Videojuegos en Ecuador

1. Understanding the experience
of playing a pre-ordered
videogame in Ecuador
Germán Lovato
ID: 1313200121

2. Introduction
“Video games are They have become the worldwide growth and sales
leaders in the entertainment industry. In the last five years, they grew by
56% and will reach $ 137.9 billion in 2018, tripling projected earnings for
the film industry. In 2017, its earnings were six times higher than those
reported in the music industry, and its annual growth was twice that of
the auto industry” (Pag. 6).
By:
Luzardo, A.; De Azevedo B.; Funes, G.; Pison, J.; Becerra, L.; Santoro, M.; Mateo, M.; Penix-Tadsen, P.
(2019). Los videojuegos no son un juego. Los desconocidos éxitos de los estudios de América Latina y el
Caribe; Inter-American Development Bank; 1(1), 1–243.

3. Context
• Research on the experience of pre-ordering a video
game: commercial strategy that allows partial income
in advance, creates expectation in consumers (players)
and profitability for the company.
• Economic perspective of the video game industry in
Latin America.
• Need to identify the factors that participate and
influence video game pre-order experiences.

4. Research Question
• Possible for this paper:
• ¿Why do players and consumers in Latin America make
reservations for paid video games?

5. Aim of Research
• Identify the factors that influence video game players and
consumers to make product reservations.
• Respondents verbalize their past experience, selecting multiple choice
answers.
• Analyze your responses to identify incidental factors
• Determine if the reservation of video games has been profitable
for the companies that have applied said commercial strategy;
and,
• Identify prospects for video game reservation strategies.

6. Structure of the video
game industry
Five stages in the software supply chain
(the game): development, publishing,
manufacturing, distribution and retail.
adds a stage at the beginning of the
supply chain: financing. In most cases,
the initial investment is made by the
publisher or by the platform
manufacturer, who acts as publisher of
the game in this case. In order to play
games, users must purchase a
compatible hardware platform: the
game console (Peters, 2018).

7. Income from
video games.
Period year 2018
Exist more than two thousand employees
in close of fifty video game studios in
Argentina, more than four thousand
employees in Brazil and in Colombia there
are fifty studies that use between 6 and 18
people. For the leaders of the industry a
single video game studio has about a
thousand employees as is the case of
China that in the 2017 had 6,111 studies
with 60.000 employees, or United States,
with more than 2,457 studies and 65,678
employees (Luzardo et al., 2019)

8. Definitions:
Pre-order
Central Research Question: How does my own
experience provide information on this process,
viewed as a business strategy?.
Endogenous perspective vs. Exogenous
perspective: Connecting personal shopping
experiences with the video game industry, focusing
first on known business aspects and processes.
Practical, demonstrable and verifiable writing that
is based on the professional experiences of a writer
within a business process and strategy, aimed at
academic and public audiences.

9. Reference to other researchers
Booking strategies is not something new. It originated in
direct distribution bookstores where readers ordered
books, especially comic books, in advance when they
were limited editions. What was seen by other
companies that sold mass consumer products and was
extended for decades until video games arrived. In those
times, specifically the 80's, the Nintendo company
dominated 99% of the market and was one of the first
technology companies that applied the reservation of its
platform (console) before its release to the US market,
unleashing a madness among its consumers and gamers
eager to get the component, then purchase the video
games separately (Kumar, 2016).

10. Reference to other researchers
The first time this type of strategy was used in the video game
industry, according to the study by Hendrickson (2018) was:
“On September 4, 2013, Yusuf Mehdi, corporate vice president
of Marketing, Xbox Strategy, and Business, announced that the
Xbox will launch on November 22, 2013, in 13 markets.
Furthermore, he discussed the availability of a limited-edition
Day One console. The Day One console was reserved via pre-
order and in addition to the standard contents, the consumer
would also receive a specially branded “Day One 2013”
controller, which included a chrome Directional-pad, and a Day
One digital achievement. Achievements are virtual trophies,
which players collect by accomplishing specific tasks in games.
The standard contents included the Xbox One console, a
wireless controller and batteries, Kinect, chat headset, HDMI
cable, and the power supply” (Pag. 30).

11. Methodology
The data will collect in the form of surveys through a questionnaire
with multiple response questions with the intention of facilitating the
answer and obtaining the perception of the people who participate in
it. With this, it will be possible to learn about the experiences they
have had when booking a paid video game. The questionnaire consists
of ten questions.
The author selected a total of four hundred people who were
interested in discussing the issue of booking paid video games and
who want to share their own experience. In this way, the author
ensured that all the participants would be useful for the purposes of
the research and that they would all contribute actively during the
surveys and would understand the subject matter that they were
trying to know.
Once the four hundred surveys were completed, the information
collected from the qualitative data provided by the respondents was
digitized and quantified. The author proceeded to perform a
Statistical Analysis. The purpose of Thematic Analysis is to identify,
interpret and obtain relevant information about the phenomenon or
problem observed, which will facilitate the validation of the research
question.

12. Limitation
and Future
research
ideas
The main limitation is that this study is the economic resources to be
able to make a much more detailed and extensive information
gathering due to the large number of video game players and
consumers in Latin America. Therefore, the factors affecting the
decision to pre-order may only correspond to the sample taken.
Another limitation is that this study only focuses on paid and console
video games, excluding video games that are acquired for free
online. What can greatly affect identification
Finally, another limitation of the study is the geographical
delimitation towards Latin America without considering other
countries that make up the American continent, which would not
allow to establish the incidence that the video game industry has
and the economic repercussion.

13. Bibliography
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14. Bibliography
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