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1980-2000 Yılları Arasındaki Video Oyun Sektörünün İncelemesi: Nintendo ve Sega Örneği

Year 2022, Volume: 22 Issue: 3, 911 - 930, 28.09.2022
https://doi.org/10.18037/ausbd.1181534

Abstract

Dijitalleşmenin artması ile birlikte tüketicilerin de boş zamanlarında yaptıkları aktivitelerde değişiklikler olmuştur. Özellikle video oyunlar tüketicilerin kendi benliklerini şekillendirdiği boş zaman aktivitelerinin başında gelmektedir. Günümüzde 159 milyar dolarlık pazar hacmi ile video oyun sektörü, eğlence sektörlerinin en büyüklerinden biri olarak yer almaktadır. Bu çalışmanın amacı teknolojinin gelişmesi ile günümüz dünyasının en büyük eğlence sektörlerinden biri haline gelen video oyun sektöründe yer almış olan Nintendo ve Sega firmalarının 1980 ve 2000 yılları arasında uyguladığı pazarlama faaliyetlerini marka yaşam döngüsü kapsamında tarihsel bir bakış açısı ile incelenmesidir. Bu doğrultuda firmaların kuruluşları ve sektöre girişleri araştırıldıktan sonra firmaların uyguladığı pazarlama faaliyetleri, video oyun sektörünün gelişmesinde etkili olan faktörler tespit edilmiştir. Araştırma sonucunda Sega’nın pazara başarılı girişi hem uyguladığı başarılı pazarlama stratejileri hem de Nintendo’nun rakibini küçümsemesi ile ilişkilendirilmiştir. Buradan hareketle rekabet sürecinde yer alan markaların karşılıklı stratejilerinin nasıl sonuçlar doğurduğu anlaşılmaya çalışılmıştır. Araştırma sonuçlarının teknoloji firmalarının pazarlama eylemlerinin ve video oyun sektöründeki güncel gelişmelerin anlaşılmasında araştırmacı ve uygulayıcılara tarihsel bir içgörü sağlaması beklenmektedir.

