POR QUE OS JOGADORES DE FORTNITE COMPRAM ITENS VIRTUAIS COSMÉTICOS? IMPLICAÇÕES PARA A GESTÃO DE MARKETING.: WHY FORTNITE PLAYS BUY SKINS? MARKETING IMPLICATIONS.

Anderson Pacheco; Lucas Vinicius Borba; Karin Vieira da Silva

doi:10.33362/visao.v12i2.3148

Autores

Anderson Pacheco UDESC https://orcid.org/0000-0001-7370-0954
Lucas Vinicius Borba https://orcid.org/0009-0009-1169-1197
Karin Vieira da Silva UDESC https://orcid.org/0000-0001-5970-0501

DOI:

https://doi.org/10.33362/visao.v12i2.3148

Resumo

Esta pesquisa tem como objetivo, analisar as motivações que influenciam os gamers a consumirem skins cosméticas no jogo Fortnite, no Brasil. Os dados foram coletados por meio de entrevistas online, com jogadores selecionados do grupo Fortnite Brasil da rede social Facebook, com questões sobre motivações de consumo, além da técnica de análise de conteúdo qualitativa. Observou-se a presença de todos os fatores, funcionais, hedônicos e sociais, sendo que a variável de reciprocidade e de aumentar a longevidade no jogo foi pouco percebida. Além disso, identificou-se que os jogadores atuais também consomem esses itens como formas de investimento.

Palavras-Chave: Itens virtuais cosméticos. Skins. Motivações de consumo. Marketing. Fortnite.

Abstract: This research aims to analyse the motivations that influence gamers to consume skins in Fortnite, in Brazil. Data were collected through online interviews with selected players from the Fortnite Brazil group on Facebook, with consuming motivations questions, in addition to the technique of qualitative content analysis. The presence of all factors, functional, hedonic and social, was observed, and the variable of reciprocity and increasing longevity of the game were little perceived. In addition, it was identified that current players also consume and see these items as a form of investment.

Keywords: Cosmetic Virtual Itens. Skins. Consuming Motivations. Marketing. Fortnite.

Biografia do Autor

Anderson Pacheco, UDESC

Doutor. Departamento de Governança Pública. UDESC.

Lucas Vinicius Borba

Bacharel. Administração. UNIFEBE.

Karin Vieira da Silva, UDESC

Doutora. Departamento de Administração Pública. UDESC.

Referências

ANTUNES, L. O estudo do comportamento de compra de itens virtuais não funcionais no jogo Fortnite, 2019.

ARNOLD, M. J., REYNOLDS, K. E. Hedonic Shopping Motivations. Journal of Retailing, v. 79, n.2, p. 77–95, 2003.

BABIN, B. J., DARDEN, W. R., GRIFFIN, M. Work And/Or Fun: Measuring Hedonic And Utilitarian Shopping Value. Journal of consumer research, v. 20 n.4, p. 644–656, 1994.

BANERJEE, S. World’s Costliest CSGO Skin Sells For A Record Price Of $150,000. TalkEsport. Disponível em:<https://www.talkesport.com/news/worlds-costliest-csgo-skin-sells-for-a-record-price/>Acesso em: 03 ago. 2020.

BANKS, J., BOWMAN, N. D. Avatars Are (Sometimes) People Too: Linguistic Indicators Of Parasocial And Social Ties In Player–Avatar Relationships. New Media & Society, v. 18 n.7, p. 1257–1276, 2016.

BETTMAN, James R. Memory factors in consumer choice: A review. Journal of marketing, v. 43, n. 2, p. 37-53, 1979.

BLUMER, H. Symbolic interactionism. Englewood Cliffs, NJ: Prentice-Hall, 1969.

BONI, V., QUARESMA, S. Aprendendo a entrevistar: Como fazer entrevistas em Ciências Sociais. v. 1 n. 3, 2005.

CHA, J. Shopping on social networking web sites: attitudes toward real versus virtual items. Journal of interactive advertising, v.10, n.1, p. 77–93, 2009.

CHANDON, P., WANSINK, B., LAURENT, G. A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of marketing, v. 64, n.4, p. 65–81, 2000.

CHOI, D., KIM, J. Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. CyberPsychology & Behavior, v. 7, n.1, p. 11–24,2004.

COLLIANDER, J., MARDER, B. ‘Snap Happy’ Brands: Increasing Publicity Effectiveness Through A Snapshot Aesthetic When Marketing A Brand On Instagram. Computers in Human Behavior, n. 78, p. 34–43, 2018.

