Spelindustrins Paradox : En eventstudie om lansering av tv-spels påverkan på aktiekursen

Purpose: To examine how video-game releases affect the share price, and if video-game reviews have any impact on the share price of gaming corporations. Method: A quantitative deductive research approach is applied with event study methodology used as basis. The investigated companies were the five largest gaming companies listed on the U.S. NASDAQ exchange. A total of 29 video-game launches and 85 reviews where examined. Theory: The study is based on The Efficient Market Hypothesis, Agent Theory, Public Relations Theory, Nextopia and previous research. Results: The result contains 114 observations in five companies. The result accounts for the cumulative abnormal return for each video-game. It also accounts for the cumulative average abnormal return for each company ten days after release. Analysis: The hypothesis test accounts for a statistical significant correlation between negative abnormal return and the release. It is also accounted for a cumulative average abnormal return of -2,29 % of the video-game companies stocks. Conclusion: There is a negative abnormal return for shareholders ten days after a video-game release. The result and the analysis dose confirm a direct correlation between video-game reviews and the abnormal return