20.500.12556/DKUM-88540 Marketinški pristopi v industriji videoiger na primeru brezplačnega modela generiranja prihodkov magistrsko delo Marketing Approaches in the Video Game Industry on a Free-to-Play Model Magistrsko delo obravnava vzpon brezplačnega modela generiranja prihodkov (free-to-play oz. F2P) v industriji videoiger ter njegov vpliv na vključenost igralcev in marketinške pristope. V industriji videoiger se osredotoča na njene karakteristike in strukturo, prehod s tradicionalnega plačljivega modela na F2P ter na značilnosti in strategije monetizacije v modelu F2P. Analizira tudi igralne platforme, klasifikacije igralcev videoiger in marketinške pristope v industriji. Empirična raziskava med slovenskimi igralci videoigre League of Legends je pokazala, da je vidik brezplačnega igranja za igralce F2P zelo pomemben, saj polovica igralcev igre verjetno ne bi igrala, če le-ta ne bi bila brezplačna. Ugotovljene so bile tudi pozitivne korelacije med igralnim časom, vključenostjo igralcev, nakupi v igri in spremljanjem marketinških kanalov v povezavi z videoigro. This master’s thesis examines the rise of the free-to-play (F2P) revenue generation model in the video games industry and its impact on player engagement and marketing approaches. It focuses on the characteristics and structure of the video games industry, the transition from the traditional pay-to-play model to F2P, and the characteristics and monetisation strategies of the F2P model. It also analyses gaming platforms, classifications of video games players, and marketing approaches in the industry. An empirical survey of Slovenian League of Legends players shows that the free-to-play aspect is very important for F2P players, as half of the players would probably not play the game if it was not free. Positive correlations were also found between the playing time, player engagement, in-game purchases, and the following of marketing channels related to the videogame. free-to-play industrija videoiger videoigre vključenost igralcev free-to-play video game industry video games player engagement true true false V. Jakopič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-05-09 16:22:58 2024-06-03 14:07:55 2024-07-24 04:38:55 0000-00-00 00:00:00 2024 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VIII, 93 f.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.96+[658.5:004.7(043.2) 202487043 MAG_Jakopic_Veronika_2024.pdf MAG_Jakopic_Veronika_2024.pdf 1 5FA60A7E4A1D0C91A9D5266D91B7ACC5 6b60bc23fe70243a58f49fe78604a2713d9dfc961ec48e9529aa99398f1506a0 bd6590e7-0e11-11ef-b0c0-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=179171 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0