References

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  • Amos, E. (2018). The game console: A history in photographs. San Francisco, California : No Starch Press.
  • Ansoff, H. I. (1958). A model for diversification. Management Science, 4(4), 392-414. doi: 10.1287/mnsc.4.4.392.
  • Belk, R. W. (2014). Digital consumption and the extended self. Journal of Marketing Management, 30(11-12), 1101-1118. doi: 10.1080/0267257X.2014.939217.
  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi: 10.1086/209154.
  • Benjamin, A. (1994). Affordable, restructured education: a solution through information. RSA Journal, 142(5449), 49-62. Erişim adresi: https://www.jstor.org/stable/41376455.
  • Boulding, W. ve Christen, M. (2003). Sustainable pioneering advantage? Profit implications of market entry order. Marketing Science, 22(3), 371-392. doi: 10.1287/mksc.22.3.371.17736.
  • Brennen, J. S. ve Kreiss, D. (2016). The International Encyclopedia of Communication Theory and Philosophy. UK: John Wiley & Sons, Inc. doi: 10.1002/9781118766804.wbiect111.
  • Cacho-Elizondo, S., Lazaro, J. D. ve Sanchez, V. E. (2020). The emerging eSport market: analyzing the impact of virtual and augmented reality. Chinese Business Review, 19(2), 37-54. doi: 10.17265/1537-1506/2020.02.001.
  • Cade, R. ve Gates, J. (2017). Gamers and video game culture: an introduction for counselors. The Family Journal: Counseling and Therapy for Couples and Families, 25(1), 70-75. doi: 10.1177/1066480716679809.
  • Carpenter, G. S. ve Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285-298. doi: 10.1177/002224378902600303.
  • Cavallari, D. C. (2015). Shells and bytes: mollusks in the 16-bit era. Journal of Geek Studies, 28-43. Erişim adresi: https://jgeekstudies.org/2015/06/22/shells-and-bytes-mollusks-in-the-16-bit-era/.
  • Costrel, F. (Yönetmen). (2020). High Score [Sinema Filmi]. Amerika Birleşik Devletleri: Great Big Story.
  • Creswell, J. W. (2007). Qualitative enquiry and research design: Choosing among five approaches. Thousand Oaks: Sage Publications.
  • DFC Intelligence. (2021). Report on global video game consumer segmentation. Erişim adresi: https://www.dfcint.com/global-video-game-consumer-population/
  • Dhalla, N. K. ve Yuspeh, S. (1976). Forget the product life cycle concept. Harvard Business Review, 54(1), 102-112. Erişim adresi: https://hbr.org/1976/01/forget-the-product-life-cycle-concept.
  • Dillion, R. (2011). The golden age of video games: The birth of a multibillion dollar industry. Boca Raton, FL: Taylor and Francis Group. doi: 10.1201/b10818.
  • Domazet, I., Đokić, I. ve Milovanov, O. (2018). The influence of advertising media on brand awareness. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13-22. doi: 10.7595/management.fon.2017.0022.
  • Edge, N. A. (2014). A history on the advancement of games consoles. Sharpe, J. ve Self, R. (Ed.), Computer for Everyone (s. 57-59) içinde. Erişim adresi: https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.867.2936&rep=rep1&type=pdf
  • Eliashberg, J. ve Jeuland, A. P. (1986). The impact of competitive entry in a developing market upon dynamic pricing strategies. Marketing Science, 5(1), 20-36. doi: 10.1287/mksc.5.1.20.
  • Farquhar, J. D. (2012). Case study research for business. Southampton: Sage Publications. doi: 10.4135/9781446287910.
  • Fischer, C. S. (1994). Changes in leisure activities, 1890-1940. Journal of Social History, 27(3), 453-475. doi: 10.1353/jsh/27.3.453.
  • Flick, Uwe. (1992). Triangulation revisited: Strategy of validation or alternative?. Journal for the Theory of Social Behaviour, 22(2), 175-197. doi: 10.1111/j.1468-5914.1992.tb00215.x.
  • Gibbons, W. (2009). Blip, Bloop, Bach? Some uses of classical music on the nintendo entertainment system. University of Illinois Press, 2(1), 40-52. doi: 10.5406/musimoviimag.2.1.0040.
  • Guins, R. (2015). Beyond the Bezel: Coin-Op arcade video game cabinets as design history. Journal of Design History, 28(4), 405-426. doi: 10.1093/jdh/epv036.
  • Harris, B. J. ve Tulis, J. (Yönetmen). (2020). Console Wars [Sinema Filmi]. Amerika Birleşik Devletleri: CBS Television Studios.
  • Haupert, M. J. (2006). The entertainment industry. Westport, Conn: Greenwood Publishing Group.
  • Hofer, C. W. (1975). Toward a contingency theory of business strategy. The Academy of Management Journal, 18(4), 784–810. https://doi.org/10.2307/255379.
  • Kalinske, T. J. (2017). The experts are always wrong. The Replaying Japan Journal, 0(0), 77-84. doi: 10.34382/00007802.
  • Kent, S. L. (2001). The ultimate history of video games: From Pong to Pokemon--The story behind the craze that touched our lives and changed the world. Rocklin, CA: Prima Communications, Inc.
