El presente trabajo de investigación tiene como principal objetivo mostrar la relación entre los influencers en el ámbito de los e-Sports y la intención de compra de periféricos para computadoras en jóvenes de 18 a 30 años del NSE B residentes en Lima Metropolitana. Este tema de investigación ha sido escogido dado el creciente fenómeno de los e-Sports que se da alrededor del mundo, el cual es un incentivo para los jóvenes a adquirir cierto tipo de periféricos y a su vez, es un incentivo para algunas empresas a empezar a vender este tipo de productos y a empezar a realizar otras estrategias de marketing como el marketing de Influencers. Con este trabajo de investigación se quiere llegar a entender de qué manera el marketing de Influencers orientado a los e-Sports motivaría al público peruano a adquirir productos periféricos, y a su vez entender qué factores motivan a los jóvenes a involucrarse cada vez más en el proceso de compra. Para este estudio se realizará una serie de acciones que faciliten la obtención de información por parte del público involucrado en el fenómeno, entre estas tenemos entrevistas a profundidad y encuestas, que serán de ayuda para determinar qué es lo que motiva a estas personas a convencerse de comprar determinada marca para cierto tipo de periféricos. / The main objective of this research work is to show the relationship between the influencers in the field of e-Sports and the intention to purchase peripherals for computers in young people between 18 and 30 years old from NSE B, residents of Metropolitan Lima. This research topic has been chosen given the growing phenomenon of e-Sports that occurs around the world, which is an incentive for young people to acquire certain types of peripherals and in turn, is an incentive for some companies to start sell this type of products and start to perform other marketing strategies such as Influencers marketing. With this research work we want to understand how Influencers marketing oriented to e-Sports would motivate the Peruvian public to acquire peripheral products, and in turn understand what factors motivate young people to become more involved in the process shopping. For this study a series of actions will be carried out to facilitate the obtaining of information by the public involved in the phenomenon, among these we have in-depth interviews and surveys, which will be of help to determine what motivates these people to be convinced of Buy certain brand for certain type of peripherals. / Trabajo de investigación

Some game publishers and developers do not think that games with non-sexualized female protagonists are worth making because they would not sell. With close to a half of gamers being female (47%) it is a bit puzzling that they are not catered to. This could be because publishers think that male gamers, who they perceive as their main demographic, would not buy games with non-sexualized female protagonists. A study was done to see if that statement is correct. By questioning 91 Swedish male gamers, aged 18 and above, it was found that in games where one can choose the character’s sex 46% of the subjects play as a female character at least half of the time and in total 90% of the 91 subjects have at some point chosen to play as a female character. No one of the subjects have any negative thoughts about there being more games with non-sexualized female protagonists who are heroic in their own right and not a trophy, when asked 47% said it would be “Very good”, 24% said it would be “Good” and 29% said that they have “No opinion” in the matter.

Under den senaste 20-års perioden har dataspelande ökat i popularitet bland stora delar av befolkningen i den industrialiserade västvärlden (Interactive Software Federation of Europe, 2012). Dataspel har gått från att vara en fritidssysselsättning som ungdomar ägnar sig åt till att ha blivit ett signifikant kulturellt fenomen som stora delar av befolkningen ägnar sig åt. Dataspelande är dock fortfarande vanligast förekommande bland ungdomar av manligt kön (Verheijen, Burk, Stoltz, van den Berg, & Cillessen, 2019). Denna studies syfte är att undersöka vilka drivkrafter medelålders män har till att spela dataspel online samt att söka en djupare förståelse för hur dataspelandet påverkar de medelålders männens självbild och känsla av tillhörighet. Den valda metoden är av kvalitativ karaktär och insamling av empiri har skett genom semistrukturerade intervjuer som genomförts med sex medelålders män som spelar tillsammans via Internet. Studiens teoretiska ramverk består av Anthony Giddens och Stuart Halls teorier om identitet och identitetsskapande i det senmoderna samhället samt Randall Collins teori om sociala interaktionsritualer. Resultatet pekar på att medelålders mäns motiv till att spela dataspel i en online-miljö främst är att få tillgång till social interaktion och därigenom ha möjligheter till att bygga vänskapsnätverk. Informanternas spelande utgör ett slags virtuell och digital interaktionsritual som bidrar till att skapa en avslappnad miljö som tillåter informanterna att ladda sig med positiv emotionell energi som bidrar till att de klarar av att hantera en stressfylld tillvaro i det verkliga livet. / During the past 20 years, computer games have grown in popularity among large parts of the population in the industrialized Western world (Interactive Software Federation of Europe, 2012). Computer games have gone from being a leisure activity that young people are engaged in to being a significant cultural phenomenon that large parts of the population engages in. However, computer gaming is still most common among young males (Verheijen, Burk, Stoltz, van den Berg, & Cillessen, 2019). The purpose of this study is to investigate the driving forces behind middle-aged mens gaming online and to seek a deeper understanding of how the computer gaming affects the self-image and sense of belonging among these men. The chosen method is of a qualitative nature and the collection of empirical data has taken place through semi-structured interviews conducted with six middle-aged men who play together via the Internet. The study's theoretical framework consists of Anthony Gidden's and Stuart Hall's theories on identity and identity creation in the late modern society as well as Randall Collin's theory of social interaction rituals. The result points to the fact that middle-aged men's motives for playing computer games in an online environment are primarily to gain access to social interaction and thereby have the opportunity to build friendship networks. The informants act of gaming is a kind of virtual and digital interaction ritual that helps to create a relaxed environment that allows the informants to load up with positive emotional energy that helps them cope with a stressful existence in real life.

