快讯：明星效应如何推动电子游戏取得成功

IF 6.8 1区管理学 Q1 BUSINESS

Journal of Interactive Marketing Pub Date : 2024-08-09 DOI:10.1177/10949968241274693

André Marchand, Nicolas R. Weber

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引用次数: 0

摘要

知名演员或明星显然与电影有关。如今，他们的影响力也延伸到了互动电子游戏中，其预算已达到三位数百万美元。然而，目前还没有研究涉及明星效应对视频游戏成功的经济影响，包括各种游戏特征和评论。本研究通过分析 2008 年至 2022 年间在热门分发平台 Steam 上发布的视频游戏，发现让明星扮演游戏角色会对专业评论的价值产生积极影响，而专业评论反过来又会影响游戏的成功。因此，明星可以提高游戏质量，也可以降低游戏的不确定性。不过，这种影响因游戏特质而异。基于这些结果，作者开发了一个交互式仪表盘，管理者可以用它来模拟如何战略性地利用明星效应来提高游戏的成功率。

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EXPRESS: How Star Power Drives Video Game Success

Well-known actors, or stars, clearly are relevant for movies. Today, their influence also extends to interactive video games, for which budgets have reached triple-digit millions of dollars. Yet no existing research addresses the economic impact of star power on video game success, across various game traits and reviews. Analyzing video games released on the popular distribution platform Steam between 2008 and 2022, the current study reveals that casting stars as game characters has positive effects on the valence of professional reviews, which in turn affect game success. Stars can therefore increase the quality of a game and also reduce uncertainty about it. This impact varies depending on game traits though. Based on these results, the authors develop an interactive dashboard that managers can use to simulate how they can strategically leverage star power to increase game success.

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来源期刊

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.