quarta-feira, 8 de maio de 2013

Game industry & fans

The global game industry is a colossal and powerful juggernaut. There's nothing new about it. The world video-gaming industry is predicted to record 9% yearly growth through 2013, to exceed $76 billion, according to the site Report Linker. Yes, there's a great amount of money and a wide industry such that requires strategies to engage consumers with more and more meaningful experiences.

It seems that game publishers need to understand how to create characters, challenges, sequences, rewards and a wide chain of derivative products to transform players into fans. A fan is an important piece in the contemporary culture for many entertainment brands.

A fan is a person who is enthusiastically devoted to something, such as a band, a sports team or a entertainer. Fans have a special role inside the enormous game industry. A community of fans that surrounds a specific game becomes a fandom, and this audience deserves special attention.

A well-structured fandom could be an effective marketing tool for a game publisher, so good as advertising in television. Companies must understand how to motivate the fandom audience with meaningful experiences and how to bring the player to its side.

As Jenkins (2006, p.148) says, successful media producers are becoming more adept to monitoring and serving audience interests. The game industry, which sees itself as marketing interactive experiences rather than commodities, has been eager to broaden consumer participation and strengthen the sense of affiliation players feel towards their games.

In a big business like this, companies must understand games as well as understand marketing.


JENKINS, Henry. Fans, bloggers and gamers: exploring participatory culture. New York: NYU Press, 2006.

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