Exploring co-creation experience and value in the video game industry : how gamers create value through a rule changing online game that has no rules

Grohn, J. L. J. J. (2017) Exploring co-creation experience and value in the video game industry : how gamers create value through a rule changing online game that has no rules.

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Abstract:With the shift from goods- to service-dominant logic, it is crucial to effectively enable value co-creation through suitable value propositions. Formulating value propositions includes insights on the customer’s capabilities, and expectations, which can be obtained through the customer’s co-creation experiences. However, there is a limited amount of research in this area, especially from the customer’s perspective. In order to close this knowledge gap and successfully facilitate value co-creation, the aim of this study is to explore the nature of value co-creation through the customers’ co-creation experiences and their implied determinants. This is done through a case study on the online game Minecraft, due to its open innovation-friendly environment, allowing for a wide range of co-creation options. Data was obtained through a netnographic approach in community forums and video platform. Four areas of value co-creation have been identified, which enable personalized experiences and values. The game’s technological and connective environment, the customer’s role readiness, and the nature of interaction shape co-creation experiences. Furthermore, evidence shows that co-created value is not only generated through a developer-to-gamer relationship, but also between gamer-to-gamer relationships with the developer acting as facilitator. Overall, the study highlights potential co-creation practices and learnings from an eminently innovative industry.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/72735
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