Dimensions and Antecedents of the Commercialization Success of Funniest Video Games with a Macro-Recovery Perspective
Subject Areas : Technology Transfer and Commercialization of Researchesزهرا کاظمی 1 , Amirreza konjkavmonfared 2
1 - PhD Student, Faculty of Economics and Administrative Sciences, Mazandaran University, Babolsar, Iran
2 - Associate Professor, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
Keywords: Macromarketing, Commercialization, Funniest Video Games, International Markets, Multiple Case Studies.,
Abstract :
The video game industry has become a major force in the worlds of business and entertainment. This research aims to identify the dimensions and antecedents of successful commercialization of the funniest domestic and foreign video games in international markets, with a focus on macro-level recovery. The research method is a multiple case study. Four successful examples of domestic and foreign games were purposefully selected for investigation. Various data sources were utilized, including documentaries and interviews with ten experts and practitioners in the field. Data were analyzed through qualitative content analysis, employing open and axial coding using MAXQDA software. The findings reveal that the dimensions of commercializing the funniest video games include topic selection, documentation, budgeting, choosing appropriate production timing, forming the game development team, development, testing, creating multiple prototypes, pre-development marketing, marketing during development, and soft marketing after development and publication. Marketing-related factors identified as key antecedents include understanding customer needs, identifying market demands, streaming, employing marketing experts, leveraging social networks, collaboration with YouTubers, advertising campaigns, exhibitions, market selection, targeting specific audiences, and maintaining the brand name and public image of the company, as well as attention to current trends. Additionally, technological, socio-cultural, political-legal, and economic factors were recognized as major precursors to the international success of commercializing the funniest video games.
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