  • Khosravi, A., Roozmand, N., Hosseinifar, S. M. ve Nor, K. M. (2011). Marketing and innovation. D.S. Giannaros (Ed.), 2nd International Conference on Business and Economic Research Proceeding (s. 1752-1761) içinde. Langkawi, Malaysia.
  • Kim, K.-H. ve Tsai, W. (2012). Social comparison among competing firms. Strategic Management Journal, 33(2), 115-136. doi: 10.1002/smj.945.
  • Layland, E. K., Hill, B. J. ve Nelson, L. J. (2018). Freedom to explore the self: How emerging adults use leisure to develop identity. The Journal of Positive Psychology, 13, 78-91. doi: 10.1080/17439760.2017.1374440.
  • Liebermann, Y. (1986). The advertising-to-sales ratio along the brand life cycle: A critical review. Managerial and Decision Economics, 7(1), 43-48. Erişim adresi: https://www.jstor.org/stable/2487385.
  • Mahajan, J. (1992). The vverconfidence effect in marketing management predictions.. Journal of Marketing Research, 29(3), 329-342. doi: 10.1177/002224379202900304.
  • Marchand, A. ve Hennig-Thurau, T. (2013). Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities. Journal of Interactive Marketing, 27(3), 141-157. doi: 10.1016/j.intmar.2013.05.001.
  • Marshall, C. ve Rossman, G. B. (1989) Designing qualitative research. Newbury Park, CA: Sage.
  • Mela, C. F., Gupta, S. ve Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248-261. doi: 10.1177/002224379703400205.
  • Pettus, S., Munoz, D., Williams, K. ve Barraso, I. (2013). Service Games: The Rise and Fall of SEGA: Enhanced Edition (1st Ed.). South Carolina: Createspace Independent Publishing Platform.
  • Rink, D.R. ve Swan, J.E. (1979). Product life cycle research: A literature review. Journal of Business Research, 7(3), 219-242. doi: 10.1016/0148-2963(79)90030-4.
  • Rubera, G. ve Kirca, A. H. (2012). Firm innovativeness and its performance outcomes: a meta-analytic review and theoretical integration. Journal of Marketing, 76(3), 130-147. doi: 10.1509/jm.10.0494.
  • Shankar, V., Carpenter, G. S. ve Krishnamurthi, L. (1998). Late mover advantage: how innovative late entrants outsell pioneers. Journal of Marketing Research, 35(1), 54-70. doi: 10.2307/3151930.
  • Shea, R., Liu, J., Ngai, E. C. ve Cui, Y. (2013). Cloud gaming: architecture and performance. IEEE, 27(4), 16-21. doi: 10.1109/MNET.2013.6574660.
  • Sheff, D. (1994). Game over: how Nintendo conquered the world. New York: Random House Inc.
  • Shoemaker, R. W. (1986). Comment on "dynamics of price elasticity and brand life cycles: An empirical study". Journal of Marketing Research, 23(1), 78-82. doi: 10.1177/002224378602300108.
  • Silk, M., Millington, B., Rich, E. ve Bush, A. (2016). (Re-)thinking digital leisure. Leisure Studies, 35(6), 712-723. doi: 10.1080/02614367.2016.1240223.
  • Simon, H. (1979). Dynamics of price elasticity and brand life cycles: an empirical study. Journal of Marketing Research, 16(4), 439-452. doi: 10.1177/002224377901600401.
  • Statista. (2021a). Forecast number of mobile users worldwide from 2020 to 2025. Erişim adresi: https://www.statista.com/statistics/218984/number-of-global-mobile-users-since-2010.
  • Statista. (2021b). Video game market value worldwide from 2012 to 2023. Erişim adresi: https://www.statista.com/statistics/292056/video-game-market-value-worldwide.
  • Sutherland, A. (2012). The story of Nintendo. New York: The Rosen Publishing Group, Inc.
  • Tudor-Locke, C. ve Bassett, D. (2004). How many steps/day are enough? Preliminary pedometer indices for public health. PubMed, 34(1), 1-8. doi: 10.2165/00007256-200434010-00001.
  • Wearing, M. (2017). Consuming authentic leisure in the virtual world of gaming: young gamers’ experience of imaginary play in second modernity. S. Carnicelli, D. McGillivray ve G. McPherson (Ed.), Digital Leisure Cultures Critical Perspectives (s. 135-151) içinde. New York: Routledge.
  • Wolf, M. J. (2012). Encyclopedia of video games: the culture, technology, and art of gaming. Santa Barbara, California: Greenwood Publishing Group.
  • Yin, R. K. (1994). Case study research design and methods: Applied Social Research and Methods Series. Thousand Oaks, CA: Sage Publications Inc.
  • Yin, R. K. (2012). Reviewed work: case study research, design and methods (3rd ed.). California: Sage. doi: 10.3138/cjpe.30.1.108.
  • Young, K. (2009). Understanding online gaming addiction and treatment issues for adolescents. The American Journal of Family Therapy, 37(5), 355-372. doi: doi.org/10.1080/01926180902942191.
Year 2022, Volume: 22 Issue: 3, 911 - 930, 28.09.2022
https://doi.org/10.18037/ausbd.1181534

