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This case was written with publicly available information about Nintendo.

In the 1980s and 1990s, Nintendo dominated the video game industry with a market share of 90%. In 2020, Nintendo’s market share dropped to nearly 31%. This case examines a 40-year history of Nintendo, including its core strategy of video game and video game console development and its growth strategy using its intellectual property. Throughout its history, Nintendo has faced and continues to face stiff competition from Sony, Microsoft and new emerging technologies like virtual reality video games. Nintendo has the challenge of competing in a rapidly changing industry with changing customer preferences where it once had a dominant market share. Can Nintendo continue competing, relying on its core competency of developing new video games and consoles? Or moving forward, should it further define itself more broadly by continuing to leverage its intellectual property in the entertainment industry?

This case is suitable for undergraduate courses in marketing, marketing management and business strategy, or where an instructor focuses on strategic decision-making. This case will provide valuable in-class discussions on the importance of defining what a business should do and how it should grow. Additionally, this case will be useful for courses that include advanced discussions on tradeoffs between focusing on core competencies and growth by expanding into other opportunities that are not necessarily part of a business’s core strategy. A portion of this case was tested in an undergraduate marketing strategy and marketing principles course. The case created an excellent environment for critical thinking and analysis.

The purpose of this study is to survey the landscape of online collections of digital games.

First, the study identifies existing sites hosting collections and criteria that make a collection valuable for research, then it reports on sites that fit the criteria and analyzes trends.

Most sites provide simple binary downloads, but some choose encapsulation. Common metadata terms consistently include genre, year of release and publisher. Most sites claim the right to provide their collections as “abandonware,” but remove games if they are asked to.

This study was conducted using a very limited subcategory of digital games, which could be expanded in other studies. Future research may require a multilingual team to account for collections based in non–English-speaking countries. Direct communication with sites’ management may be valuable in the future as well, but was not conducted in this study.

The study identifies practices that have developed organically in this field without any guiding standards. Understanding these may aid in Humanities research into digital games, as well as potential collection development in the future.

Digital games are increasingly important as cultural artifacts, and there is a growing effort to preserve them for the future, but there are no standards for collecting and providing them. Understanding how this is currently done can help in providing access into the future for both casual and analytical use.

While game preservation is a growing and active field of research, no study has been published in recent years on this particular subject. It will be valuable for the development of future collections and for research using current ones.

Video games are often thought of as trite activities for younger generations. However, research in game studies over the last few decades have revealed that games can be valuable tools for growth and connection, particularly among older generations. Exploring the ways digital games can be used as tools for connection has gained increased attention in recent months with global quarantines as a result of COVID-19. This article reviews the research that has examined the utility of digital games for older adults, focusing specifically on the ways in which games can be tools for social connectedness and psychological healing for older adults and intergenerationally. Special focus will be placed on the role games can play for post-traumatic stress among first responders.

This paper aims to explore the characteristics of playful literacies in case study research examining digital games in secondary English classrooms. It analyzes how educators use play as a resource for meaning-making and the impacts of play on student learning.

The authors used a keyword search in relevant academic databases to identify articles within specified search parameters. This was followed by bibliographic branching to identify additional articles. Following the identification of 30 articles, two rounds of open coding were used to identify themes for analysis.

The literature revealed five types of playful pedagogical practices: single-player gameplay, turn-taking gameplay, multiplayer play, play-as-design and little or no gameplay. Discussion of these findings suggests that classroom play was a highly social activity across case studies. Furthermore, boundaries between types of play and their contributions to learning were blurred and often disrupted normative approaches to curriculum and teaching.

Given the novelty of replacing traditional texts with digital games in English classrooms, this study represents an important moment to pause and review the literature to date on a particular, understudied aspect of digital games in English curricula: their playfulness. This is especially important given the innovative ways in which digital play can shift thinking about meaning-making and narrative, two historically dominant concerns within the discipline of English.

This paper aims to investigate public library staff engagement and perceptions of video games and video game services.

Quantitative and qualitative data on staff video game experiences, perceptions and confidence were collected through an online questionnaire.

The results indicate an overall positive perception of video games in public libraries, with 87% of the respondents supporting video games in public libraries. Video game players appear to think more positively about video games and have more general knowledge about them than non-players. They also appeared to be more confident in delivering related services and were more likely to be running gaming-related events. It was concluded that staff attitudes towards video games are not a barrier to their inclusion in public libraries, as found in previous research.

Encouraging staff engagement with video games may improve their knowledge and confidence in delivering video game services, although further research is required to confirm this. There is a potentially underserved population of those aged 46–84 years, nearly half of whom play video games. Evaluation of this potentially underserved population is an interesting topic for future research.

To the best of the authors’ knowledge, this was the first survey of public library staff views towards video games in Aotearoa New Zealand, and it updates previous research in light of developments in gaming, gaming technology and the increased focus on public libraries as providers of digital technology and sites of community engagement.

The purpose of this paper is multifold. First, it is to investigate the relationship between social network sites (SNSs) usage and youth's school absenteeism. Second, it is to identify causal relationship between SNSs usage and absenteeism. Third, it is to explore whether SNSs usage causally affects youth's study–work choice after leaving high school. In addition to SNSs usage in general, abnormal SNSs usage is further discussed.

