Video Oyunlarında Ticari Başarının Pazarlama Temelli Belirleyicileri

Öz

Video oyunları küresel ölçekte hızla büyüyen bir eğlence pazarıdır. Ancak bu pazarda ticari başarıyı belirleyen faktörlere ilişkin ampirik çalışmalar görece sınırlıdır. Bu çalışma, video oyunlarının satış performansını etkileyen pazarlama temelli belirleyicileri incelemeyi amaçlamaktadır. Araştırmada Maven Analytics Data Playground platformunda sunulan ve on binlerce oyunu kapsayan büyük ölçekli ikincil veri seti kullanılmıştır. Eleştirmen puanları, oyun türü, platform ve yayıncı gücü temel bağımsız değişkenler olarak ele alınmıştır. Analizlerde korelasyon, tek yönlü varyans analizi ve çoklu regresyon yöntemleri kullanılmıştır. Bulgular, eleştirmen puanlarının satış performansı ile pozitif ve anlamlı biçimde ilişkili olduğunu göstermektedir. Oyun türleri ve platformlar arasında satış performansı açısından anlamlı farklılıklar tespit edilmiştir. En güçlü etkinin yayıncı gücüne ait olduğu görülmüştür. Çoklu regresyon sonuçları, kalite sinyalleri ve yayıncı itibarının satış performansını anlamlı düzeyde açıkladığını ortaya koymaktadır. Çalışma, dijital kültürel ürünler literatürüne büyük ölçekli ampirik kanıt sunmakta ve video oyunları pazarındaki başarı dinamiklerine pazarlama perspektifinden katkı sağlamaktadır. Bulgular, sektör profesyonelleri için konumlandırma stratejileri, platform seçimi ve marka yönetimi açısından yönetsel çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Video Oyunları Pazarlaması
• Kalite Sinyalleri
• Eleştirmen Puanları
• Yayıncı Gücü
• Dijital Ürünler

Etik Beyan

“Video Oyunlarında Ticari Başarının Pazarlama Temelli Belirleyicileri” başlıklı çalışmanın yazım sürecinde bilimsel kurallara, etik ve alıntı kurallarına uyulmuş; kullanılan veriler üzerinde herhangi bir tahrifat yapılmamış ve bu çalışma herhangi başka bir akademik yayın ortamına değerlendirme için gönderilmemiştir. Bu araştırmada etik kurul kararı zorunluluğu bulunmamaktadır. Çatışma Beyanı: Çalışmada herhangi bir potansiyel çıkar çatışması söz konusu değildir. Finansman: Bu çalışma için herhangi bir kurum veya kuruluştan destek alınmamıştır. Yapay Zeka ve Türleri Kullanım Beyanı: Bu makalenin yazımında yapay zeka ve türleri kullanılmamıştır. Veri Paylaşım Beyanı: Bu çalışmanın verilerini bulguların doğrulanması amacıyla makul bir talep üzerine “etik ilkeler ve yayın politikası”nın ilgili kısmında belirtilen şartlara göre paylaşabileceğimi beyan ederim.

Marketing-Based Determinants of Commercial Success in Video Games

Öz

Video games constitute a rapidly expanding global entertainment market. However, empirical studies examining the determinants of commercial success in this market remain relatively limited. This study aims to investigate the marketing-based factors influencing the sales performance of video games. A large-scale secondary dataset comprising tens of thousands of games, provided through the Maven Analytics Data Playground platform, was utilized in the analysis. Critic scores, game genre, platform, and publisher power were considered as the main independent variables. Correlation analysis, one-way ANOVA, and multiple regression methods were employed. The findings indicate that critic scores are positively and significantly associated with sales performance. Significant differences in sales performance were observed across game genres and platforms. Publisher power emerged as the strongest determinant. The results of the multiple regression analysis demonstrate that quality signals and publisher reputation significantly explain sales performance. The study provides large-scale empirical evidence to the literature on digital cultural products and contributes to understanding the dynamics of commercial success in the video game market from a marketing perspective. The findings offer managerial implications for industry professionals in terms of positioning strategies, platform selection, and brand management.

Anahtar Kelimeler

• Video Game Marketing
• Quality Signals
• Critic Scores
• Publisher Power
• Digital Products

Etik Beyan

During the writing process of the study “Marketing-Based Determinants of Commercial Success in Video Games”, scientific rules, ethical principles, and citation rules were followed. No falsification was made on the data used, and this study was not submitted to any other academic publication venue for evaluation. Ethics committee approval is not required for this study. Declaration of Conflict: There is no potential conflict of interest in the study. Funding: No funding was received from any institution or organization for this study. Statement of Use for Artificial Intelligence and Its Types: Artificial intelligence and its various types were not used in the writing of this article. Data Sharing Statement: I declare that, upon reasonable request for the purpose of verifying the findings, I can share the data of this study according to the conditions specified in the relevant section of the "ethical principles and publication policy".

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