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The Influence of 'Live-Service' Elements on Behavioral Loyalty in the Gaming Industry

Student: Kornilov Pavel

Supervisor: Sergey P. Kazakov

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Currently, the topic of GaaS, games-as-aservices, their impact on the multi-billion dollar industry, is poorly studied. Most of the work is related to education (the use of games and game mechanics in the educational process) and psychology (the impact of games on people's attention, aggression, interaction online). The business side, in particular, the latest trends and their impact on the industry, the intensity of consumption, and the prospects for applying new monetization models (including single-player games), are hardly covered in the academic literature. The paper describes the main features of such an actual business model as games-as-a-services, the definition of this term is derived; problems and challenges faced by stakeholders in connection with changes in the industry; the mechanics of player retention are defined and the main models of monetization of games-services are described. The empirical part of the work reveals the results of a survey of Russian consumers conducted to determine the attitude of players to the implementation of service elements in games and the impact of this attitude on consumer behavior, as well as a description of the portrait of a domestic player, his involvement in Hobbies. A cluster model has been developed. Recommendations on the choice of monetization models in service projects and communication with consumers have been prepared. This work may be of interest to developers and publishers in Russia and the CIS countries: more detailed information about consumers ' attitude to modern trends, sources from which they receive information about the industry, willingness to pay and involvement in hobby can help to adjust monetization in upcoming and already launched projects, choose the best advertising messages and communication channels with players.

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