How Game Companies Can Use Gaming Streams to Gain Advertising Efficacy

Abstract

Gaming streams serve as an effective advertising medium for game companies, some have pointed out that they infringe on the copyrights of game companies. No prior studies were found targeting gaming companies. The purpose of this study was to identify how to use gaming streams to gain advertising efficacy, and case studies and interview survey were conducted. The use of gaming streams have a significant impact on gaming, and that by allowing game companies to post gaming streams and supporting their activities, they can expect advertising efficacy such as revitalizing the game title community, sharing enjoyment, and promoting empathy.