Virtual reality is becoming more popular and accessible to a broaderaudience, since practically every modern smartphone can be used. The problemwith new components of a technology is the lack of guidelines for the developers.In this thesis, a set of mobile virtual reality games were analysed and broken downinto its core interactions. These interactions were then isolated and implemented ina test application to be the base for a user study. A description of theimplementation was presented focusing on these interactions. The purpose of theuser study was to compare the different interactions and compare them to atraditional controller. From this, guidelines for mobile virtual reality interactionswere developed by analysing the result comparing the interactions for both gamersand non-gamers performance in the user study. The results of this thesis showedthat there are more preferred interactions in virtual reality and that both people thatplay video games, and those who do not, prefer virtual reality interactions over atraditional controller in many cases.

In recent years, there has been an increased number of people that are engaged in gaming - a phenomenon connected to constantly developing internet infrastructure and a growing middleclass. The phenomenon of Cloud gaming has received increasing attention since it was introduced some years ago; in 2022 all Cloud gaming services combined had 31,7 million paying users. The number that is estimated to triple by 2025. Given this information, we proceeded to identify a gap in previous literature within the topic of Cloud gaming. Previous research within the topic of Cloud gaming has predominantly discussed Cloud gaming as a business model rather than focusing on consumers. We sought to seize the opportunity to fill this research gap by studying consumers' motivations to engage in this new technology and examine which factors can influence the customer's decision-making process in the path to purchase. We also wanted this study to contribute to marketing practice by examining important current research priorities within the field of marketing. In order to investigate our research purposes, we adopted an exploratory qualitative study where we, with the help of online focus groups, investigated the customers' perceptions of Cloud gaming as a service and their motivations to engage in it. Another purpose of this study was to find out how the gaming industry may be affected by the increased usage of cloud gaming, therefore we wanted to conduct a semi-structured interview with an industry representative. The most interesting result of this study indicates that a somewhat odd situation arises for the Cloud gaming companies where the respondents who spent the least amount of money and engage the least in traditional gaming, showed the greatest motivation to engage in Cloud gaming. Therefore we suggest that there are a number of different measures that must be kept in mind by marketers within the industry.

Games are rule-governed systems at the same time as they are fiction, simulating or representing a real or an abstract world. This defining characteristic may create for different forms of tensions, that is, at different times players may focus on the rules, the fiction or on both during game play. In military education with games, this poses a problem when the learner becomes too focused on the rules, trying to win at any price rather than taking the representation and what it implies in terms of permissible behaviour seriously. In here we attempt to understand how participants in a wargaming situation act out this tension by studying the interaction between the player and the game in military tactical training. The results first of all confirm that there is a tension – there are occasions where players are mainly concerned with winning the wargame, disregarding what the theme is meant to represent. I propose the term gamer mode to refer to this player orientation: players in gamer mode have an extreme rule-focused interaction, meaning they behave rationally with respect to game rules but irrationally with respect to the portrayed real-life situation they are training for. Gamer mode can probably occur for many reasons. This thesis documents two contributing factors. The first concerns whenever the game does not match players’ expectation on mimicking warfare. In these situations players may find that the game breaks the fragile contract of upholding an accurate representation of warfare. The other factor that may lead to gamer mode are game design features such as explicit reward structures or victory conditions. To remedy the situation, the instructor can, in real-time, actively support players’ orientation towards the game and explain in-game events, keeping them on track. When gamer mode occur I argue that the conditions for learning are compromised as the gaming activity becomes its own learning subject, blurring and overshadowing the learning objective. Although the results suggest that gamer mode is mainly detrimental to learning I conclude that gamer mode is a natural way students will approach games and as such, needs to be dealt with by the instructor. / <p>QC 20141209</p>

The purpose of this study was to gain a better understanding of the gaming behaviors of married individuals and couples who play Massively Multiplayer Online Role-Playing Game(s) (MMORPGs) including gaming addiction, time spent gaming, satisfaction in gaming participation, gaming interaction (between joint gaming spouses), and socio-demographic variables and the subsequent marital satisfaction levels of both individuals in the couple. Hypotheses were generally supported, excluding the hours spent gaming. 685 couples were separated and analyzed according to whether both individuals in the marriage gamed or just one individual gamed (couple-gaming type). Couples in which only one individual gamed (individual-gamer couples) had significantly lower marital satisfaction than all other groups and couples in which both gamed about the same amount of time (equal-gamers) held the highest marital satisfaction of the groups. Prediction models of marital satisfaction were determined for each couple-gaming type. The strongest predictions present in most of the models for marital satisfaction were the frequency that the couple retired to bed at the same time and the frequency that the couple quarreled specifically about gaming. Much MMORPG research has been presented on youth and adults, however to date there is no research on married gamers. Recent research on the video game habits of emerging adults called for further in depth investigation of the implications of video game use in the family formation stage of life.

