A Study of the Research Areas and Methods for Video Game Publicity

– From the view of Changing Advertising Platform toward the Service-Oriented Content Industry –

Abstract

In this research, we will examine the research methods and organize the research area as a preliminary step to clarify the practical approach for conducting publicity for game titles. With the advent and spread of SNS, companies are opening and operating “official accounts” on SNS (social networking services) and conducting more direct publicity activities. SNS marketing, which uses data generated through communication on SNS platforms for marketing purposes, is also attracting attention. Furthermore, since advertising is also distributed on SNS platforms, it is necessary to manage and operate advertising, public relations, and marketing activities as a whole. In this context, it is possible that publicity through official accounts for game titles and related services provided online may play a role in promoting continued use by users. However, to proceed with this research, it is necessary to consider the research area and research methods for game publicity as a preliminary step.