Abstract
Exploring Effective Marketing Training for Video Game Developers
Proceedings of DiGRA Australia 2025, 4
Digital Games Research Association Australian National Conference (DiGRA), 2025 (Adelaide, Australia, 05-Feb-2025–07-Feb-2025)
2025
Abstract
Most video game studios in Australia have few employees, and are thus classified as micro and small businesses (Burgess et al., 2024), although many studios do not view themselves as businesses (Keogh, 2021). It is well established that marketing knowledge and skills offer small businesses market value, innovation and ultimately increased competitive advantage (Ren et al. 2015). However, it is also well established that small businesses often lack marketing knowledge and skills and the resources to obtain them due to numerous challenges such as a lack of easy access to training (Curado & Sousa, 2021), which includes the small businesses operating as video game studios in Australia and New Zealand (Burgess et al., 2024). Adding to this challenge is the fact that creative-focused business owners can feel a conflict between their commercial and creative identities (de Klerk, 2015) and find it particularly difficult to undertake marketing activities, or to understand them.
Details
- Title
- Exploring Effective Marketing Training for Video Game Developers
- Authors
- Jacqueline Burgess (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesAnthony Grace (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Proceedings of DiGRA Australia 2025, 4; 1
- Conference details
- Digital Games Research Association Australian National Conference (DiGRA), 2025 (Adelaide, Australia, 05-Feb-2025–07-Feb-2025)
- Publisher
- Digital Games Research Association
- Date published
- 2025
- Organisation Unit
- School of Business and Creative Industries
- Language
- English
- Record Identifier
- 991099146202621
- Output Type
- Abstract
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