This research aimed to investigate game developers' preferences and graphical differences between Chinese and Western female game characters. Parts of the survey were conducted in China and in cooperation with Game Hub Scandinavia (2015). For this research, an image analysis and two models were made. The image analysis analyzed common elements that exist between different female characters from Chinese and Western game toplists. One model was based on a Chinese game toplist and the other model was based on a Western game toplist. The survey was conducted through Internet surveys and interviews. Results showed that there were graphical differences between games from Chinese and Western game lists, but there is not a significant difference between game developers' preferences.

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Background Svenska Spel is a regulated company run by the state and government, where CSR, community and social responsibility is in focus. The highly regulated Swedish gaming market has in recent years become more exposed to competition by foreign unregulated betting companies thru Internet. Problem discussion There are two views regarding CSR and how they are affecting competitive advantage and profitability. On one hand, it suggests that companies foremost shall focus profits and act in the best interest of the shareholders. On the other hand, it connects CSR to be a contributor to competitive advantage that increases the company’s profitability. Problem formulation Svenska Spel is competing with other betting companies who doesn´t act under the same conditions, betting companies that don´t have a responsibility to the state. Svenska Spel has legal obligations to adopt CSR into their business. The other companies choose themselves how they want to act with CSR on the gaming market, they have greater opportunities to choose a strategy that they think is the best. Problem definition Which approach has the unregulated gaming companies on CSR compared with Svenska Spel and their social responsibility in the gaming market? Purpose The purpose of this paper is to compare Svenska Spel with unregulated gambling companies based on how they present and use CSR in the gaming market. Method The scientific method in this study adopted a qualitative, deductive approach with a descriptive touch. The study was based upon the theoretical concepts of CSR and competition, and applied to the empirical study, consisting of data from interviews and secondary sources. The empirical data were the basis for the authors' interpretations through the theoretical frame to complete analyzes and conclusions. Conclusion Svenska Spel´s CSR is deeply implemented in their business and strategies and is the basis for how they operate. The unregulated companies see CSR as a sideline with a relatively strong focus on player responsibility, which also is Svenska Spel´s most important part. Every company in this study upholds an 18-year-old limit for games and the biggest difference between Svenska Spel and the unregulated gaming companies is the player’s budget limit, at Svenska Spel it is mandatory to define your playing budget limit in order to access the games, at the unregulated companies it is optional.

Syfte: Syftet med studien är att undersöka marknadsföringskostnadernas påverkan på EBIT hos spelbolag som erhållit svensk spellicens, och korrelationen mellan europeiska spelbolags marknadsföringskostnader mot omsättning och EBIT hos svenska spelföretag. Metod: Uppsatsen utgår ifrån en kvantitativ metod och en deduktiv ansats. Data har hämtats från databasen Retriever Business samt spelbolagens årsredovisningar. Resultatet fås fram genom en tidsserieanalys, kointegrationstest samt regression. Slutsats: Syftet med studien var att undersöka marknadsföringskostnader och dess påverkan på EBIT hos spelbolag som erhållit svensk spellicens, och korrelationen mellan europeiska spelbolags marknadsföringskostnader mot omsättning och EBIT hos svenska spelföretag. Det förväntade resultatet var att ökade marknadsföringskostnader påverkar omsättning samt EBIT positivt, vilket bekräftades av resultatet från tidsserieanalysen, kointegrationstestet samt regressionsanalysen / Purpose: The aim of the study is to investigate the impact of marketing costs on EBIT in gambling companies that have received Swedish gaming license, and the correlation between European gambling companies marketing costs against sales and EBIT in Swedish gambling companies. Method: The thesis is based on a quantitative method and a deductive approach. The data has been retrieved from the database Retriever Business and the gambling companies annual reports. The result is obtained through a time series analysis, cointegration test and regression. Conclusion: The aim of the study is to investigate the impact of marketing costs on EBIT in gambling companies that have received Swedish gaming license, and the correlation between European gambling companies marketing costs against sales and EBIT in Swedish gambling companies. The expected result was that increasing marketing costs affected sales and EBIT positively, which was confirmed by the results from the time series analysis, the cointegration test and the regression analysis.

Purpose: The purpose of this study is to map how Swedish gaming companies and their gaming companies work to be competitive in a market characterized by high competition, and which are also facing a change in law. Method: This study has been based on a qualitative approach in the form of four interviews, two of which have been semi-structured personal interviews and two mail interviews. Theoretical Reference Framework: The theories used in this study are pull and push strategies, brand equity, the STP process, corporate acquisitions - strategy and celebrities and fictitious characters in brands. Conclusions: The conclusion is that the gaming companies are trying to strengthen their brands using mostly similar strategies, in order to be able to take market shares, customers and increase their own competitiveness in this changing and competitive market. / Syfte: Syftet med denna studie är att kartlägga hur svenska spelbolagskoncerner och deras spelbolag, jobbar för att vara konkurrenskraftiga på en marknad präglad av hög konkurrens, och som även står inför en lagändring. Metod: Denna studie har utgått från en kvalitativ ansats i form av fyra intervjuer, där två av dem har varit semistrukturerade personliga intervjuer och två mailintervjuer. Teoretisk referensram: De teorier som använts i denna studie är pull och push - strategierna, brand equity, STP - processen, företagsförvärv - strategi och kändisar och fiktiva karaktärer i varumärken. Slutsatser: Slutsatsen är att spelbolagen försöker stärka sina varumärken med hjälp av mestadels liknande strategier, för att kunna ta marknadsandelar, kunder och öka sin egen konkurrenskraft på denna föränderliga och konkurrenskraftiga marknad.