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Bakalářská Práce VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 BAKALÁŘSKÁ PRÁCE PODNIKOVÁ EKONOMIKA Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 NÁZEV BAKALÁŘSKÉ PRÁCE/TITLE OF THESIS Tvorba slevové strategie na digitální platformě STEAM pro herní vývojáře TERMÍN UKONČENÍ STUDIA A OBHAJOBA (MĚSÍC/ROK) 08/2020 JMÉNO A PŘÍJMENÍ STUDENTA / STUDIJNÍ SKUPINA Ondřej Szönyi / PE52 JMÉNO VEDOUCÍHO BAKALÁŘSKÉ PRÁCE Ing. Břetislav Stromko, MBA PROHLÁŠENÍ STUDENTA Odevzdáním této práce prohlašuji, že jsem zadanou bakalářskou práci na uvedené téma vypracoval/a samostatně a že jsem ke zpracování této bakalářské práce použil/a pouze literární prameny v práci uvedené. Jsem si vědom/a skutečnosti, že tato práce bude v souladu s § 47b zák. o vysokých školách zveřejněna, a souhlasím s tím, aby k takovému zveřejnění bez ohledu na výsledek obhajoby práce došlo. Prohlašuji, že informace, které jsem v práci užil/a, pocházejí z legálních zdrojů, tj. že zejména nejde o předmět státního, služebního či obchodního tajemství či o jiné důvěrné informace, k jejichž použití v práci, popř., k jejichž následné publikaci v souvislosti s předpokládanou veřejnou prezentací práce, nemám potřebné oprávnění. Datum a místo: 16. 05. 2020, Praha PODĚKOVÁNÍ Rád bych tímto poděkoval vedoucímu bakalářské práce panu Ing. Břetislavu Stromkovi, MBA za metodické vedení, rychlou zpětnou vazbu, odbornou konzultaci a akademický vhled, který mi poskytl při vypracovávání mé bakalářské práce. Rád bych také poděkoval slečně Ing. Kateřině Mašínové za trpělivost, ochotu a užitečné poznámky k této práci, které mi v průběhu psaní poskytla. Děkuji paní Mgr. Kateřině Kolářové za všechny ty hodiny, které se mnou strávila při hledání správné cesty k cíli. Rád bych dále poděkoval panu Ing. Filipu Eklovi, který mi pomohl zajistit potřebný prostor pro konání focus group a poskytl užitečné rady a poznámky z praxe pro její vedení. V neposlední řadě bych rád poděkoval své rodině, která mi byla vždy oporou a podporovatelem v době, kdy jsem válčil s nekonečným množstvím odstavců a postupně skládal výslednou bakalářskou práci. Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SOUHRN 1. Cíl práce: Hlavním cílem bakalářské práce je vytvořit doporučení pro tvorbu slevové strategie na digitální distribuční platformě Steam pro herní vývojáře. 2. Výzkumné metody: Práce je rozdělena na dvě části, teoretickou a praktickou. Základem teoretické práce byly tištěné publikace a elektronické zdroje, které sloužily k vytvoření literární rešerše. Praktická část je postavena na dvou metodách – analýze dat a skupinovém rozhovoru. Zkoumaným vzorkem dat je vývoj ceny u 10 nejlépe hodnocených PC her podle internetového agregátoru recenzí Metacritic spadající do kategorie AAA herních titulů vydaných v roce 2015 od velkých herních vydavatelství anebo velkých herních vývojářských studií. Focus Group se zúčastnilo 5 osob ze základních hráčských archetypů (Hard-Core Player, Mid-Core Player, Casual Player) a byl testován jejich postoj k nakupování her, ke slevám, k digitálním platformám a ke slevovým akcím na digitální distribuční platformě Steam. Součástí byl i brainstorming. Na základě analýzy dat z digitální distribuční platformy Steam a Focus Group bylo po sumarizaci a vyhodnocení, sestaveno doporučení pro herní vývojáře na digitální distribuční platformě Steam. 3. Výsledky výzkumu/práce: Na základě analyzovaných dat z digitální distribuční platformy bylo zjištěno, že herní vývojáři anebo velká herní vydavatelství volí různé slevové strategie v závislosti na výši ceny hry. Pokud se jedná o cenu vyšší než 49,99 EUR, pak v průběhu životnosti hry je cena postupně snižována. Ve zkoumaném období 1 až 3krát. Pokud je cena nižší než 44,99 EUR, pak volí cestu konstantní ceny po celou životnost hry. V obou případech se aktivně účastní slevových akcí a velkých slevových výprodejů na digitální distribuční platformě Steam. Postupně dochází k navyšování slevy. Ze skupinového rozhovoru vyplynulo, že každý hráčský archetyp se chová rozdílně při nakupování her a využívání slev. Zjištěné údaje odpovídaly teoretickým definicím hráčských archetypů. Hráči aktivně využívají různé digitální platformy a fyzické kopie her nekupují. Vyhovuje jim rychlost získání herního titulu. Hráči nevyhledávají slevové akce, protože se velmi často opakují. A slevu považují za standard. Pokud herní titul opravdu chtějí, jsou ochotni zaplatit plnou cenu. Vždy se řídí osobními prioritami a vztahem ke hře. Sleva je pro ně motivující faktor. Na základě výši slevy uvažují o nákupu hry anebo rovnou nakupují (například při slevě 75 %). 