publication . Bachelor thesis . 2017

DLC as a Marketing Tool in the Video Game Industry

Brádlerová, Andrea;
Restricted Czech
  • Published: 01 Jan 2017
  • Country: Czech Republic
This thesis deals with the phenomenon of DLC in the context of marketing communication. DLC or downloadable content expanding the basic game, is a relatively new concept in the video game industry and its role is increasingly important in marketing communication in video games. The main focus of this thesis is to map DLC and analyze its importance in marketing communication and public relations of video game titles of various genres. Theoretical part of the thesis is focused on explaining the basic principles of understanding a video game as a medium, the specifics of gaming industry and description of the DLC itself as a content and marketing tool in video game...
ACM Computing Classification System: ComputingMilieux_PERSONALCOMPUTING
free text keywords: DLC; Battlefield; video game industry; public relations; marketingová komunikace; video games; marketing communication; Civilization; herní průmysl; Zaklínač; videohry; The Witcher
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