Analysis of the Development of Marketing Strategies in the Video Game Industry

Videoigre prisutne su desetljećima, omogućavajući naraštajima novi hobi i razonodu. Od svojega početka, industrija videoigara značajno je napredovala, sukladno s tehnologijom. Videoigre postale su kompleksnije za napraviti, ali i igrati. Važno je spomenuti kako marketing i komunikacija koja se ostvaruje s potencijalnim kupcima igraju važnu ulogu u procesu prodaje i podizanju popularnosti videoigre. Potreba za oglašavanjem videoigara otvorila je nove načine brendiranja videoigara putem kratkih videa, streaminga te influencera na društvenim mrežama. Utjecaj i načini izvođenja marketinških strategija različito djeluju na pojedine generacije. U ovome se radu proučavaju određene vrste marketinških komunikacija i djelovanje koje one ostvaruju na svaku od tri generacije (X, Y i Z). Osim teorijskog dijela, u empirijskom se dijelu rada putem anketiranja prukupljaju i analiziraju dobiveni podaci s ciljem utvrđivanja koliki je utjecaj određena vrsta oglašavanja ostvarila na generacije pojedinačno.Video games have been among us for decades, giving generations new hobbies and entertainment. Since its inception, gaming industry has advanced significantly in line with technology. Video games have become complex to make as well as play. It is important to mention that the marketing and communication that takes place with potential customers play an important role in the sales process and raising the popularity of video games. The need to advertise video games has opened up new ways of branding video games through short videos, streaming, and influencers on social networks. The impact and ways of implementing marketing strategies affect various generations differently. In this paper, certain types of marketing communications and the effects they achieve on each of the three generations (X, Y and Z) are studied. In addition to the theoretical part, the empirical part of the paper collects and analyzes the obtained data through surveys in order to determine the impact of a particular type of advertising has been achieved on generations individually