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1 – 10 of over 44000
Article
Publication date: 30 May 2018

Yan Feng, Jia Lu and Yeujun Yoon

Experiences of high quality games between top-class sports teams could influence sports fans’ decision to attend the domestic sports games. For example, soccer fans who…

Abstract

Purpose

Experiences of high quality games between top-class sports teams could influence sports fans’ decision to attend the domestic sports games. For example, soccer fans who watched the World Cup games between the best national teams are likely to be disappointed with the performance of their domestic league teams after the World Cup event, while more people might be attracted to watch a soccer game because of their increased interest in soccer games. The purpose of this paper is to investigate how the international sports event (i.e. the World Cup) influences the demand of the domestic sports league games in the non-hosting country.

Design/methodology/approach

To test these antithetical hypotheses, the authors collect the Chinese Super League game-level data from 2004 to 2011. For analysis, the authors propose two empirical models rigorously developed based on previous sports marketing theories.

Findings

The findings are surprising compared to previous studies for the hosting countries or countries that performed spectacularly during the World Cup tournaments. The authors find that the international event negatively influences the attendance of domestic games. Specifically, it gives salience to the competitive quality of a match and helps enhance the impact of star players. Furthermore, the authors find evidence of dynamic effects of the international event.

Originality/value

The study contributes to the previous sports literatures by expanding our understanding of the effect of international sports events. Particularly, the results shed light on international events’ impact on the domestic sports league demand in more general conditions based on its influence on people’s behavior, rather than focusing on the effect caused by facility development or dramatic performance during the international event.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 8 March 2022

Cony M. Ho

The majority of research to date has focused on how to leverage the effectiveness of in-game marketing campaigns. However, the author’s understanding of how to segment…

Abstract

Purpose

The majority of research to date has focused on how to leverage the effectiveness of in-game marketing campaigns. However, the author’s understanding of how to segment consumers for game consumption is limited. This research aims to focus on how consumers’ political ideology could influence consumers’ game choices.

Design/methodology/approach

This study used one state-level Google trend data and two experiments to show the effect of political ideology on consumers’ game choice.

Findings

This study found that liberals prefer non-persistent world games and conservatives prefer persistent world games. These effects occur because consumers’ political ideology alters their motivation to search for new opportunities, and this motivation, in turn, determines their choices. Finally, this study demonstrates the moderating role of brand familiarity in the effect of political ideology on game choice.

Research limitations/implications

This study offers a new angle for game and marketing research about how consumers’ beliefs such as political ideology can change consumers' thoughts and preferences about games.

Practical implications

This study offers new insight into the gaming industry and marketers. They can use political ideology as a new and effective way to segment consumers.

Social implications

These findings offer important insights into the ubiquitous nature of games in consumers’ everyday lives by detailing how political ideology influences game choice.

Originality/value

This paper fulfills an identified need to study how an important industry such as gaming can be effectively segmented through an important factor such as political ideology.

Details

Journal of Consumer Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 2 March 2022

Wen-Lung Shiau and Li-Chun Huang

Augmented reality (AR) has become a trend, and the effects of Pokémon Go, the most popular online and mobile game, have been explored in many studies. However, few studies…

Abstract

Purpose

Augmented reality (AR) has become a trend, and the effects of Pokémon Go, the most popular online and mobile game, have been explored in many studies. However, few studies have developed questionnaires of fit to investigate the relationship between the fit and the integration of the game's virtual world and reality. The paper intends to integrate the models of stimulus-organism-response (S-O-R) and information systems success with cognitive fit theory to explore the fit and reactions of users in the integration of real and virtual worlds.

Design/methodology/approach

Following MacKenzie's scale development, two surveys were conducted. The first survey was conducted to perform a scale development of fit. The second survey was collected from 315 Pokémon Go players to validate the fit scale and it was analyzed via structural equation modeling.

Findings

The results show that scale development of fit has good reliability and validity. Furthermore, game information quality, game system quality and virtual (Pokémon) characteristics have significantly positive effects on cognitive and emotional fit. Cognitive and emotional fit have significant positive effects on user satisfaction, and user satisfaction has significant positive effects on continued intention to play. The results suggest that maintaining the quality of the game and improving the virtual interface will provide a better fit between the real and virtual worlds, enhancing user satisfaction with the fit as well as their intention for continued use.

Originality/value

Although fit has been widely studied in various contexts, the application of AR has been rarely discussed. This study develops a scale of fit and takes Pokémon Go as the subject to validate the fit measurement and discuss players' cognition and feelings regarding the game. The authors measure user reactions to different stimuli and explore cognitive and emotional fit as well as the integration of virtual worlds and reality. In sum, to the best of the authors’ knowledge, this is one of the earliest studies to explore and develop a cognitive and emotional fit scale for future researchers and practitioners.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 8 February 2016

Cindy L Anderton and Elizabeth M King

This study aims to build on Gee’s (2003) earlier question exploring specifically the learning processes associated with broadening cultural empathy and exploring personal…

716

Abstract

Purpose

This study aims to build on Gee’s (2003) earlier question exploring specifically the learning processes associated with broadening cultural empathy and exploring personal bias through gameplay in the role-playing game, Oblivion.

