Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities

• The authors address the processes that create value in the context of video games.
• They develop a conceptual framework of value creation through video games.
• They highlight important findings from extant research in different disciplines.
• They apply the framework to derive future research opportunities.

In the past twenty years, the video game industry has established itself as a significant contributor to the global entertainment economy. Compared to more established entertainment industries such as movies and music, limited scholarly research in marketing has addressed the processes that create value for companies and consumers in the context of video games which are now available on multiple devices (e.g., consoles, portables, mobile devices) and through multiple channels (e.g., retail and online). The authors therefore develop a conceptual framework of value creation through video games, highlight important findings from extant research in marketing and other disciplines, and apply the framework to derive future research opportunities.