like TV or music, which social credibility.” claims that the gaming market attracted are experienced in a more passive way. Jeff Staple 2.6 billion players globally, and increased With customization being a large aspect of Founder, Staple Design video game playing hours by 75%, which gaming, players are always looking to make brought the gaming market’s value to their digital characters a unique as possible, $74.2 billion US Dollars.
    [Show full text]