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Trends in marketing of computer games
Němečková, Petra ; Klimeš, David (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis deals with marketing of computer games with a focus on promotion. The game market is currently over-saturated, and companies are looking for ways to design and communicate their product in order to differ from a huge amount of similar titles. At first, the work focuses on the marketing mix of digital games, describing the specifics of the product of this market, the way of financing and the distribution channels, and introducing the reader to the new area of digital distribution. It is also necessary to define consumers and fans in order to complete the mix. Then, the work focuses on promotion, which is examined in detail through the framework of the communication mix. For the needs of the work, the mix was extended in the field of online communication and community work. The thesis asks in which way the games are specific, and how their communication is different. The work shows trends in communication, and at the same time demonstrates trends in the practical part. This part consists of a case study on the Witcher III: the Wild Hunt. Theoretical knowledge is linked to practical use here. Theory is also tested by a questionnaire survey that identifies what communication activities were so significant that they captured the player's attention. The work summarizes marketing...
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