The videogame experience is based on interaction with the user. Without it, the video game has no reason to exist. However, in a more integrated world, it is particularly difficult to design content that can be used globally. It is therefore challenging for the video game developer to embrace new business models that meet consumer preferences and consumer’s spending patterns in key markets. Culturalization and localization are important factors for the growth of the video gaming industry that requires innovative solutions and strategies.
A study published by Newzoo in 2017 showed that worldwide the videogame sector is worth about 108.9 billion USD and involves about 2.2 billion people. The importance of the sector is clear considering that in 2017, six of the ten largest companies by market capitalization, namely Apple, Alphabet, Microsoft, Amazon, Facebook and Tencent, were significantly involved in videogames developing. It is also estimated that the video game industry will still involve millions of other players. The users share the passion for video games and face often with very complex stories and environments. The world of videogames has in fact moved away from the imaginary hobby for kids, getting closer and closer to a cultural product.
The peculiarity of the videogame is the interaction with the user, without this the videogame has no reason to exist. However, in a more integrated world, it is even challenging to conceive and design content that can be truly usable globally and that meets consumer preferences and consumer spending patterns in key markets. Culturalization and localization are important factors for the growth of the video gaming industry. An evaluation made by the Fondazione Symbola in 2017 concerning the videogames, have found that Italians prefer action and adventure video games (30.7% of sales), followed by sports video games (23.7%), shooters (18.1%), role-playing video games (10.1%) and racing games (6.1%).
From a social phenomenon to a new frontier in education and information. The emerging picture of the video game industry in 2017 is a leading segment for the economy, which has crossed its borders to invade every aspect of young people lives, of the youngest and enthusiasts of all ages. The ESA (Entertainment Software Association) recently highlighted a fairly fair division of consumers in the video game industry. In fact, 56% of players are male while 44% are female. This is interesting because we tend to believe that gamers are almost all male. The ESA survey also points out that among video game users, people aged between 18 and 35 (30% of consumers) rank first, followed by over 50 (27%). The under 18 ranks the third place, they represent 26% of users. A more mature video gamer profile emerges, which on one hand is intrigued and attentive to the latest games the market is offering and, on the other hand, is willing to invest resources to customize its hardware.
Solutions are needed to facilitate the business culture change so as to increase knowledge of new key markets. In particular, would play a fundamental role innovative idea and the acquisition of personnel with cultural and experiential characteristics that allow to embrace change, by introducing a company’s stable presence abroad. This would provide data support to inform operational, tactical and strategic decisions.