Social features in hybrid board game marketing material

Nummenmaa, Timo; Kankainen, Ville

doi:10.1145/3337722.3341864

Cited by 4 publications

(3 citation statements)

References 8 publications

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“…In our case, the data-driven method provides the guidance to collect both the channel and in-game data and extract useful information by comparative analysis and correlation analysis and drive the actions about marketing promotion. Compared with the previous game marketing research [17][18][19][20][21], how to help indie game developers with mobile game marketing is meaningful. It is crucial for indie game developers to use BI to make the right decisions about which channels to put more marketing budget for user acquisition, revenue and solve potential problems for each channel promotion.…”

Section: Discussionmentioning

confidence: 99%

“…This data mining approach is based on data revealing players' inclination toward a particular game genre. Nummenmaa and Kankainen [18] identify the key social features in the marketing and promotional material of hybrid board games. The features are identified by exploring sources such as game websites and game boxes of hybrid board game products.…”

Section: Related Workmentioning

confidence: 99%

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Data-driven Method for Mobile Game Publishing Marketing Promotion

Backlund

Engström

et al. 2021

2021 IEEE International Conference on E-Business Engineering (ICEBE)

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Marketing is vital for game businesses. However, it is hard to reach the target audiences and choose the right marketing strategies for different user acquisition channels in mobile game publishing. This paper shows how business intelligence can guide independent (indie) mobile game developers to do marketing promotion based on a data-driven method. We apply and extend the ARM funnel model from social game publishing to mobile game publishing and provide a data-driven method to evaluate the marketing promotion performance. First, in order to address indie game marketing challenges, we propose a data-driven method by defining key metrics and applying two different analysis methods for assessing mobile game marketing promotion. Second, we apply our data-driven method to an indie mobile game project and guide the indie game studio to determine the potential marketing promotion issues. Third, we also provide suggestions on improving marketing performance based on analysis results, especially by differentiating between channels. Finally, we summarize how our method can be generalized and used to guide indie mobile game marketing promotion, find highquality channels for user acquisition, improve the marketing promotion effect, and discuss future research work.

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Section: Discussionmentioning

confidence: 99%

Section: Related Workmentioning

confidence: 99%

Data-driven Method for Mobile Game Publishing Marketing Promotion

Backlund

Engström

et al. 2021

2021 IEEE International Conference on E-Business Engineering (ICEBE)

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“…Rogerson et al identified roles of digital tools in hybrid board games (e.g., calculation, storytelling, randomization) [73], attitudes towards digital augmentations [78], and analyzed existing commercial hybrid board games [77]. Mandryk et al [55] and Kankainen et al [46] further explored social components [64] of hybrid board games, as they mediate social interactions in addition to interactions with the game itself [35]. More specific design guidelines are also present in the space, and, for instance, include "customizability" [47] or "aesthetics" [47], aspects we embrace with DungeonMaker.…”

Section: Hybrid Board Gamesmentioning

confidence: 99%

DungeonMaker: Embedding Tangible Creation and Destruction in Hybrid Board Games through Personal Fabrication Technology

Stemasov,

Wagner,

Askari

et al. 2024

Proceedings of the CHI Conference on Human Factors in Computing Systems

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Hybrid board games (HBGs) augment their analog origins digitally (e.g., through apps) and are an increasingly popular pastime activity. Continuous world and character development and customization, known to facilitate engagement in video games, remain rare in HBGs. If present, they happen digitally or imaginarily, often leaving physical aspects generic. We developed DungeonMaker, a fabrication-augmented HBG bridging physical and digital game elements: 1) the setup narrates a story and projects a digital game board onto a laser cutter; 2) DungeonMaker assesses player-crafted artifacts; 3) DungeonMaker's modified laser head senses and moves player-and non-player figures, and 4) can physically damage figures. An evaluation (𝑛 = 4 × 3) indicated that DungeonMaker provides an engaging experience, may support players' connection to their figures, and potentially spark novices' interest in fabrication. DungeonMaker provides a rich constellation to play HBGs by blending aspects of craft and automation to couple the physical and digital elements of an HBG tightly. CCS CONCEPTS• Human-centered computing → Human computer interaction (HCI); • Applied computing → Computer games.

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Machine Learning Self-Tuning Motivation Engine for Telemarketers

Luise

Borgia²

2022

Sustainable Smart Cities

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Social features in hybrid board game marketing material

Cited by 4 publications

References 8 publications

Data-driven Method for Mobile Game Publishing Marketing Promotion

Data-driven Method for Mobile Game Publishing Marketing Promotion

DungeonMaker: Embedding Tangible Creation and Destruction in Hybrid Board Games through Personal Fabrication Technology

Machine Learning Self-Tuning Motivation Engine for Telemarketers

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