IDEAS home Printed from
   My bibliography  Save this article

The Dynamics of Co-Creation in the Video Game Industry: The Case of World of Warcraft



    (Institut Telecom / Telecom-ParisTech, Paris, France)


These latest years have seen both an increasing development of Users Generated Content (UGC) on the Internet and a growing number of free transactions of these contents through online communities. The video game industry shares this general trend and we shall examine it in detail through the example of a worldwide success game, World of Warcraft (WoW). This massively multiplayer online (MMO) game exhibits two specific economic characteristics. The first one is that the original content is produced by a game developer who keeps intellectual property rights while leaving open to players some possibilities to modify that original content into an enhanced content. We call this innovation process, which involves both the participation of the producer and of consumers, co-creation. Based on a typology of the different UGC in WoW, we specify the meaning of co-creation and put forward some arguments on the players' motivations to co-create and their consequences on the attractiveness of the gameplay to the players' community. The second characteristic is that co-creation is not limited to the design of the game before its marketing. It is a continuous interaction between players and developer even after its marketing. This dynamic process requires both regulatory actions by the developer and a new industrial organization to distribute these UGC through the WoW players' community.

Suggested Citation

  • Myriam DAVIDOVICI-NORA, 2009. "The Dynamics of Co-Creation in the Video Game Industry: The Case of World of Warcraft," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(73), pages 43-66, 1st quart.
  • Handle: RePEc:idt:journl:cs7302

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    open innovation; online community; video game; innovative user; customization;

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:idt:journl:cs7302. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (BLAVIER Thomas). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.