Abstract

References

  • Agarwal, R. (1997). Survival of firms over the product life cycle. Southern Economic Journal, 63(3), 571-584. Erişim adresi: https://www.jstor.org/stable/1061095.
  • Amos, E. (2018). The game console: A history in photographs. San Francisco, California : No Starch Press.
  • Ansoff, H. I. (1958). A model for diversification. Management Science, 4(4), 392-414. doi: 10.1287/mnsc.4.4.392.
  • Belk, R. W. (2014). Digital consumption and the extended self. Journal of Marketing Management, 30(11-12), 1101-1118. doi: 10.1080/0267257X.2014.939217.
  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi: 10.1086/209154.
  • Benjamin, A. (1994). Affordable, restructured education: a solution through information. RSA Journal, 142(5449), 49-62. Erişim adresi: https://www.jstor.org/stable/41376455.
  • Boulding, W. ve Christen, M. (2003). Sustainable pioneering advantage? Profit implications of market entry order. Marketing Science, 22(3), 371-392. doi: 10.1287/mksc.22.3.371.17736.
  • Brennen, J. S. ve Kreiss, D. (2016). The International Encyclopedia of Communication Theory and Philosophy. UK: John Wiley & Sons, Inc. doi: 10.1002/9781118766804.wbiect111.
  • Cacho-Elizondo, S., Lazaro, J. D. ve Sanchez, V. E. (2020). The emerging eSport market: analyzing the impact of virtual and augmented reality. Chinese Business Review, 19(2), 37-54. doi: 10.17265/1537-1506/2020.02.001.
  • Cade, R. ve Gates, J. (2017). Gamers and video game culture: an introduction for counselors. The Family Journal: Counseling and Therapy for Couples and Families, 25(1), 70-75. doi: 10.1177/1066480716679809.
  • Carpenter, G. S. ve Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285-298. doi: 10.1177/002224378902600303.
  • Cavallari, D. C. (2015). Shells and bytes: mollusks in the 16-bit era. Journal of Geek Studies, 28-43. Erişim adresi: https://jgeekstudies.org/2015/06/22/shells-and-bytes-mollusks-in-the-16-bit-era/.
  • Costrel, F. (Yönetmen). (2020). High Score [Sinema Filmi]. Amerika Birleşik Devletleri: Great Big Story.
  • Creswell, J. W. (2007). Qualitative enquiry and research design: Choosing among five approaches. Thousand Oaks: Sage Publications.
  • DFC Intelligence. (2021). Report on global video game consumer segmentation. Erişim adresi: https://www.dfcint.com/global-video-game-consumer-population/
  • Dhalla, N. K. ve Yuspeh, S. (1976). Forget the product life cycle concept. Harvard Business Review, 54(1), 102-112. Erişim adresi: https://hbr.org/1976/01/forget-the-product-life-cycle-concept.
  • Dillion, R. (2011). The golden age of video games: The birth of a multibillion dollar industry. Boca Raton, FL: Taylor and Francis Group. doi: 10.1201/b10818.
  • Domazet, I., Đokić, I. ve Milovanov, O. (2018). The influence of advertising media on brand awareness. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13-22. doi: 10.7595/management.fon.2017.0022.
  • Edge, N. A. (2014). A history on the advancement of games consoles. Sharpe, J. ve Self, R. (Ed.), Computer for Everyone (s. 57-59) içinde. Erişim adresi: https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.867.2936&rep=rep1&type=pdf
  • Eliashberg, J. ve Jeuland, A. P. (1986). The impact of competitive entry in a developing market upon dynamic pricing strategies. Marketing Science, 5(1), 20-36. doi: 10.1287/mksc.5.1.20.
