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Expansão do mercado dos videojogos: como educar os séniores para uma cultura gamificada
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.61 MB | Adobe PDF |
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Abstract(s)
Do futuro do entretenimento a uma moda infantil temporária, e daí até se tornarem as
principais ferramentas de entretenimento e até, em grande parte, de socialização: os
videojogos, hoje, dizem-nos muito, enquanto sociedade fortemente digitalizada. Há
no entanto uma faixa da sociedade – sobretudo a partir dos 55 anos de idade – que
tem sido marginalizada deste fenómeno, seja por vontade própria, seja por negligência
da indústria. Não obstante, numa sociedade cada vez mais envelhecida (a nível
nacional e também global), torna-se pertinente a criação de um plano de expansão
demográfica do mercado que englobe este grupo, grande e em crescimento, de
potenciais consumidores.
Esse é precisamente o objetivo deste estudo, que faz uso de variadas fontes
bibliográficas e empíricas para a criação desse mesmo plano, visando estratégias de
atração, inclusão, suporte e manutenção destes indivíduos no mercado dos videojogos.
From the future of entertainment to a childish fad, and from there until becoming the main tool for entertainment and, to a great extent, for socialization: nowadays, video games play a major role in our strongly digitalized society. There has been, however, a part of it – mainly people older than 55 years – that has been put aside from this phenomenon, either by their own will, or by neglect from video game industry. Nonetheless, in an increasingly ageing global society, it becomes quite relevant to create a marketing plan for a demographic expansion for this market, supported by smart strategic initiatives, in order to prepare a process of aggregation for this already huge and fast growing target. That is precisely this study’s main goal. To do so, various bibliographic and empirical sources were used and organized into strategic plans of seduction, inclusion, support and maintenance of this target in the video game market.
From the future of entertainment to a childish fad, and from there until becoming the main tool for entertainment and, to a great extent, for socialization: nowadays, video games play a major role in our strongly digitalized society. There has been, however, a part of it – mainly people older than 55 years – that has been put aside from this phenomenon, either by their own will, or by neglect from video game industry. Nonetheless, in an increasingly ageing global society, it becomes quite relevant to create a marketing plan for a demographic expansion for this market, supported by smart strategic initiatives, in order to prepare a process of aggregation for this already huge and fast growing target. That is precisely this study’s main goal. To do so, various bibliographic and empirical sources were used and organized into strategic plans of seduction, inclusion, support and maintenance of this target in the video game market.
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Keywords
Videojogo Consumidor Gamificação Silver gamer Marketing Expansão de mercado Atividade lúdica Video game Consumer Gamification Silver gamer Market expansion Leisure activity