How video game conferences shape the gaming industry and influence consumer behaviour

The objective of the study was to explain the relevance of video game conferences and to examine components of presentations and their effects on consumer behaviour. Video game events are an important stage when buyer’s attitudes are formed or can be changed under diverse impacts. Therefore, operating in the sector companies and potential newcomers need to understand factors that influence the decision-making processes. The structure of the theoretical part includes the analysis of marketing event concept, communication model and psychological theories. In the study, qualitative and deductive research methods were utilized. The information for the studies was received and extracted from diversified academic sources such as books, articles, studies and scientific journals. The empirical part employed qualitative research method as well. The interview with Feargus Urquhart, the CEO of Obsidian Entertainment was conducted via Skype on 7 November 2019. The interview reaffirmed or, in some cases, disproved the findings from the literature from the professional point of view. The findings obtained from Feargus Urquhart are inserted into the theoretical part of the paper to compare theoretical knowledge to professional viewpoint. Besides, the interview is discussed in a separate chapter in order to assemble the findings together. The results of the study constitute a compilation of various facets that affect purchasers’ minds within video game conferences framework. Good communication process, colour perception, soundtracks and psychological notions like attitude change, emotions and memory can have a significant influence on one’s decision-making processes. However, a more profound study in term of psychology, sound effects and colour perception is proposed