IN-GAME ADD-ON PRODUCT DESIGN GUIDELINES USING THE CONCEPT OF "AUTHENTICITY" FOR MARKETING ACHIEVEMENT

Pachoke Lert-asavapatra, Opal Suwunnamek, Krichanont Iyapunya, Mooktra Thongves

ABSTRACT:

Currently, the gaming industry is growing a lot. A wide range of gaming products are sold in many countries around the world, each with its own local art or culture. Along with the presentation of various brands within the gaming product, it is one of the most popular strategies. This article introduces an in-game add-on design approach that relies on branded products to appeal to consumers. By considering the design that adheres to it. The authenticity of the original to create the most effective method of marketing in the gaming business.

KEYWORDS: Authenticity, Video Game, Immersion, Purchase Intention, Marketing

DOI: 10.62788/P2x7J8n5Rk

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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