Dr. Giovanni Vindigni, D.Th. (Universiteit van die Vrystaat)
Organisation and Management of Information Processes in the German Games Industry
The significance of customer review and recommender systems for the innovation process in the German games industry
Abstract
Since the Java API (Application Program Interface) modifications for cyber-physical production systems (CPS/CPPS) that initiated the technological transformation from Web 2.0 to Web 3.0 in 2007–2009 with regard to the Internet architecture, numerous companies have been discovering that various interdependencies are making it rather difficult to apply the classic marketing mix. Numerous media-sociological transformation processes, which have, for example, disrupted structural processes, are now forcing companies, particularly in the media industry, to undergo a necessary paradigm shift. These concerns particularly include the perception of analytical, strategic, operational, and evaluating paths. Therefore, a problem-explorative and agile-strategic adaptation modification that guarantees the survival of the media industry per se appears necessary. In terms of differentiating companies from their competitors, product innovation plays an essential role, as does the positivistic progressiveness of a company’s market position. However, especially in the games industry, the rate at which new products fail is rather high, which often leads to considerable economically wrong investments.
Especially in the games industry, which is based on software technology, there appears to be potential for customer integration (i.e. regarding new product ideation and invention in the form of game development), and this characterises the quantitative and qualitative potential for corporate success. On the demand side, taking into account the uses-and-gratifications approach, web semantic customer integration has increasingly led to customers possessing increasingly individualised requirements. As a consequence, companies now find themselves exposed to the conflicting phenomenon of media being no longer purely appositive (i.e. in the sense of a communication-enhancing function), as instead, the media resource now has to be regarded as representative immersion and reception. From a scientific and practice-oriented perspective, the present study substantiates the phenomenon of Web 3.0 in the industrial environment 4.0 (i.e. ‘Industry 4.0’), customer interdependencies with reference to self-conceptual influential and motivational structural immanencies, and their connotation for integration within the development of new products (i.e. with focus on the German-speaking games industry). This customer integration requires brand and community management that implements corresponding evaluation and control measures as a promoter function. Customer review and recommender systems thus play a rather important role in the games industry.
Foreword
Giovanni Vindigni Publishes Dissertation on Significance of Customer Review and Recommender Systems for Significant Brand Success
Explores the Innovation Process in the German Games Industry — The Digital Industry Space and Industry 4.0
Today, Dr. mult. Giovanni Vindigni has published his timely dissertation entitled, ‘Organisation and Management of Information Processes in the German Games Industry’. Vindigni examines and discusses the significance of customer review and recommender systems for the innovation processes in the German games industry with a focus on the overall digital Industry space and industry 4.0. Today, working and succeeding in IT is directly dependent on and related to product innovation and differentiation from the competition. The X Factor is now the gamer participant community.
Vindigni has a clear vision of how and why capital invested in the rapidly expanding games industry is critical based on neuroeconomics. The culture of success in this industry is particularly dependent on customer interaction and reviews — a completely new way to judge the success or failure of a new product or brand. Innovation is not only decided upon by a game’s design team, but also on feedback from the gaming community-at-large. The meta question of Vindigni’s dissertation delves into evolving from traditional business roles and processes responsible for design, support and promotion of products, to customer reviews, recommender systems and social media as the primary drivers necessary for the success of the German games industry.
Vindigni asks, ‘What can the novel infrastructure of Web 3.0 generally contribute to value-added and innovation processes in the games industry, considering its social networks, which now possess a special core effect through the communication-related customer review and recommender systems, in terms of social theory, affecting the motivations and influences of prosumers? Recommender and customer review systems based on e-commerce, with factors relevant for the games industry and to its research questions are evaluated in a legally permissible and anonymised form, and then supplemented with the evaluation of online field research’.
Traditional marketing has been rejected and disrupted by gamers whose perception and participation as innovators (sometimes in real time) absolutely affects the tactics and strategy paradigms of the future viability of a company and its willingness to accept innovation-in-flux. In order for a games company to avoid failure, it must think of its gaming customers as community collaborators who have the goal themselves of enjoying and being ideally engaged with the product. Gamers are a vocal community and share information and enthusiasm for outstanding gaming experiences. Word travels quickly. A company’s innovation and revenue potential are absolutely dependent on the immersion and coexistence of gamer/designer partnership.
Vindigni posits whether selected customer reviews and community discussions on review portals such as forums and blogs, as well as the ubiquitous presence of social network discussion on YouTube, Instagram and Snapchat drives cross-media relevance and becomes the new iteration of out-of-date marketing rules. Is there a significantly higher conversion and sales rate when embedded recommender opportunities exist in an e-commerce shopping decision?
In order to mindfully invest in a gaming brand (and sometimes a way of life that supercedes any imagined success) that will take on a symbiotic relationship and identity with its users, it is essential to confirm that customer reviews not only serve as a source of information prior to an online purchase but are also positioned to launch a community which will support and organically grow gaming products based on the measurable inclusion of the gamer.
Vienna, Austria — 23.10.2020
Prof. Dr. Dr. Martin Stieger (Allensbach University, Rector)
ISBN-Nr. 979-8584311339
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