Design/methodology/approach

Methodology for this case study (Stake, 1995) was informed by narrative (Reissman, 2001) methods that focused on collecting descriptions of the unique experiences of participants while being engaged in gameplay and their personal reflections synthesizing game-based engagement and course content. “Narrative research offers the possibility of exploring nuances and interrelationships among aspects of experience that the reader might better understand other related situations” (Josselson, p. 239). Our study focused on using narrative research methods to examine embodiment within the fictional world of the game as an experiential participatory-learning experience.

Findings

All participants indicated that the most salient learning experiences of the course was playing the game. The process participants underwent the experience of an event in the game and linked this gaming experience to their personal real-life reaction combined with emotions and thoughts. They then self-reflected on those reactions, which cumulatively contributed to self-reported increased self-awareness in the areas of personal bias, stereotypes, attitudes, values, beliefs and privilege. Three themes were identified from the data, namely, increase or variance in levels of self-awareness, navigating unfamiliar cultural systems and increased understanding and cognitive empathy for others. In addition, a fourth additional theme of embodiment and the value of embodiment were identified.

Research limitations/implications

Lacking in the findings were reports by participants regarding application of skills to different cultural populations. Future research will focus on how integration of application of skills can be facilitated using similar pedagogical practices. Because this study included a small number of participants who were counseling students in a master’s program, the applicability of the findings to other student populations is limited. Further research would need to determine whether or not the findings could be replicated with other types of students.

Practical implications

Embedding the intervention within the structure of a course appeared to provide a supportive and safe space for experiencing embodied selves, it also provided a mode for performing their future selves for and with colleagues experiencing similar situations. In this way, they were able to venture with and among their colleagues toward a fuller understanding of self, and particularly in conjunction to diverse populations. These features of the intervention appeared to work in concert together holistically affording a space where they could be vulnerable enough, open enough, to begin questioning their central thoughts and beliefs and increase their empathy for others who are different.

Social implications

Using the game of Oblivion allowed our students to have an embodied experience in a virtual space where they got to experience being in a completely different culture and experience culture shock. They had to make decisions that forced them to review their belief systems, go against their belief systems, or explore options that were against their belief systems in a safe way with no real-life repercussions. This embodied experience allowed our participants to engage in behaviors that none would dare to do in their real world and provided a comfort zone to explore taboo subjects.

Originality/value

Embedding the game within the curriculum encouraged participants to experience feelings of embodied empathy (Gee, 2010). Oblivion assisted in this process by providing participants the opportunity to gain entry into a unique designed world, a realistic but pseudo-cultural world replete with social and institutional structures both familiar and foreign to their real life. This appeared to provide a realistic manifestation of self, positioning participants toward experiencing embodied empathy for the designed scenarios in the game.

Details

On the Horizon, vol. 24 no. 1
Type: Research Article
ISSN: 1074-8121

Keywords

Book part
Publication date: 20 August 2020

Chloé Germaine Buckley

Cultural perceptions of the zombie have shifted dramatically in the twenty-first century. No longer only associated with anxiety and fear, zombie fiction often appeals to…

Abstract

Cultural perceptions of the zombie have shifted dramatically in the twenty-first century. No longer only associated with anxiety and fear, zombie fiction often appeals to pleasure. One source of pleasure comes from ludification, the process whereby game-like principals and gameful elements shape non-game activities. Increasingly, print fiction borrows from games and uses ludic elements to shape narratives. As such, it has become embedded in convergence culture, a dynamic media ecology where top down processes compete with bottom up processes. This chapter argues that ludified zombie fiction brings this media ecology into sharp relief, revealing ways that gamification and ludification are just as apt to reinforce capitalist processes of commodification and neo-liberal ideologies of power as they are to dismantle them. Through a close reading of three contemporary zombie fictions, this chapter exposes tensions and contradictions in ludification. The dead body of the zombie, the nihilistic landscape of the post-zombie apocalypse and the futility of human endeavour in the face of walking death are all elements of genre that undercut the gamified pursuit of external utility-oriented goals. The chapter explores these knotty ethical and ideological problems, not only considering the zombie apocalypse as a gameful space for rethinking social organisation, but also recognising it as a platform for the promotion of neo-liberal ideologies that perpetuate existing power inequalities through coercive disciplinary regimes.

Details

Death, Culture & Leisure: Playing Dead
Type: Book
ISBN: 978-1-83909-037-0

Keywords

Article
Publication date: 28 October 2021

Jihye Park and Dongwoo Ko

The purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game

Abstract

Purpose

The purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game enjoyment and continuing behavioral intention.

