Towards a responsible gaming ecosystem: a call to action

Abstract

Purpose

Drawing from transformative service research (TSR) and service ecosystem perspectives, the author seeks to provide multi-level insights into gaming service systems and call to action how this knowledge can contribute to cultivating socially responsible gaming by addressing the following research questions: What insights from service ecosystem and TSR literature can help optimise value co-creation and cultivate socially responsible practices in digital gaming services? What future research directions could advance the understanding of digital gaming services and their potential to develop a responsible gaming ecosystem that balances social well-being with commercial success?

Design/methodology/approach

Adopting a conceptual approach of theory synthesis and adaptation, the author discusses four overarching themes alongside key research gaps and directions crucial for understanding the dynamics of gaming ecosystem.

Findings

The central themes – “Exploring individuals as game service consumers”, “Gaming service exchange dynamics among meso-level stakeholders”, “A macro lens to gaming service ecosystem” and “The complexities of multi-actor dynamics and interdependencies” – shed light on how responsible services can be fostered.

Research limitations/implications

Given the absence of a well-defined scope for understanding responsible gaming, future research should develop a typology to capture its multifaceted aspects. Expanding beyond micro-level analysis, conducting consultation interviews with industry practitioners and policymakers can contribute insights into promoting responsible gaming services.

Social implications

The author offers insights for the game players, designers and developers, service providers and policymakers to promote a healthy gaming culture.

Originality/value

Through this research, the author advances the understanding of gaming as a service by illuminating value co-creation and co-destruction within an interconnected gaming service ecosystem through the lens of TSR. Such understanding empowers businesses to prioritise consumer welfare in their decision-making and practices.

Citation

Yap, S.F.(C). (2024), "Towards a responsible gaming ecosystem: a call to action", Journal of Services Marketing, Vol. 38 No. 9, pp. 1132-1150. https://doi.org/10.1108/JSM-05-2024-0222