Marketing Strategies of Mobile Game Application Entrepreneurs

Abstract

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. Moustakas' modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages.

Study on Construct Player Identity and Support the Development of Game Community of "Honor of Kings" and "PUBG"

“…The consumer behavior scholar [28] considered e-sport from an industrial perspective to be a unique consumer-driven part of the game market that connects game companies, players, online communities, management agencies, and many other stakeholders. There are also methodological studies such as Waller [37] summarized the relevant principles that determine the success of mobile game marketing, including innovation, economic efficiency, social equity, and consumer accountability. In addition to traditional media marketing, new media such as social media are also crucial to sales.…”

Kullanicilarin Mobi̇l Oyun Terci̇hi̇nde Etki̇li̇ Olan Faktör Düzeyleri̇ni̇n Önemi̇ni̇n Beli̇rlenmesi̇

“…Bu hedeflere ulaşmak için oyun üreticileri görsel-işitsel etkileri, alışveriş ve servisleri, müşteri desteği, ürün bilgisi, güven ve denenebilirlik konusuna özen göstermektedirler (Penttinen, Rossi ve Tuunainen, 2010:14). Mobil oyun girişimcileri başarılı olabilmek için yenilikçi olmanın yanı sıra sosyal medya ve networkleri etkin kullanmaya ihtiyaç duymaktadırlar (Waller, 2015).…”

“…Oyunu kullanan kişilerin olumlu yorumlarda bulunması için sosyal ağlarla kullanıcıların birbiriyle etkileşim kurmasının sağlanması önemli olabilmektedir. Bu çıkarımlar Waller (2015)'ın sonucu olan mobil oyun girişimlerinin başarısını sosyal medyayı kullanabilme ve networklerinin belirlediği ve Park ve Kim (2013:1357'in belirttiği gibi pazarlama unsurlarının en önemli başarı kriteri olduğu bulgusu ile uyumludur.…”