Design/methodology/approach

A total of 355 mobile AR game players participated in an online survey posted via the nationwide crowdsourcing web service in the US. A structural equation modeling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.

Findings

Results of structural equation modeling revealed the mechanism through which multiple dimensions of presence on the mobile AR game generated positive effects on consumer responses and showed the effects of four dimensions of presence stimulated by the AR technology on game enjoyment, performance and behavioral intention. Content, spatial, temporal and social presences are integrated to create a sense of realness. These dimensions of presence simultaneously increased game enjoyment that influenced the perceived game performance, commitment to it and ultimately the intention to play other mobile AR games.

Originality/value

Although AR technology brings a unique experience to the game player, research on the effects of its use in mobile games on consumer responses is currently limited. The results of this study add value to the existing mobile game literature and provide practical insights for mobile game service providers on how to enhance players’ game enjoyment and continuing behavior.

Book part
Publication date: 28 August 2020

Matthew Spokes

Abstract

Details

Gaming and the Virtual Sublime: Rhetoric, Awe, Fear, and Death in Contemporary Video Games
Type: Book
ISBN: 978-1-83867-431-1

Article
Publication date: 21 May 2010

David C. Wyld

The purpose of this paper is to provide an overview of the fast‐growing virtual world, focusing on the appeal of these environments for the “digital native” generation and…

3596

Abstract

Purpose

The purpose of this paper is to provide an overview of the fast‐growing virtual world, focusing on the appeal of these environments for the “digital native” generation and the growth of Second Life.

Design/methodology/approach

The paper examines the latest research on virtual worlds and Second Life, examining the corporate presence “in‐world,” as well as the economic, technical, legal, ethical, and security issues involved for companies doing business in the virtual world.

Findings

The paper shows that Second Life and virtual worlds hold great opportunities, along with significant downsides, for companies.

Research limitations/implications

The research is limited by the very fact that this is a fast‐developing, fast‐changing area, constantly generating both new opportunities and new issues/challenges.

Practical implications

With projections that 80 percent of all internet users will be involved in virtual worlds by 2011, it is important that executives and academicians be knowledgeable about these 3D internet environments.

Originality/value

The paper traces the development of virtual worlds in the larger context of the growth of online gaming as a form of entertainment and interaction. It takes an objective look at the benefits and pitfalls for organizations looking to engage in Second Life and other virtual worlds.

Details

Management Research Review, vol. 33 no. 6
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 1 November 2006

Edward Castronova

Macro goals: To alert the telecommunications policy community to the emergence of persistent online worlds as a communications and policy issue. Also to provide game

1520

Abstract

Purpose

Macro goals: To alert the telecommunications policy community to the emergence of persistent online worlds as a communications and policy issue. Also to provide game industry decisionmakers with solid economic research on which to base policy decisions. Third, to connect these two communities to each other, for mutual benefit. Micro goals: to conduct a solid cost‐benefit analysis of a knotty problem in game economics: what to do about people who break the rules and use real money to buy game items (swords, wands, gold pieces, etc.)

Design/methodology/approach

Traditional cost‐benefit analysis. Consumer surplus analysis of externality effects, with a parameterized estimate of effects sizes.

Findings

Real‐money trading acts as a negative externality on the game subscription market. Seems likely to amount to several million dollars per 100,000 users per year.

Research limitations/implications

The effects sizes are simulated only. More data from the game industry are needed before one can put a solid dollar estimate on them. Also, much of the material in the paper had to be really elementary in order for the results to make sense for both policy economists and game industry analysts.

Practical implications

The analysis indicates a prima facie case for public policy intervention to help shield synthetic worlds from the deleterious effects of the global gold farming industry.

Originality/value

Interest in real‐money trade in gaming is growing, as indicated by the extent of online discussion by gaming scholars. Despite this, the literature on the economic and policy issues raised by the topic is limited. The article is an original piece of work that takes understanding forward.

Details

info, vol. 8 no. 6
Type: Research Article
ISSN: 1463-6697

Keywords

Article
Publication date: 1 September 2004

Nathan Combs

Interactive learning seeks to leverage ideas and techniques from entertainment games to enhance its own quality. The challenge posed by a video game is that it can be a…

1441

Abstract

Interactive learning seeks to leverage ideas and techniques from entertainment games to enhance its own quality. The challenge posed by a video game is that it can be a complex dynamic of technologies, craft, and art shaped into a coherent and engaging whole. The relationship between the participant and his virtual world is an intelligent one – varying through the twists and turns of the interactive narrative. The artificial intelligence used by a game is the glue that binds the game elements to a complete user experience. Understanding how it is used in this brave new world of immersive, interactive, education is necessary if we are to understand its capabilities and limitations.

Details

On the Horizon, vol. 12 no. 3
Type: Research Article
ISSN: 1074-8121

Keywords

1 – 10 of over 44000