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Playing To Win: The Effects Of Implementing Gamification Strategies In Product Marketing, Sabrina Stone
Playing To Win: The Effects Of Implementing Gamification Strategies In Product Marketing, Sabrina Stone
CMC Senior Theses
Let’s play a game. What effect do you think video games have on twenty-first-century marketing? In this age defined by its nature of digitality, capturing the attention of consumers is an arduous competition. Through market segmentation, research, and the observable variables of consumer behavior, product marketing has turned to video games as a solution to appeal to younger demographics. Gamification is an increasingly applied product marketing strategy employed to increase favorable metrics. Of those key performance indicators (KPIs), boosted measures such as click-through rates, impressions, and engagement rates suggest that gamification is a strategic opportunity to persuade consumers to take …
Esports In Korea: A Study On League Of Legends Team Performances On The Share Price Of Owning Corporations, Filbert Goetomo
Esports In Korea: A Study On League Of Legends Team Performances On The Share Price Of Owning Corporations, Filbert Goetomo
CMC Senior Theses
This thesis utilises event studies to measure the impact of League of Legends Esports s teams on the share prices of their main sponsors and parent company, namely, the CJ Corporation, Korean Air, the Kt Corporation, Samsung Electronics Co Ltd and SK Telecom. Hypothetically, the success of a team, the acquisition of a major player or the beginning of a sponsorship would have a positive effect on the corporation reflected in an increase in the firm’s daily share price returns. Results showed that this was indeed true especially for a team’s success in large competitions such as the SBENU Summer …
Diversity And Innovation: The Effects Of Diverse Creator Teams On Video Game Characteristics And Sales, Jill C. Rosok
Diversity And Innovation: The Effects Of Diverse Creator Teams On Video Game Characteristics And Sales, Jill C. Rosok
CMC Senior Theses
I analyze the effects of gender diversity on video game production teams. I hypothesize teams with greater gender diversity produce more games with uncommon characteristics than less diverse teams, and the games these teams develop generate higher revenue and unit sales compared to games developed by less diverse teams. I find teams with more women disproportionately develop games that are non-violent and have playable female leads. I examine whether there is an optimal ratio of women to hire for each game genre in order to maximize revenue by analyzing the relationship between the percentage of women on a team in …