Viral Marketing As a Means of Promoting Video Games
Malinen, Daniil (2018)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
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This thesis examines the topic of viral marketing as a means of promoting video games. The aim of the study is to research the concept of viral marketing and its relevance in the video game industry. The literature review is presented by theoretical review method. This section presents the background of viral marketing, its main theories and approaches. It also includes a review of the video game industry and examples of successful viral marketing campaigns. The research method of the thesis is a quantitative study, conducted with the help of an online survey. The aim of the primary research was to determine the types of content that people prefer to share, motivational factors for playing and types of emotions players are looking for. The statistical data was collected and analyzed by the author. The results of the literature review and quantitative study were combined, analyzed and presented in the discussion and conclusion part. The collected data was aimed to answer three main question of the thesis. On the basis of the results, it can be concluded that that viral marketing is an effective tool as a part of complex marketing activities of a company, while individually it is not a powerful tool that can turn potential audience into active players.