Effects for console game sales in Japan market

Makoto Kimura
  • Asia Pacific Journal of Marketing and Logistics, January 2015, Emerald
  • DOI: 10.1108/apjml-05-2014-0084

case studies and system dynamice simulations of the superstars of video game market in Japan

What is it about?

The purpose of this paper is to examine the respective effects of advertising, word of mouth (operationalized as “tweets” on Twitter), and serialization on sales of console game series in Japan. To do this, the author classified console game series into four categories on the basis of their sales, identified a singular case that corresponds to each category, and presented a performance calculation model that approximates variation in sales for the first and second titles of each series.

Why is it important?

The research subject, video game console series in the Japanese market, represents a new area of research. Through the simulation, the finding that the WOM effect is weak in second title releases has academic worth and can be used for forecasting purposes.

Perspectives

Mr Makoto Kimura
Nagano University

Coupled with the results generated by the performance models a comparison of each game series showed that although word-of-mouth and backward serialization may influence sales performance for the first title in a console game series, sales of the second title in the series were most heavily influenced by forward serialization and advertising. The author further found that word-ofmouth via social networks was unlikely to affect the sales performance of a series’ second title.

Read Publication

http://dx.doi.org/10.1108/apjml-05-2014-0084

The following have contributed to this page: Mr Makoto Kimura

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