Investigation on Successful Experience Good Franchises: A Case Study of Video Game Sequels

초록

The video game industry has experienced continuous growth over the past decade. As the industry continues to grow, understanding various facets of the industry also gains significance. This research utilizes a Bayesian hierarchical model to examine the effect of various extrinsic and intrinsic quality cues that have been previously identified in the literature alongside the concept of brand extensions. This study uses web scrapping to gather video game sales data and video game characteristic information from a variety of sources and identifies that critic rating and reviews are extremely valuable in promoting sales as well as the fundamental characteristics of the video game product. Additionally, the results of this study, show that there is a lasting impact of the original parent game sales on future sequel sales and finds that there is a clear trend of decreased sales from the parent game up until the second sequel, but the second sequel of a video game franchise plays a critical role in the continuation of the franchise.

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