Omnichannel Marketing Applications in Game Industry

Abstract

The purpose of this chapter is to try to describe how the digital goods or services in the Gaming Industry, which creates digital games as the core product, make omnichannel marketing applications different from other industries with case studies by considering physical products and other consumer touchpoints. Findings in the chapter were obtained as a result of case analysis of various companies that achieved certain successes in Gaming Industry and implemented Omnichannel Marketing techniques. To mention the findings of the chapter, it can be understood that the ways in which Omnichannel Marketing philosophy is implemented in the game industry are strategically highly variable and creative. Digital products, which are introduced as core products, can be seen in a very different physical environment in order to establish a 360-degree connection with the consumer. This study attempts to contribute to the omnichannel marketing literature specifically in Gaming Industry. It depicts different strategic approaches by trying to reveal Omnichannel touchpoints to the industry-specific consumer. The rarity of the analysis of Omnichannel Marketing practices in the Gaming Industry adds originality.

Citation

Üstündağ, M. (2020), "Omnichannel Marketing Applications in Game Industry", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 305-314. https://doi.org/10.1108/978-1-80043-388-520201022