DAVIES, G., WHELAN, S., FOLEY, A., WALSH, M. Gifts and Gifting: Gifts and Gifting. International Journal of Management Reviews, v. 12 n.4, p. 413–434, 2010.

EDUARDO, L. Dá para ganhar o Cristiano Ronaldo (Chrono) de graça no Free Fire? TechTudo. Disponível em: <https://www.techtudo.com.br/dicas-e-tutoriais/2021/01/da-para-ganhar-o-cristiano-ronaldo-chrono-de-graca-no-free-fire.ghtml>. Acesso em: 03 ago. 2020.

EPIC GAMES. Neymar Jr. Chega ao Fortnite—Confira os Itens, as Tarefas e o Torneio dele. Fortnite da Epic Games. Disponível em: <https://www.epicgames.com/fortnite/pt-BR/news/neymar-jr-unleashed-unlock-his-outfit-go-crazy-in-creative-and-compete-in-his-cup>. Acesso em 03 ago. 2020.

GIL, A. C. Como elaborar projetos de pesquisa. Atlas São Paulo, 2002.

GREER, N., ROCKLOFF, M., BROWNE, M., HING, N., KING, D. L. Esports betting and skin gambling: A brief history. Journal of Gambling Issues, n. 43, 2019.

GUO, Y., BARNES, S. Virtual item purchase behavior in virtual worlds: An exploratory investigation. Electronic Commerce Research, v. 9 n.1, p. 77–96, 2009.

HAMARI, J. Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment. International Journal of Information Management, v.35, n.3, p. 299–308, 2015.

HAMARI, J., LEHDONVIRTA, V. Game design as marketing: How game mechanics create demand for virtual goods. n. 16, 2010.

HIRSCHMAN, E. C., HOLBROOK, M. B. Hedonic consumption: Emerging concepts, methods and propositions. Journal of marketing, v.4 n.63, p. 92–101, 1982.

HJOURTH, L., KHOO, O. Routledge handbook of new media in Asia. Routledge, 2015.

HOLBROOK, M. B. Consumer value: A framework for analysis and research. Psychology Press, 1999.

HOLDEN, J. T., RODENBERG, R. M., KABURAKIS, A. Esports corruption: Gambling, doping, and global governance. Md. J. Int’l L. v.32, p. 236, 2017.

HOLIN Lin., SUN, C.T. Cash Trade in Free-to-Play Online Games. Games and Culture, v.6, n.3, p. 270–287, 2011.

JARRET, J. Gaming the gift: The affective economy of League of Legends ‘fair’ free-to-play model. Journal of Consumer Culture, v.21, n.1, p. 102–119, 2021.

KIM, H.W., CHAN, H. C., KANKANHALLI, A. What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation. Information Systems Research, v. 23, n.4, p. 1232–1245, 2012.

LEHDONVIRTA, V. Virtual item sales as a revenue model: Identifying attributes that drive purchase decisions. Electronic Commerce Research, v. 9, n.1–2, p. 97–113, 2009.

LEITINHO, R. R., FARIAS, J. S. A motivação hedônica no consumo de bens virtuais cosméticos em jogos online. REMARK, n.17, p. 65–79, 2018.

LI, S., PHANG, C. W., LING, H. Self-gratification and self-discrepancy in purchase of digital items. Industrial Management & Data Systems, v.119 n.8, p. 1608–1624, 2019.

MACEY, J., HAMARI, J.. eSports, skins and loot boxes: Participants, practices and problematic behaviour associated with emergent forms of gambling. New Media & Society, v.21, n.1, p. 20–41, 2019.

MANTYMAKI, M., RIEMER, K. How Social Are Social Virtual Worlds? An Investigation Of Hedonic, Utilitarian, Social And Normative Usage Drivers. n.14, 2011.

MARDER, B., GATTIG, D., COLLINS, E., PITT, L., KIETZMANM, J., ERZ, A. The Avatar’s new clothes: Understanding why players purchase non-functional items in free-to-play games. Computers in Human Behavior, n.91, p. 72–83, 2019.

MINAYO, M. C. Pesquisa Social: teoria e método. Ciência, Técnica, 2002.

NEWZOO. Global Games Market to Generate $175.8 Billion in 2021; Despite a Slight Decline, the Market Is on Track to Surpass $200 Billion in 2023. Newzoo. Disponível em: <https://newzoo.com/insights/articles/global-games-market-to-generate-175-8-billion-in-2021-despite-a-slight-decline-the-market-is-on-track-to-surpass-200-billion-in-2023/>. Acesso em: 07 ago 2022.

NEWZOO. Newzoo’s Key Numbers: Games, Esports, MobileNewzoo (Relatório No 2022). Disponível em: <https://newzoo.com/products/reports/global-games-market-report>. Acesso em: 07 ago 2022.

