LES JEUX VIDÉO SUR INTERNET : MARKETING ADAPTÉ OU PERSISTANT ?

Abstract

The recent advent of new video-ludic products related to Internet network upset the market of the traditional video game, imposing, consequently of the specific constraints marketing. The games on line related to the concepts of communities and alias, are carried by a marketing adapted to the targets realities, which are the players and their virtual extensions, represented by all they can control or animate. The creation of value is not then exclusively any more dependent on the physical good. The information intended for the games, in the shape of contents, settles in the total product (physical package, maintenance of the waiters, subscriptions, elements of press, fairs and shows, etc). Do we attend consequently a new form of dematerialization of the marketing offer in terms of products? This article proposes to give a progress report on the transformations of this dynamic market and is focused on one of the constraints marketing which results from this, namely the necessary development of consumer loyalty of the player (relation with the customer-player). We will interest in the transformations of supply and demand, and will more particularly analyze the constraints with which from now on the editors of the plays are confronted, with the centre even of the product to collect difficult customers and generally “unsteady”,