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How Do Different DLC Delivery Methods Impact Appeal and Effectiveness
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of Game Design.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of Game Design.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Downloadable content (DLC) distribution models employ various methods to keep consumers interested. Some methods encourage consumers to purchase and engage with a DLC model and some methods discourage consumers from engaging with the model. This study seeks to determine which models keep consumers interested and which discourage consumers from purchasing DLC. We do this by reaching out to multiplayer communities of four different games that are affected by different models and have them fill out a survey regarding their purchasing behaviour. After analysing the results, we concluded that models that require players to own the same DLC in order to play together or that utilize watermarks for DLC that are not owned, are less effective at incentivizing players to purchase when compared to models that either allow players to share DLC, or acquire it through in-game means.

Abstract [sv]

Distributionsmodeller för nedladdningsbart innehåll använder olika metoder för att hålla konsumenterna intresserade. Vissa metoder uppmuntrar konsumenter att köpa och engagera sig i en DLC-modell och vissa metoder avskräcker konsumenterna från att engagera sig med modellen. Denna studie syftar till att bestämma vilka modeller som håller konsumenterna intresserade och som avskräcker konsumenterna från att köpa DLC. Vi gör det genom att nå ut till multiplayer-grupper i fyra olika spel som påverkas av olika modeller och få dem att fylla i en undersökning om deras inköpssätt. Efter att ha analyserat resultaten drog vi slutsatsen att modeller som kräver att spelare äger samma DLC för att kunna spela tillsammans eller använda vattenstämplar för DLC som inte ägs, är mindre effektiva för att stimulera spelare att köpa jämfört med modeller som antingen tillåter spelare att dela DLC, eller skaffa det via in-game-medel.

Place, publisher, year, edition, pages
2019. , p. 64
Keywords [en]
Computer games, DLC, Business, Marketing, Downloadable content, Engagement
Keywords [sv]
Datorspel, DLC, Företag, Marknadsföring, Nedladdningsbart innehåll, Förlovning
National Category
Design
Identifiers
URN: urn:nbn:se:uu:diva-388641OAI: oai:DiVA.org:uu-388641DiVA, id: diva2:1335564
Presentation
2019-05-29, E41, Campus Gotland, Visby, 13:00 (English)
Supervisors
Examiners
Available from: 2019-08-19 Created: 2019-07-05 Last updated: 2019-09-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • nn-NB
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