Title: What we know and do not know about video games as marketers: a review and synthesis of the literature

Authors: Ayhan Akpınar; Muhammet Ali Tiltay

Addresses: Department of Business and Management, KTO Karatay University, Turkey ' Department of Marketing, Eskişehir Osmangazi University, Turkey

Abstract: The video game industry (VGI) has evolved considerably, transitioning from a niche market to a substantial sector. The VGI's magnitude and the societal implications tied to video game consumption have naturally piqued the interest of scholars in marketing and consumer behaviour. This research serves a dual purpose: firstly, it consolidates existing VG literature by evaluating articles, concepts, and methodologies, systematically tracing their evolution; secondly, it outlines potential directions and implications for forthcoming research. Within this literature, a predominant focus lies on articles investigating purchase decisions concerning VGs, followed by those exploring the integration of video game consumption into broader social contexts. Notably, a limited number of articles delve into player-game interactions and experiences within gaming worlds. This imbalance can be attributed to the fact that such inquiries are often suited to psychology and multidisciplinary journals, while the marketing discipline has predominantly addressed the VGI from a marketing management standpoint.

Keywords: video games; literature review; video game industry; VGI; entertainment; computer games.

DOI: 10.1504/IJEMR.2024.141829

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.6, pp.733 - 766

Received: 27 Apr 2022
Accepted: 31 Oct 2022
Published online: 02 Oct 2024 *

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