Exploring the Potential Benefits of Generative AI in Marketing of Gaming Industry Startups and Entrepreneurs in Kajaani Through Prompt Engineering
Maramo, Mark Gil (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051512303
https://urn.fi/URN:NBN:fi:amk-2025051512303
Tiivistelmä
This thesis was commissioned by Kajaani University of Applied Sciences (KAMK) Business department and its purpose was to explore the relationship, gaps and potential between Artificial Intelligence (AI), an emerging technology globally, and the gaming industry entrepreneurship in Kajaani. In response to growing interest in AI-driven solutions and the booming gaming industry, this thesis explores how these emerging businesses perceive the benefits, limitations, and challenges associated with integrating generative AI into their marketing strategies. The study also examines the role of prompt engineering as a practical skill for optimizing the quality and relevance of AI-generated marketing content.
Using a qualitative research approach, data was collected through semi-structured interviews with local gaming entrepreneurs, startup founders, and marketing professionals. Thematic analysis was employed to identify recurring themes related to AI adoption, perceived marketing benefits, resource constraints, and prompt engineering practices within the regional gaming ecosystem.
Findings revealed that while gaming startups in Kajaani recognize the potential of generative AI to enhance marketing efficiency, reduce content production costs, and support creative ideation, adoption remains constrained. Participants cited limitations in originality, authenticity, and unresolved legal and ethical concerns as reasons for limiting AI’s role in content production. While prompt engineering was recognized as essential for optimizing AI-generated outputs, most engagement with it was informal and trial-and-error based, especially among non-technical users. The study also highlights significant concerns around copyright and ownership rights for AI-generated content, particularly for visual and narrative assets—a pressing issue in the creative industries.
Lastly, the research underscores the importance of localized support systems, such as those provided by Kajaani University of Applied Sciences and Game City Kajaani, in nurturing marketing capabilities and startup success within the regional gaming startup ecosystem. These findings offer context-specific insights for policymakers, educators, and startup support organizations on strategically integrating generative AI into creative marketing practices within resource-constrained entrepreneurial environments.
Using a qualitative research approach, data was collected through semi-structured interviews with local gaming entrepreneurs, startup founders, and marketing professionals. Thematic analysis was employed to identify recurring themes related to AI adoption, perceived marketing benefits, resource constraints, and prompt engineering practices within the regional gaming ecosystem.
Findings revealed that while gaming startups in Kajaani recognize the potential of generative AI to enhance marketing efficiency, reduce content production costs, and support creative ideation, adoption remains constrained. Participants cited limitations in originality, authenticity, and unresolved legal and ethical concerns as reasons for limiting AI’s role in content production. While prompt engineering was recognized as essential for optimizing AI-generated outputs, most engagement with it was informal and trial-and-error based, especially among non-technical users. The study also highlights significant concerns around copyright and ownership rights for AI-generated content, particularly for visual and narrative assets—a pressing issue in the creative industries.
Lastly, the research underscores the importance of localized support systems, such as those provided by Kajaani University of Applied Sciences and Game City Kajaani, in nurturing marketing capabilities and startup success within the regional gaming startup ecosystem. These findings offer context-specific insights for policymakers, educators, and startup support organizations on strategically integrating generative AI into creative marketing practices within resource-constrained entrepreneurial environments.