I study the digital market for attention in a freemium mobile game where users choose between paying with money or by watching 30-second video ads. Using unique event-level data, I estimate consumers' supply elasticity of attention. In the aggregate, a one percent higher price increases the...

As video games increasingly replicate real-world locations, they have become powerful tools influencing players' perceptions and behaviors toward travel destinations. Based on the principles of Transfer Trust Theory (TTT), this research investigates how the trust established in a destination...

Open innovation, especially through processes that support remote collaboration such as gamification, has the potential to support multi-stakeholder collaboration for circular innovation. This study explores how companies want to collaborate for circular innovation, specifically with end-users....

The Gen-Z, who are deemed digital natives, have shown interest in the metaverse. The emergence of augmented reality (AR), virtual reality (VR), and mixed reality (XR) technologies in recent years has fuelled the increased interest in metaverse gaming. However, extant literature is yet to...

This study aims to develop and validate an instrument to measure video game-related playful consumption experiences (PCEs), assessing a player's imaginal, emotional, and sensory experiences during video gameplay. We initially conceptualize the theoretical framework of video game-related PCEs....

Acknowledgements, Preliminary Notes, Preface, Introduction, Part I: Digital Games as an Advertising Medium, Part II. Persuading Players though Digital Games, Part III. Advertising through Digital Games, References Ludography Index

Due to advanced technologies and widespread internet usage worldwide, many small and young start-ups have had a chance to explore international markets. Games companies from emerging markets, without exception, have used digital technologies to create and exploit international markets since...

Aesthetics play a pivotal role in enriching the learning experience and are indispensable for fostering optimal educational environments. This study aims to identify the factors that shape aesthetic experiences within educational gaming contexts. Employing a qualitative methodology, data were...

Paper's objectives: The paper aims to explore the negative impacts of social relationships (SR) on business activity. As a research context, the video game industry (VGI) and the video game developers' (VGDs) relationships are analyzed. Design/methods: 17 semistructured in-depth interviews and 1...

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration,...

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...

Drawing on social exchange theory, this article examines how consumers' engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We...

Purpose Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of...

Economic research on entertainment is scant despite its large share of time use. We test economic theories of belief-based utility in the context of video-game engagement. Using data on 2.8 million matches from League of Legends, we find evidence supporting reference-dependent preferences, loss...

The Croatian video game industry demonstrated substantial growth amid the challenges posed by the COVID-19 pandemic. A descrip- tive statistics approach was utilized, encompassing all enterprises in the Croatian video game industry. Statistical tests for proportions sig- nificance were then...