The Influence of Critical Encounters on Satisfaction in the Russian Videogame Market

The video game market is one of the fastest growing digital markets. Service and its quality are one of the main principles of the success of companies developing and publishing video games. At the same time, there is a lack of research on customer experience in the video game market. Currently, studies of customer experience and its impact on satisfaction are becoming more popular in the scientific community. The purpose of this study is to develop recommendations to increase the level of customer video games satisfaction through customer experience management for companies involved in the development and publishing of video games. An established and empirically validated research model can also be used to control critical encounters on the players' customer journey. The data obtained indicate that the segments of the players react differently to certain critical encounters. A significant correlation was also found between the experience of the players and how they assesses the importance of critical encounters. As a result of the study, practical recommendations were formed for companies developing and publishing video games that are present on the Russian market.