NOJIMA, M. Pricing models and Motivations for MMO play. DiGRA Conference, 2007.

NOJIMA, M. Pricing Models and Motivations for MMO Play. Journal of Digital Games Research, v.2, n.1, p. 44–55, 2008.

OH, G., RYU, T. Game Design on Item-selling Based Payment Model in Korean Online Games. n. 8, 2007.

PARK, B.W., LEE, K. C. An Empirical Analysis of Online Gamers’ Perceptions of Game Items: Modified Theory of Consumption Values Approach. Cyberpsychology, Behavior, and Social Networking, v. 14 n.7–8, p. 453–459, 2011.

PESQUISA GAME BRASIL. Pesquisa Game Brasil (Relatório No 2020). Pesquisa Game Brasil, 2020. Disponível em: <https://www.pesquisagamebrasil.com.br/pt/ebooks/>. Acesso em: 07 ago 2022.

PESQUISA GAME BRASIL. Pesquisa Game Brasil (Relatório No 2022). Pesquisa Game Brasil, 2022. Disponível em: <https://www.pesquisagamebrasil.com.br/pt/ebooks/>. Acesso em: 07 ago 2022.

PINE, B. Joseph; GILMORE, James H. The experience economy: past, present and future. Handbook on the experience economy, v. 1, p. 21-44, 2013.

RATAN, Rabindra A.; DAWSON, Michael. When Mii is me: A psychophysiological examination of avatar self-relevance. Communication Research, v. 43, n. 8, p. 1065-1093, 2016.

REBS, R. R. Bens virtuais em social games. Intercom: Revista Brasileira de Ciências da Comunicação, v. 35 n.2, p. 205–224, 2012.

REZA, A., NEDD, A., CHU, S., CASTILLO, A., KHAN, Z., GARDNER, D. “I Like the Way the Skin Looks”: Player Perspectives on Aesthetic Appeal and Self-Representation with Video Game “Skins”. Anais da iConference 2020. 2020.

RINTAMÄKI, Timo et al. Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of retail & distribution Management, v. 34, n. 1, p. 6-24, 2006.

ROBERTSON, S. CSGO pros EliGE and NBK explain major issues with new player models. Dexerto. Disponível em: <https://www.dexerto.com/csgo/operation-player-models-causing-trouble-for-pros-1289362/> Acesso em 20 nov 2021.

SEIDERS, K., BERRY, L. L., GRESHAM, L. G. Attention, retailers! How convenient is your convenience strategy? MIT Sloan Management Review, v. 41 n. 3, p. 79, 2020.

SHETH, J. N. Integrative theory of patronage and behavior, in patronage behavior and retail management. New York: Elsevier, 1983.

SHETH, Jagdish N.; NEWMAN, Bruce I.; GROSS, Barbara L. Why we buy what we buy: A theory of consumption values. Journal of business research, v. 22, n. 2, p. 159-170, 1991.

SOLOMON, Michael R. The value of status and the status of value. Em: Consumer value. Routledge, 2002. p. 79-100.

SWATMAN, S. A Comparison of Heuristic Approaches to Timetable Generation at Science Park. Informatica, 2016.

SYAHRIVAR, Jhanghiz et al. Pay to play in freemium mobile games: a compensatory mechanism. International Journal of Retail & Distribution Management, v. 50, n. 1, p. 117-134, 2022.

TEIXEIRA, João Marques; HERNANDEZ, José Mauro da Costa. Valores de compra hedônico e utilitário: os antecedentes e as relações com os resultados do varejo. REAd. Revista Eletrônica de Administração (Porto Alegre), v. 18, p. 130-160, 2012.

THORHAUGE, Anne Mette; NIELSEN, Rune KL. Epic, Steam, and the role of skin-betting in game (platform) economies. Journal of Consumer Culture, v. 21, n. 1, p. 52-67, 2021.

VAUDOUR, Fanny; HEINZE, Aleksej. Software as a service: Lessons from the video game industry. Global Business and Organizational Excellence, v. 39, n. 2, p. 31-40, 2020.

Virtual Good Marketing. Virtual Goods Market Size by Types & Application, Forecast 2018-2025, (2017). Disponível em: <https://www.adroitmarketresearch.com/industry-reports/virtual-goods-market> Acesso em: 20 nov 2020.

WARDLE, Heather. The same or different? Convergence of skin gambling and other gambling among children. Journal of gambling studies, v. 35, n. 4, p. 1109-1125, 2019.

ZEITHAML, Valarie A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, v. 52, n. 3, p. 2-22, 1988.