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 world of business and entertainment. In this research, an attempt was made to identify the dimensions and antecedents of the success of commercialization of domestic and foreign funniest video games in international markets with the view of macro recovery. The method of this research is a multiple case study. The investigated items in this research were purposefully selected, which are 4 successful examples of domestic and foreign games. In this research, various data sources such as documentaries and interviews with 10 experts and activists in this field were used and the data were analyzed through qualitative content analysis and open and axial coding using Maxqda software. Based on the findings of the research, the dimensions of the commercialization of funniest video games include choosing the topic, documenting, preparing the budget, choosing the appropriate production time, forming the game development team, development, testing, development of several prototypes, pre-development marketing, marketing During development, marketing after development and publication is soft and the factors related to marketing (customer needs, identifying market needs, streaming, using marketing experts, social networks, YouTuber, advertising campaigns, exhibitions, market selection) the goal, access to specific audiences, the brand name and image of the company in the society and paying attention to the current trends), factors related to technology, socio-cultural factors, political-legal factors and economic factors as the main precursors to the success of the commercialization of games funniest 's video has been recognized internationally.
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