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The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

The purpose of this study was to create a more balanced, comprehensive and valid illustration of the relationships between casino gaming volume and employment during economic downturns in urban and rural locations in nondestination gaming states.

This study analyzes gaming volumes and employment prior, during and after the recession of 2007–2009, using a time series with intervention analysis on a monthly coin in, table drop and regression analysis on employment impacts of casinos.

Findings indicate that while there was a slight drop in gaming revenue and employment figures during the economic downturn, nondestination gaming locations such as Indiana proved relatively resilient to an economic downturn.

The Great Recession had no significant impact on gaming volume because gamblers chose to spend their more limited entertainment dollars on less expensive gaming options; in other words, casinos closer to home requiring the expenditure of fewer dollars on travel and/or hotel rooms. The current pandemic and pressures of the macro-environment again threaten the US gaming and casino market with an economic downturn and the results of this study are as timely as ever for hospitality professionals and social scientists to understand the behavior of casinos in recessionary environments.

This paper aims to verify how the intellectual property (IP) box affects firms’ effective tax rate, growth and innovation activity outcomes related to intellectual property rights.

Implementing the innovation box regimes into the tax system intends to encourage firms to engage in more innovative activities. In UK, Italy and Poland, the IP box tax relief was introduced in 2013, 2015 and 2019, respectively. In return, companies may reduce their tax rate to increase their investment and innovativeness. With a panel model approach – system GMM and DiD with multiple time periods – it analyses data from the Orbis database for 2011–2019 of 673 firms from the gaming industry in 11 countries and hand-collected data on intellectual property rights protection. The authors study public and private companies from the gaming sector in leading European markets and all three countries that protect intellectual property rights of software (Japan, South Korea, the USA).

Recent reforms enable gaming companies to use preferential tax treatment for IP-related income and significantly impact a firm’s revenue growth.

Nevertheless, European gaming firms require time to leap the gap to the growth and innovativeness of countries that protect software.

The authors show that the IP box stimulates gaming firms to protect IP via wordmarks, figurative marks, trademarks and software patents that bring effects in five years. Despite the critics against IP box, the authors prove its lagged efficiency, especially in profitable and larger firms.

The purpose of this paper is to present a methodology for research through game design and discuss how simulation games can be used to bridge the gap between operational exercises and simulation or analytical modelling and to provide guidelines on how simulation games can be designed for different research purposes in the context of humanitarian logistics.

This paper combines a literature review on gaming as a research method with an analysis of requirements for humanitarian logistics research methods. Starting from this theoretical framework, the authors develop a design thinking approach that highlights how games can be used for different research purposes. To illustrate the approach, the authors develop two different game set-ups that are of increasing fidelity and complexity. Finally, the authors discuss the results of the evaluation of both approaches, reflect on the design choices and provide recommendations for research and practice.

Gaming is a suitable research method to explore and analyse behaviour and decisions in emergent settings that require team work and collaborative problem solving. Especially when safety and security concerns may hinder access and experimentation on site, gaming can offer a realistic and engaging quasi-experimental environment. The aspects of engagement and realism also make gaming a suitable tool to combine training and research.

Although the use of games has attracted some attention in commercial supply chain management and crisis response, there is no systematic overview of gaming as a research method in humanitarian logistics. This paper is set to make a headway in addressing this gap by proposing a concrete approach to design games for humanitarian logistics research.

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.

Narrative-driven, choice-based games, games that allow gamers to make decisions regarding the game characters and storylines, can bring forth emotional changes in their players and offer empathy during scenarios that a player may not experience in real-world situations. Therefore, they can be used as tools to help with gender nonconforming (GNC) individuals’ resilience regarding their gender identities. This study explores GNC peoples’ game-playing experiences with choice-based games, especially how such experiences help them gain resilience and shape their gender identities.

This study follows the classic phenomenological approach to understanding the experience of GNC gamers’ resilience experience from their own perspectives. In-depth interviews were conducted with 12 GNC participants, aged between 18 and 34. Each interview lasted 45–90 minutes. Interviews were transcribed and coded using NVivo R1. The essence of meanings was identified using themes and interpreted through qualitative analysis.

This paper identified six gender- and resilience-related common themes within GNC people’s gaming experiences, including 1) character creation: exploring gender identity through an avatar; 2) self-exploration and experimentation in games; 3) resonating experiences; 4) positive inclusive features in games; 5) storytelling and involving the player and 6) your actions have meaning.

The themes, patterns and game features identified in this study may provide insight into potential resilience-building activities for GNC people. They may inform digital mental health interventions, information services and game design practices.

Equity, inclusion and social justice have become a significant theme in today’s society. This study focuses on a marginalized community, GNC people and their mental health and resilience building. Results of the study will contribute to the understanding of this community and may inspire more intervention methods to help them cope with stress and difficult situations.

Research on gaming’s health benefits for the general population has been abundant, but studies about using games to help the LGBTQ+ community have been largely overlooked until recent years. Research on casual games’ mental benefits for LGBTQ+ people is particularly lacking. This research is one of the first in-depth, comprehensive investigations of GNC individuals’ resilience experiences with a particular type of casual video games, choice-based games. The phenomenological study offers rich description of gaming and gender identity exploration from gamers’ viewpoints.

This study aimed to develop the Thai gaming disorder scale (T-GDS) in children and adolescents to serve medical staff and investigate the effectiveness of the scale.

This is a research and development study. In total, 217 participants were children and adolescents between 8–18 years, then classified into four groups according to Children's Global Assessment Scale (CGAS). The T-GDS was developed; its content validity was then investigated by three experts. Mock assessment was conducted on 15 individuals replicating the actual sample group before the assessment was tested on the sample group by two medical staff. The quality of the scale is assessed through reliability, validity and cut-off point analysis.

Exploratory factor analysis (EFA) extracted four components with 18 items meeting the criteria and have Cronbach's alpha of 0.95. The analysis of ROC curve, to determine the cut-off point, associated the mild game addiction group with T-GDS score = 14; moderate group score = 28; and severe group score = 42.

Investigation of cut-off point by practitioners is vital to compare whether it aligns with the point determined by doctors in game addiction diagnosis. Future research should select critical item in order to reduce the number of questions and construct validity should be examined using confirmatory factor analysis.

This paper provides a comprehensive insight regarding severity of game addiction based on related criteria. As a result, treatment appropriate for each type of severity could be enhanced.