Quest for Insights: Leveraging the Video Game Ecosystem for Marketing Data and Analytics – MSI

Working Paper

Quest for Insights: Leveraging the Video Game Ecosystem for Marketing Data and Analytics

Roman Welden

Indiana University

Michael Haenlein

ESCP Business School

Kelly Hewett

University of Tennessee

John Hulland

University of Georgia

Keith Smith

Oct 31, 2023

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This conceptual paper outlines the unique data opportunities and challenges related to the growing online video game ecosystem, identifying academic research topics and marketing applications.

Topics

Consumer Behavior & Insights Marketing Capabilities Omnichannels & Customer Journey

research recap

Game On: Leveraging the Video Game Ecosystem for Marketing Data and Analytics

Online videogaming can be a channel to reach highly-engaged consumers, but marketers must first understand the unique challenges and opportunities for data collection and analysis presented by all elements of this unique ecosystem. This conceptual paper offers a roadmap.

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