  • Farquhar, J. D. (2012). Case study research for business. Southampton: Sage Publications. doi: 10.4135/9781446287910.
  • Fischer, C. S. (1994). Changes in leisure activities, 1890-1940. Journal of Social History, 27(3), 453-475. doi: 10.1353/jsh/27.3.453.
  • Flick, Uwe. (1992). Triangulation revisited: Strategy of validation or alternative?. Journal for the Theory of Social Behaviour, 22(2), 175-197. doi: 10.1111/j.1468-5914.1992.tb00215.x.
  • Gibbons, W. (2009). Blip, Bloop, Bach? Some uses of classical music on the nintendo entertainment system. University of Illinois Press, 2(1), 40-52. doi: 10.5406/musimoviimag.2.1.0040.
  • Guins, R. (2015). Beyond the Bezel: Coin-Op arcade video game cabinets as design history. Journal of Design History, 28(4), 405-426. doi: 10.1093/jdh/epv036.
  • Harris, B. J. ve Tulis, J. (Yönetmen). (2020). Console Wars [Sinema Filmi]. Amerika Birleşik Devletleri: CBS Television Studios.
  • Haupert, M. J. (2006). The entertainment industry. Westport, Conn: Greenwood Publishing Group.
  • Hofer, C. W. (1975). Toward a contingency theory of business strategy. The Academy of Management Journal, 18(4), 784–810. https://doi.org/10.2307/255379.
  • Kalinske, T. J. (2017). The experts are always wrong. The Replaying Japan Journal, 0(0), 77-84. doi: 10.34382/00007802.
  • Kent, S. L. (2001). The ultimate history of video games: From Pong to Pokemon--The story behind the craze that touched our lives and changed the world. Rocklin, CA: Prima Communications, Inc.
  • Khosravi, A., Roozmand, N., Hosseinifar, S. M. ve Nor, K. M. (2011). Marketing and innovation. D.S. Giannaros (Ed.), 2nd International Conference on Business and Economic Research Proceeding (s. 1752-1761) içinde. Langkawi, Malaysia.
  • Kim, K.-H. ve Tsai, W. (2012). Social comparison among competing firms. Strategic Management Journal, 33(2), 115-136. doi: 10.1002/smj.945.
  • Layland, E. K., Hill, B. J. ve Nelson, L. J. (2018). Freedom to explore the self: How emerging adults use leisure to develop identity. The Journal of Positive Psychology, 13, 78-91. doi: 10.1080/17439760.2017.1374440.
  • Liebermann, Y. (1986). The advertising-to-sales ratio along the brand life cycle: A critical review. Managerial and Decision Economics, 7(1), 43-48. Erişim adresi: https://www.jstor.org/stable/2487385.
  • Mahajan, J. (1992). The vverconfidence effect in marketing management predictions.. Journal of Marketing Research, 29(3), 329-342. doi: 10.1177/002224379202900304.
  • Marchand, A. ve Hennig-Thurau, T. (2013). Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities. Journal of Interactive Marketing, 27(3), 141-157. doi: 10.1016/j.intmar.2013.05.001.
  • Marshall, C. ve Rossman, G. B. (1989) Designing qualitative research. Newbury Park, CA: Sage.
  • Mela, C. F., Gupta, S. ve Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248-261. doi: 10.1177/002224379703400205.
  • Pettus, S., Munoz, D., Williams, K. ve Barraso, I. (2013). Service Games: The Rise and Fall of SEGA: Enhanced Edition (1st Ed.). South Carolina: Createspace Independent Publishing Platform.
  • Rink, D.R. ve Swan, J.E. (1979). Product life cycle research: A literature review. Journal of Business Research, 7(3), 219-242. doi: 10.1016/0148-2963(79)90030-4.
