A Study of Community Engagement on Discord for Game Marketing- Case TJR Games Oy
Greenberg, Miriam (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121226290
https://urn.fi/URN:NBN:fi:amk-2019121226290
Tiivistelmä
Author: Greenberg Miriam
Title of the Publication: A Study of Community Engagement on Discord for Game Marketing- Case TJR Games Oy
Degree Title: Bachelor of Business Administration, International Business
Keywords: direct marketing, online community lifecycle, community engagement framework, Discord, game
This thesis was commissioned by Team Jolly Roger (TJR), which is a game development company based in Kajaani, Finland. TJR has released several PC, mobile and consoles games. The most popular games are Interplanetary, an award-winning game and Worbital.
Social media exchange is unequal. It becomes evident that people are shifting into more community-centric platforms. Therefore, Discord has become a popular platform for game marketing and companies.
The purpose of this study was to examine community engagement on Discord platform. The theoretical background of the study was based on the concepts of direct marketing, online community lifecycle and direct community engagement.
The empirical part of the study was implemented by a quantitative research method. The data collection was conducted through a structured online questionnaire that was designed in order to analyse what drives engagement on Discord.
The research findings demonstrate that both Facebook and Discord are mainly used as community platforms, indicating that there is a transition to Discord while slow. Achieving engagement is difficult, and companies use multi-platforms to accomplish that goal.
Due to limitations in the researched sample among game professionals and geographical location, there are other possibilities to study the examined topic with future implementations of the research.
Title of the Publication: A Study of Community Engagement on Discord for Game Marketing- Case TJR Games Oy
Degree Title: Bachelor of Business Administration, International Business
Keywords: direct marketing, online community lifecycle, community engagement framework, Discord, game
This thesis was commissioned by Team Jolly Roger (TJR), which is a game development company based in Kajaani, Finland. TJR has released several PC, mobile and consoles games. The most popular games are Interplanetary, an award-winning game and Worbital.
Social media exchange is unequal. It becomes evident that people are shifting into more community-centric platforms. Therefore, Discord has become a popular platform for game marketing and companies.
The purpose of this study was to examine community engagement on Discord platform. The theoretical background of the study was based on the concepts of direct marketing, online community lifecycle and direct community engagement.
The empirical part of the study was implemented by a quantitative research method. The data collection was conducted through a structured online questionnaire that was designed in order to analyse what drives engagement on Discord.
The research findings demonstrate that both Facebook and Discord are mainly used as community platforms, indicating that there is a transition to Discord while slow. Achieving engagement is difficult, and companies use multi-platforms to accomplish that goal.
Due to limitations in the researched sample among game professionals and geographical location, there are other possibilities to study the examined topic with future implementations of the research.