4. Závěry a doporučení: Herní vývojář by měl svou slevovou strategií primárně zaměřit na cílovou skupinu herní komunity, kterou může hra oslovit. Aktivní naslouchání herní komunitě může přitáhnout potencionální nerozhodnuté hráče/zákazníky, kteří vidí neustálou snahu vylepšit herní dílo. Zajímavá sleva může být důvodem k nákupu. Je potřeba se účastnit pravidelných velkých slevových akcí na digitální distribuční platformě Steam, aby herní titul neztratil dočasně na atraktivitě. Slevové akce by měl vývojář koordinovat v rámci své slevové strategie. Volba dobré slevové strategie je potřebná a musí o ni být uvažováno již v době tvorby ceny herního titulu. Sleva by neměla být skoková, ale pozvolná. Není potřeba se hnát do vysokých slev hned po vydání hry. Přílišné umisťování herního titulu do slevových akcí může některé nové hráče odradit od koupi. Pokud je zlevněna základní hra, je potřeba zlevnit i dodatečně stažitelný obsah v závislosti na jeho stáří. Je potřeba využívat všech nástrojů, které digitální distribuční platforma Steam nabízí vývojářům. KLÍČOVÁ SLOVA Digitální distribuční platformy, herní průmysl, herní vývojář, hráč, nákupní chování, počítačové hry, podpora prodeje, slevová strategie Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SUMMARY 1. Main objective: The main objective of the bachelor paper is to create a recommendation for creating a discount strategy on the digital distribution platform Steam for game developers. 2. Research methods: The paper is divided into two parts, theoretical and practical. The basis of the theoretical work was printed publications and electronic sources, which were used to create literature research. The practical part is based on two methods – data analysis and group interview. The researched data sample is the development of the price of the 10 best-rated PC games according to the internet reviews aggregator Metacritic of AAA gaming titles released in 2015 from major game publishers or large game development studios. Focus Group was attended by 5 people from basic gaming archetypes (Hard-Core Player, Mid-Core Player, Casual Player). Their attitude to gaming, discounts, digital platforms, and discounts on the Steam digital distribution platform was tested. Brainstorming was also a part of it. After summarization and evaluation based on data analysis from the digital distribution platform Steam and Focus Group, recommendations for game developers on the digital distribution platform Steam have been compiled. 3. Result of research: Based on the analyzed data from the digital distribution platform, it was found that game developers or large game publishers choose different discount strategies depending on the price of the game. If the price is higher than € 49.99, then the price is gradually reduced over the life of the game. In the investigated period it was 1 to 3 times. If the price is less than EUR 44.99, then it chooses a constant price over the life of the game. In both cases, they actively participate in discount events and big discount sales on the digital distribution platform Steam. The discount is gradually increasing. The group interview showed that every player archetype behaves differently when buying games and using discounts. The data was found corresponded to the theoretical definitions of player archetypes. Players actively use different digital platforms and do not buy physical copies of games. It suits them the speed of getting the game title. Players do not seek discounts because they are very often repeated. Players consider the discount a standard. If they really want the game title, they are willing to pay the full price. They always follow the personal priorities and the relationship to the game. The discount is a motivating factor for them. Based on the amount of discount they are considering buying a game or buying it directly (for example at a discount of 75%). 4. Conclusions and recommendation: The game developer should primarily focus on the target gaming community that the game can reach with its discount strategy. Active listening to the gaming community can attract potential undecided players/customers who see a constant effort to improve the game. An interesting discount may be a reason to buy. It is necessary to participate in regular big discount events on the digital distribution platform Steam so that the gaming title will not be temporarily lost in attractiveness. Discount events should be coordinated by the developer as part of their discount strategy. Choosing a good discount strategy is needed and must be considered at the time of making the game prize. The discount should not be jumping, but gradual. There is no need to drive high discounts right after the game is released. Excessively placing
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