The Influence of the Choice of a Digital Distribution Service on Communication Strategies and Subsequent Sales for Computer Games

Student: Kondalov Ivan

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

This paper focuses on the issue of choice of a digital distribution service and its impact on communication strategies and potential sales of video games on personal computers. During this paper the author tries to find out how digital distribution services have affected the modern video games market, how different digital distribution services affect each other, how service functionality affects its popularity and how the use of this functionality correlates with the increase or decrease in product sales . This paper analyzes 11 digital distribution platforms, about 4.5 thousand different video games releases on these platforms for the first quarter of 2017 and conducts a thorough comparative analysis of a sample of 46 releases. To confirm one of the hypotheses, 3 expert interviews with independent video game developers were conducted.

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