Exploring emergent co-creative narrative in a strategy video game brand

Jacqueline Burgess; Christian M Jones

doi:10.1080/16522354.2021.1959705

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Journal article

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Exploring emergent co-creative narrative in a strategy video game brand

Jacqueline Burgess and Christian M Jones

Journal of Media Business Studies, Vol.19(3), pp.185-202

2022

DOI: https://doi.org/10.1080/16522354.2021.1959705

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Abstract

Brand management

Video games

Media brands

Brand co-creation

Emergent narrative

This research examines the concept of emergent narrative, located in Game Studies, and brand co-creation, located in Brand Management to bring together both disciplines to produce new understandings about both concepts, video games and their players. Two stages of research were conducted. It was found that players were taking part in brand co-creation behaviours by creating emergent narratives, some of which were quite elaborate. Although these emergent narratives provided no gameplay advantages, creators and other players reading them online derived enjoyment from them which enhanced their consumption of the video game brand. By innovatively bringing together two synergistic disciplines this research extends knowledge about video game media branding demonstrating how examining video game brands using concepts from multiple disciplines can provide rich and useful insights.

Details

Title: Exploring emergent co-creative narrative in a strategy video game brand
Authors: Jacqueline Burgess (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Christian M Jones (Author) - University of the Sunshine Coast, Queensland, School of Law and Society
Publication details: Journal of Media Business Studies, Vol.19(3), pp.185-202
Publisher: Routledge
DOI: 10.1080/16522354.2021.1959705
ISSN: 2376-2977
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; School of Law and Society; Engage Research Lab
Language: English
Record Identifier: 99553908502621
Output Type: Journal article

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