Targeting and activating the Y and Z generation through Gaming

Tischler Marcell (2021) Targeting and activating the Y and Z generation through Gaming. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In the past 10 years, appreciation of marketing channels whose aims are targeting the younger generation, has been increased. Conscious companies with a long-term marketing strategy need to address this crowd essentially. After all, over the next 20 years, their most prosperous loyal customers will emerge and those who think further will discover that not only must they sell their products and services to this target group, but they must also be able to sell themselves in the job market. The value of a modern and fresh-minded workforce will multiply in the coming years. Young people between the ages of 14 and 39 consume almost no traditional media. Their primary area of ​​interest - from a marketing point of view - is shifted to digital contents which are closely related to gaming. That is why they need to be found and spoken to authentically on the platforms where they spend most of their free time. In my dissertation, I present the media-, streaming-, and social platforms via which the majority of this generation can be reached and activated effectively. I demonstrate the communication techniques, appearances, and attitudes of endemic and non-endemic brands in successful campaigns using worldwide marketing industry samples. The paper introduces areas about gaming platforms and gaming media, esports related contents and gamified marketing solutions which are targeting and activating mainly the Y and Z generation. I discuss the video game industry's characteristics and how a successful game can grow its community engagement, as well as how businesses can capitalize on these hypes. The thesis includes the research and introduction of online media platforms writing about the video game industry, examining gaming streaming platforms, gaming related social platforms and their impact on their target groups and consumer base. Also covers how some esports teams became not only brands but influencer agencies and how their roles changed in the industry. Furthermore, explains the method of gamification and how it is applied in marketing, even in some cases employer branding. Literature which the paper uses, are existing researches and papers about the topic. Additionally, for the purpose of primary research, I made contact with industry specialists and conducted in-depth interviews with them to gain insight into the market. As a result of my high interest in this subject, I have acquired experiences that are referenced throughout the work. My aim is to show why the areas mentioned above may become an increasingly important marketing interface over traditional media in the coming years. I give an overview of the methods and attitudes that marketing teams - whose products or services target the younger generations - can launch campaigns in these areas.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21st Century, game, marketing, online marketing, youngsters
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Ápr. 02. 09:57
Utolsó módosítás:	2022. Ápr. 02. 09:57

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