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A Survey of Marketing Management for the Video Games Industry in Turkey

Marketing Management in Turkey

ISBN: 978-1-78714-558-0, eISBN: 978-1-78714-557-3

Publication date: 30 July 2018

Abstract

This chapter analyses the marketing management practices for the video games industry in Turkey. To identify the extended value chains and define the critical success factors in this local environment, we invited the members of OYUNDER – Game Developers, Designers and Publishers Association in Turkey – to participate in an online survey. The following three main research questions guided this survey: (1) How video game developer companies resolve marketing decisions, decide on their marketing mix and create marketing plans; (2) how they perceive the importance given to marketing in their industry and (3) how they measure and judge the success of their marketing activities. Results indicate that Turkish video game developers are predominantly male and young. They organise and work in small teams. They lack marketing planning as indicated by actualised versus expected revenues and marketing spendings. Only 23.7% of the participants report employing marketing-related staff and their opinions of marketing-related business partners – such as advertising and PR agencies – are negative due to these institutions’ perceived lack of industry experience. The developers mainly use social media channels and digital advertising for their marketing needs. Above-the-line advertising is the least used channel, with content, influencer and below-the-line marketing channels ranging in the middle. They report confidence in managing campaigns for social media, digital marketing and content marketing. However, they believe that they lack the skills to manage above-the-line and below-the-line marketing activities, reporting lack of capital and human resources as the main barriers. Although they believe that marketing can help them reach new customers, they are also afraid to take risks and admit to being conservative in marketing practices.

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Acknowledgements

Acknowledgments

I am grateful for the gracious support of OYUNDER – Game Designers, Developers, Producers & Publishers Association – in the distribution and the facilitation of the survey among their members and social media channels. This work reflects only the author’s views and OYUNDER is not responsible for any use that may be made of the information contained herein.

Citation

Şengün, S. (2018), "A Survey of Marketing Management for the Video Games Industry in Turkey", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Bingley, pp. 353-387. https://doi.org/10.1108/978-1-78714-557-320181024

Publisher

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Emerald Publishing Limited

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