Files and links (1)
Local issues and global challenges understanding marketing within the Trans-Tasman video game industry1.62 MB
Published Version (Advanced Access)CC BY V4.0, Open Access
Journal article
Local issues and global challenges: understanding marketing within the Trans-Tasman video game industry
Creative Industries Journal, Vol.Advanced Access
2024
Appears in UniSC Supported Open Access Outputs
Related media
Expert Quote
Abstract
While there is a growing body of literature concerning video game production by smaller developers, there has been little examination of their marketing and business practices. This article presents the first exploration of the marketing skills, knowledge, and practices within the Trans-Tasman video game industry. Data was collected from thirty-three video game developers across Australia and New Zealand utilizing semi-structured interviews and analyzed using thematic analysis. It was found that, despite developers generally recognizing the importance of marketing, their marketing skills, knowledge, and practices were mixed and uneven. While some developers were undertaking integrated activities such as evaluation and brand management, others did not understand how to. The findings and insights generated have contributed to understandings about Trans-Tasman video game production and have begun to address an important knowledge gap concerning video game developers’ marketing skills, knowledge, and practices.
Details
- Title
- Local issues and global challenges: understanding marketing within the Trans-Tasman video game industry
- Authors
- Jacqueline Burgess (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesAlexander Muscat (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 IndustriesChristian Jones (Author) - University of the Sunshine Coast, Queensland, School of Law and Society
- Publication details
- Creative Industries Journal, Vol.Advanced Access
- Publisher
- Routledge
- DOI
- 10.1080/17510694.2024.2389805
- ISSN
- 1751-0708; 1751-0694
- Grants
- Understanding Marketing Knowledge in the Australian Video Game Industry, 0980027595, University of the Sunshine Coast (Australia, Sunshine Coast) - UniSC
- Organisation Unit
- School of Business and Creative Industries; Healthy Ageing Research Cluster
- Language
- English
- Record Identifier
- 991054498702621
- Output Type
- Journal article
Metrics
2 File views/ downloads
61 Record Views