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Attracting Attention in Digital Consumer Markets: Marketing Indie Video Games Through High-Status Intermediaries

In: Status and Organizations

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  • Alexander Styhre

    (University of Gothenburg)

Abstract

This chapter examines how the video game industry, and more specifically how so-called indie studios, is dependent on third parties—high-status actors in the community of gamers such as influencers and YouTubers—to endorse and promote their new product releases. Indie studios, smaller and more thinly capitalized video game developing companies, have limited resources to invest in marketing campaigns and therefore seek to build gamer communities that act as their primary audiences and client base. In order to generate attention around a new game being released, influencers and YouTubers are involved in the work so that it generate benefits for both indie developers (being in demand of a channel to market its games) and influencers (in demand of qualitative content to attract their current and new “followers”).

Suggested Citation

  • Alexander Styhre, 2022. "Attracting Attention in Digital Consumer Markets: Marketing Indie Video Games Through High-Status Intermediaries," Springer Books, in: Status and Organizations, chapter 0, pages 121-144, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-09868-0_5
    DOI: 10.1007/978-3-031-09868-0_5
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