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Promotion of Video Games in Russia: Features of Communication

Student: Maksim Gromov

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

The aim of this study is to understand the current confrontation between gamers in Russia and marketing strategis of popular video-game companies and their titles. Gamers are becoming more and more "exhausted" of aggressive marketing techniques and they see small "independent" companies and their games as last resort, leaving to a controversy wether it is worth to invest huge marketing resources in advanced promotion techniques or not. In this study gamers are seen as "consumer culture", rather that a plain target audience. CCT theory helps to expalain the curent tension between both parties with the help of content-analysis of promotion publications in social networks for a chosen period, as well as interview allows for a better understanding of group formation known as "gamers"

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