  • Rubera, G. ve Kirca, A. H. (2012). Firm innovativeness and its performance outcomes: a meta-analytic review and theoretical integration. Journal of Marketing, 76(3), 130-147. doi: 10.1509/jm.10.0494.
  • Shankar, V., Carpenter, G. S. ve Krishnamurthi, L. (1998). Late mover advantage: how innovative late entrants outsell pioneers. Journal of Marketing Research, 35(1), 54-70. doi: 10.2307/3151930.
  • Shea, R., Liu, J., Ngai, E. C. ve Cui, Y. (2013). Cloud gaming: architecture and performance. IEEE, 27(4), 16-21. doi: 10.1109/MNET.2013.6574660.
  • Sheff, D. (1994). Game over: how Nintendo conquered the world. New York: Random House Inc.
  • Shoemaker, R. W. (1986). Comment on "dynamics of price elasticity and brand life cycles: An empirical study". Journal of Marketing Research, 23(1), 78-82. doi: 10.1177/002224378602300108.
  • Silk, M., Millington, B., Rich, E. ve Bush, A. (2016). (Re-)thinking digital leisure. Leisure Studies, 35(6), 712-723. doi: 10.1080/02614367.2016.1240223.
  • Simon, H. (1979). Dynamics of price elasticity and brand life cycles: an empirical study. Journal of Marketing Research, 16(4), 439-452. doi: 10.1177/002224377901600401.
  • Statista. (2021a). Forecast number of mobile users worldwide from 2020 to 2025. Erişim adresi: https://www.statista.com/statistics/218984/number-of-global-mobile-users-since-2010.
  • Statista. (2021b). Video game market value worldwide from 2012 to 2023. Erişim adresi: https://www.statista.com/statistics/292056/video-game-market-value-worldwide.
  • Sutherland, A. (2012). The story of Nintendo. New York: The Rosen Publishing Group, Inc.
  • Tudor-Locke, C. ve Bassett, D. (2004). How many steps/day are enough? Preliminary pedometer indices for public health. PubMed, 34(1), 1-8. doi: 10.2165/00007256-200434010-00001.
  • Wearing, M. (2017). Consuming authentic leisure in the virtual world of gaming: young gamers’ experience of imaginary play in second modernity. S. Carnicelli, D. McGillivray ve G. McPherson (Ed.), Digital Leisure Cultures Critical Perspectives (s. 135-151) içinde. New York: Routledge.
  • Wolf, M. J. (2012). Encyclopedia of video games: the culture, technology, and art of gaming. Santa Barbara, California: Greenwood Publishing Group.
  • Yin, R. K. (1994). Case study research design and methods: Applied Social Research and Methods Series. Thousand Oaks, CA: Sage Publications Inc.
  • Yin, R. K. (2012). Reviewed work: case study research, design and methods (3rd ed.). California: Sage. doi: 10.3138/cjpe.30.1.108.
  • Young, K. (2009). Understanding online gaming addiction and treatment issues for adolescents. The American Journal of Family Therapy, 37(5), 355-372. doi: doi.org/10.1080/01926180902942191.
There are 56 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Tayfun Şaan

Muhammet Ali Tiltay This is me

Mahmut Sami İşlek

Publication Date September 28, 2022
Submission Date February 1, 2022
Published in Issue Year 2022 Volume: 22 Issue: 3

Cite

APA Şaan, T., Tiltay, M. A., & İşlek, M. S. (2022). 1980-2000 Yılları Arasındaki Video Oyun Sektörünün İncelemesi: Nintendo ve Sega Örneği. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(3), 911-930. https://doi.org/10.18037/ausbd.1181534

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