Research target as a tool of marketing communications

Abstract

The aim of the article. The purpose of the article is the formation of a marketing research system taking into account the economic and technological features of this market. Taking into account the above, the following tasks were set and solved:

determine the specifics of the video game release, taking into account the production and technical, consumer, economic features of this product;

determine the necessary marketing research at each stage of game production and provide a systemic view.

We consider the result of solving the tasks to be the construction of the author's scheme of application of analysis methods for each of the stages of the game's release.

Analyses results. The first attempts to study the phenomenon of video games as a type of meaningful non-productive human activity were recorded in the early 1990s. Research approaches have undergone significant changes since then. Thus, the article discussed in detail three main approaches: narratological, processual and non-reductionist. The video game market has specific properties, so the authors analyzed the system of economic relations between counterparties. Understanding the way of interaction between such subjects made it possible to form an idea about the levels of interaction and the role of the company-developer in the chain of releasing a new product to the market. Monetization models of game products were also studied separately, as possible ways of financing projects. It was found that marketing research plays a significant role in increasing the efficiency of the use of available resources, in particular, determining the feasibility of investment contributions, adjusting the market and product strategy of the enterprise. Thanks to the analysis of the scientific literature, an own vision for marketing research of video games was formed. The result of the work was the author's scheme with the given methods of learning for each of the stages of production of a new game product for the market.Monitoring and analytics tools that are widely used, in particular at the post-production stage, are described.

Conclusions and directions for further research. The release of a new game product is a valuable case both from the point of view of monetary resources and the labor of qualified personnel. The proposed scheme, which reflects the system of marketing research before and after the release of the game, allows you to create conditions and improve the conditions for bringing a new product to the market, covers all stages of the production process and allows you to monitor project success metrics. The goal of further research may be detailing the stages and improving methods of conducting research

DOI: 10.15276/mdt.6.3.2022.3

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