The connection between sales and branding within the gaming industry, specifically in League of Legends

Ary Antónia Nikolett (2024) The connection between sales and branding within the gaming industry, specifically in League of Legends. Faculty of Commerce, Catering and Tourism.

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Abstract

The goal of this research is to analyze the perception of brand image in the video game industry in connection with sales. To present and discuss the role of building brand image in online games, specifically within League of Legends developed by Riot Games back in 2009. The research also aims to explore and identify the relationship between brand image and video games as a brand. Through these results, I will try to prove the following hypotheses: 1. Visual experience is a highly influential factor of player engagement, which is to be an ultimately informing strategy of sales. 2. Players are driven by the force of the gaming experience and do not place much emphasis nor derive much value from the social or prestige aspects associated with gaming.

Institution

Budapest Business University

Kar

Faculty of Commerce, Catering and Tourism

Department

Kereskedelem Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kereskedelem és marketing

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	brand management, branding, marketing, online video games, sales, video game industry
SWORD Depositor:	Archive User
Depositing User:	Archive User
Date Deposited:	2024. Jul. 15. 10:12
Last Modified:	2024. Jul. 15. 10:12

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