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master's thesis
Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara
2016. urn:nbn:hr:209:656912
Stanković, Dora
European Business School Zagreb

Cite this document

Stanković, D. (2016). Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara (Master's thesis). Zagreb: European Business School Zagreb. Retrieved from https://urn.nsk.hr/urn:nbn:hr:209:656912

Stanković, Dora. "Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara." Master's thesis, European Business School Zagreb, 2016. https://urn.nsk.hr/urn:nbn:hr:209:656912

Stanković, Dora. "Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara." Master's thesis, European Business School Zagreb, 2016. https://urn.nsk.hr/urn:nbn:hr:209:656912

Stanković, D. (2016). 'Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara', Master's thesis, European Business School Zagreb, accessed 02 June 2023, https://urn.nsk.hr/urn:nbn:hr:209:656912

Stanković D. Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara [Master's thesis]. Zagreb: European Business School Zagreb; 2016 [cited 2023 June 02] Available at: https://urn.nsk.hr/urn:nbn:hr:209:656912

D. Stanković, "Utjecaj marketinga na uspješnost poslovanja poduzeća na području online igara", Master's thesis, European Business School Zagreb, Zagreb, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:209:656912

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Metadata
TitleUtjecaj marketinga na uspješnost poslovanja poduzeća na području online igara
AuthorDora Stanković
MentorBranka Mehulić (mentor)
Committee memberVitomir Tafra (predsjednik povjerenstva)
Committee memberZdravko Tkalec (član povjerenstva)
GranterEuropean Business School Zagreb
Zagreb
Defense date and country2016-04-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Pitanje kako marketing može pripomodi profitabilnosti pojedinih online igara, koje su najvedim dijelom besplatne, tema je mojega završnog rada. U prikupljanju materijala za završni rad suočila sam se s problemom nepostojanja bilo kakve, a pogotovo ne recentne literature, što sam na neki način i očekivala s obzirom na dinamičnost stalnih promjena ove vrste industrije – industrije online igara. Razvojem igara tijekom povijesti došlo je do popularizacije online tipa igre MMORPG-a. Riječ je o specifičnom tržištu sa specifičnom taksonomijom igrača. Marketing je trebao pronadi način kako se prilagoditi online poslovanju u odnosu na dotadašnje tradicionalno igranje putem različitih konzola te pronadi način kako potaknuti želju na sasvim novom tržištu igara – prelasku na online igre. Naime, u virtualnom svijetu online igrica trguje se virtualnim dobrima koja predstavljaju određenu vrijednost avatarima, virtualnim identitetima. Vrijednost dobra procjenjuje se njihovim utjecajem na gameplay. U samim početcima online igara, alati za razmjenu bile su pretplatne kartice, no danas se sve više prelazi na izravnije modele razmjene valuta i to unutar samih igara. Istraživanja su pokazala da se najvedi prihodi generiraju putem velikog broja mikrotransakcija (transakcija od svega par dolara/eura). Tijekom 2014. godine broj korisnika online igre Dragon's Prophet, koja je predmet istraživanja u okviru moga završnog rada, iznosio je 1.008.060, a ukupno vrijeme utrošeno na online igranje tijekom 2014. godine iznosilo je 12.500.000 minuta ili nešto više od 23 godine. Kako se očekivao znatno vedi prodor ove igrice na online tržištu, temeljeno na podatcima iz 2013. godine, na primjeru Dragon's Propheta možemo dakle vidjeti neuspjele pokušaje implementacije marketinga u dizajn igre te kako je zbog nekoliko neuspjelih promocija i nerazumijevanje potreba korisnika došlo do velikoga pada prihoda poduzeda u odnosu na očekivani prihod. Zaključak je kako marketing doista može utjecati na uspješnost poslovanja poduzeda te da se mora prilagoditi novom načinu poslovanja, odnosno da svoje klasične mehanizme i alate mora transformirati i ugraditi u sam dizajn igre. Tako de marketing izravno potaknuti korisnike na potrošnju i povedati profitabilnost kreatora igre.
Abstract (english)
The question How can marketing contribute to the profitability of online games is the theme of my final paper. While collecting material for the paper I had to confront the problem of absence of the relevant literature, especially the recent one, which I had expected due to continual changes in the industry – the online games industry. The development of games in the course of history has resulted in popularizing the online version of the MMORPG (massively multiplayer online role-playing game). It was marketing whose role was to find a way to adapt to online business in relation to former traditional playing through various consoles and it also had to find a way how to encourage a desire for moving to online games. Namely, in the virtual world of online games it is traded with virtual goods that represent a certain value to avatars, virtual identities. The value of goods is estimated by their influence on gameplay. In the very early days of online games the tools for the exchange were prepaid cards whereas nowadays more direct models of currency exchange are being resorted to. Studies have shown that most revenues are generated by a large number of microtransactions. (transactions of only a few dollars / euros). During 2014 the number of users of online game Dragon's Prophet, which is the subject of research within the scope of my final paper, was 1.008.060 and the total time spent on online gaming during 2014 amounted to 12.5 million minutes or a little more than 23 years. As much greater online market penetration was expected in the case of Dragon's Prophet, based on data from 2013, one can see the failed attempts in implementing marketing in the design of the game as well as some unsuccessful promotion and lack of understanding of user needs which resulted in the decline of company's revenues. One can conclude that marketing can really affect the business performance and that it should comply with the new ways of doing business; in other words, its classical mechanisms and tools must be transformed and incorporated into the design of the game. In this way marketing will directly encourage consumption and increase the profitability of game creators.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:209:656912
Study programmeTitle: Graduate study program Management of small and medium enterprises
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ica ekonomije (stručni/a specijalist/ica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-05-06 12:51:07