The Longitudinal Study of Australian Children (LSAC) data are utilised. Lagged variable analysis is used to alleviate reverse causality. Instrumental variable approach and the Lewbel method are used to identify causality. Random effects panel data approach (without and with IVs) is additionally applied to increase efficiency and account for individual-specific effects. Random effects approach allowing for within and between effects is applied, enabling us to control for fixed effects. The primary instrument is a dummy indicating whether a youth more often communicates with close friend electronically or face-to-face.

Using SNSs leads to significantly higher probability of a teenager being late for school, skipping class and having trouble not following school rules. The effect is more consistent regarding abnormal SNSs usage, compared to SNSs usage in general. Additionally, SNSs usage decreases the probability of a youth studying after 18 years old, even after controlling for absenteeism.

The findings in this paper highlight the importance of preventing youth (e.g. via enabling children-safe mode or setting up maximum daily access time) from overusing SNSs.

With the transition to hybrid (mixing remote and face-to-face) learning during and after COVID-19, online interactions are becoming inevitable in students' learning. The findings in this paper indicate that usage, especially abnormal usage, of SNSs increases the probability of absenteeism call for attention from stakeholders including teachers, parents and youth themselves.

This paper provides the first causal and longitudinal evidence linking SNSs usage to absenteeism and youth labor outcomes.

The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers.

A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool.

This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively.

This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers.

As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.

This work discusses gender issues related to the video game medium, addressing its production, consumption, and media repercussions. It begins with an overview of the emergence of the video game with the targeting of audiences that focused on sales campaigns to consumers along gendered lines that amplified the dominance of men in the space. The discussion then focuses on numerous ways that the gaming industry as a whole perpetuates a culture of misogyny. Empirical examples are provided of harassment, attacks, and the controversial event known as GamerGate. Subsequently, the complicated history of Brazilian video gaming development is presented to draw parallels with the development of the industry and the market in the United States. Finally, the chapter concludes with suggestions to stimulate new producers, developers, and video game scholars who are committed to building a more aware and diverse community.

The rise of interactive fitness games in the post-epidemic era has resulted in the need to establish a quality evaluation index system. This study aims to develop such a system and provide a reference for enhancing the quality of interactive fitness games.

To achieve this, interviews and questionnaires were conducted to identify the factors that influence the quality of interactive fitness games. The Kano model and SII (Satisfaction Increment Index)-Dissatisfaction Decrement Index (DDI) two-dimensional quadrant analysis were then used to explore differences in quality judgment between males and females, as well as their priorities for improving interactive fitness games.

The study revealed that males and females have different quality judgments for “rich and diverse content,” “motivational value,” “sensitive motion recognition detection” and “portability.” However, both genders share similar views on the other quality factors. In addition, the study identified differences in the priority of improvement between men and women. “Very interesting,” “effective fitness achievement,” “motivating fitness maintenance,” “sensitive motion recognition detection,” “portability” and “educational value” were found to be of higher priority for men than women.

These findings provide a valuable theoretical reference for developers and designers of interactive fitness games seeking to enhance the user experience.

Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing popularity amongst Generation Y amateur gamers. The primary objective of this study is to determine the factors influencing Generation Y amateur gamers' ongoing eSports gameplay intentions.

This study used the extended unified theory of acceptance as the theoretical framework. Data analysis included exploratory principal component analysis, confirmatory factor analysis and path analysis.

The results of the confirmatory factor analysis suggest that Generation Y amateur gamers' ongoing eSports gameplay intentions is an eight-factor model that is reliable, valid and has acceptable model fit. The results of the path analysis indicate that habit, price-value, flow, effort expectancy and facilitating conditions have a statistically significant positive influence on amateur gamers' ongoing eSports gameplay intentions, whilst social influence and hedonic motivation have a negative but non-significant influence on those intentions.

The sample was formed using only amateur eSports gamers. In this regard, the opportunity exists to research professional eSports gamers. This study only focussed on Generation Y members between 18 and 36 years old. As a result, there is an opportunity for researchers to research the different generations of South African eSports gamers to determine whether there are any differences or similarities between generational segments.

The results of this study clearly indicate that flow, together with habit are salient contributors to ongoing gameplay intentions amongst amateur eSports gamers in South Africa. A reasonable assumption that can be made here is that flow is also instrumental in encouraging habitual gaming, which increases the importance of flow in overall ongoing gameplay intentions. This suggests that R&D expenditure should be directed at enhancing user engagement by building increased levels of flow into eSports games.

eSports game developers can also achieve a desired state of flow by creating daily challenges that reward players when the players achieve specific objectives, which will encourage gamers to enter a state of flow when provided with challenges to complete. However, these in-game challenges should have a variety of levels regarding difficulty, ranging from beginner, intermediate and advanced levels so as not to exceed the effort expectancy of different groups of players. Game developers should provide regularly updated challenges to gamers to ensure that eSports games remain enjoyable and does not become predictable.

Given the nascence of research on eSports behaviour, the results of this study provide a novel addition to the knowledge pool, particularly in terms of amateur eSports behavioural intentions. Interestingly, hedonic motivation and social influence were non-significant negative predictors of Generation Y amateur gamers' ongoing eSports gameplay intentions. The recommendations provide various marketing strategies and opportunities for eSports business expansion.