IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v53y2025i4d10.1007_s11747-024-01074-1.html
   My bibliography  Save this article

Quest for insights: Leveraging data from the video game ecosystem in marketing

Author

Listed:
  • Roman Welden

    (Indiana University)

  • Michael Haenlein

    (ESCP Business School
    University of Liverpool Management School)

  • Kelly Hewett

    (University of Tennessee Knoxville)

  • Keith Marion Smith

    (Marketing Science Institue (MSI))

  • John Hulland

    (University of Georgia)

Abstract

Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.

Suggested Citation

  • Roman Welden & Michael Haenlein & Kelly Hewett & Keith Marion Smith & John Hulland, 2025. "Quest for insights: Leveraging data from the video game ecosystem in marketing," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 1135-1156, July.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:4:d:10.1007_s11747-024-01074-1
    DOI: 10.1007/s11747-024-01074-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-024-01074-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-024-01074-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    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:spr:joamsc:v:53:y:2025:i:4:d:10.1007_s11747-024-01074-1. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.