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Determinants and Costs of Consumer Choice of Game Entertainment

Student: Aleksey Lomakin

Supervisor: Marina A. Shabanova

Faculty: Faculty of Economic Sciences

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

The purpose of the study is to identify the factors and costs of consumer choice of game entertainment, to understand the socio-economic nature of the behavior of players who use modern gadgets (both online and offline) and spend money on games. Modern scientific literature does not answer the question of what games are: addiction requiring treatment, or one of the ways to spend leisure time. Moreover, an understanding of the motivation of human behavior will allow developers and distributors of such applications to increase revenue and their presence in the market, which is very important for companies, since the gaming industry is currently very competitive. For our study, we interviewed 200 people who play games and spend a certain amount of money on it. We show that the issue of gaming addiction and the reasons for people to choose a game pastime should be approached comprehensively and studied in close connection with other sciences or branches of science. Research shows that people carefully monitor their spending on games. Moreover, not everyone who plays has various kinds of problems in the real world.

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