Studiens syfte var att undersöka hur upplever Pro-gamers inom FIFA stressorer och vilka copingstrategier som används för att hantera dem. Studiens fokus var på att få fram upplevelser av stressorer hos deltagarna och om de upplever just dessa faktorer, vad de använder sig av för copingstrategier för att hantera dessa situationer. Det deltog totalt åtta stycken intervjupersoner där alla var män i åldrarna 17-34 år (M=22,5) där dessa intervjupersoner befann sig i inklusionskriterie för att medverka i studien där alla var pro-gamers inom FIFA. Studien har utgått ifrån en kvalitativ forskningsmetod och använt sig av semistrukturerade intervjuer för samla in data och intervjuguide som grund har utgått utifrån ett teoretiskt ramverk, McGrath (1970) fyra-stegs stressprocess modellen. I studiens resultat framkommer det totalt två stycken huvudteman, det första huvudtemat som nämns är upplevda stressorer, som totalt har fem stycken underliggande teman. Dessa är krav på sig själv, krav från samhället, krav från föreningen, krav från fans och krav från vänner och familj. Det andra huvudtemat som framkommer i studien är copingstrategier som används för att hantera upplevda stressorer som har totalt fyra stycken underliggande teman. Dessa är stöd från föreningen, stöd från familj, stöd från vänner och copingstrategier i sitt FIFA-utövande. Resultatdelen i studien har olika svarsteman men det var bland annat att intervjupersoner upplever stressorer i sitt FIFA spelande där de bland annat upplever krav på sig själv, samhället, föreningen, fans samt från sina vänner och familj. I resultatdelen framkom det även vilka copingstrategier som intervjupersoner använder sig av för att hantera dessa krav som kan bidra till att deltagarna upplever stressorer. Det som framkom var till exempel att de upplevde att det fanns bra stöd från föreningen och använde sig av den möjligheten, från sin familj och vänner men att de också använde sig av individuella copingstrategier såsom fysisk aktivitet eller att gå ut och promenera. Studiens resultat kan i framtiden vara användbar till framtida forskning för esportföreningar och liknande organisationer. Detta genom att studiens resultat kan forskas vidare kring bland annat vilka copingstrategier som kan användas om man i sitt FIFA-utövande upplever stressorer. / The purpose of the study was to investigate how Pro-gamers within FIFA experience stressors and which coping strategies are used to deal with them. The focus of the study was to bring out experiences of stressors in the participants to write if they experience and lead to any stress and performance anxiety when they are in a competitive context and if they experience these factors what they use for coping strategies to deal with these situations. A total of eight interviewees participated where all were men aged 17-34 years (M=22.5, SD=?) where these interviewees were in the inclusion criteria to participate in the studies where all were pro-gamers within FIFA. The study was based on a qualitative research method and used semi-structured interviews to collect data and an interview guide based on a theoretical framework, McGrath's (1970) four-step stress process model. In the results of the study, a total of two main themes emerge, the first main theme mentioned is perceived stressors, which in total has five underlying themes. These are demands on oneself, demands of society demands of the association, demands of fans and demands of friends and family. The second main theme that emerges in the study is coping strategies used to manage perceived stressors, that have a total of four underlying themes. These are support from the association, support from family, support from friends and coping strategies in their FIFA practice. The results part in the studies has different answers, but it was, among other things, that interviewees experience stressors in their FIFA playing, where they experience demands on themselves, society, the association, fans and from their friends and family, among other things. In the results section, it was also revealed which strategies the interviewees use to deal with these demands, which can contribute to the participants experiencing stressors. What emerged was, for example, that they felt that there was good support from the association and used the opportunity from their family and friends that they also used individual strategies such as physical activity or going out for a walk. The results of the study may in the future be useful to future research for esports associations and similar organizations. This is because the study's results can be further researched on, among other things, which coping strategies can be used if you experience stressors in your FIFA practice.

A proposta desta dissertação aborda o consumo de videogame entre os sexos e como essa relação, tipicamente econômica, perpassa padrões de gosto individuais e afeta a formação de uma relação simbólica: a identidade gamer. A grande área que permeia este estudo está no mundo virtual dos games, principalmente ao elaborar a caracterização e a tipologia dos avatares. Esta dissertação surgiu durante a leitura de material da sociologia britânica, no qual o sociólogo Garry Crawford destacou que existe uma diferenciação no consumo dos games entre homens e mulheres, e esta diferenciação ocorre pelo avatar. Destaca-se que este trabalho se compreende como um estudo interdisciplinar com foco sociológico e nele está presente literatura do game designer, filosofia, antropologia, educação, entre outras áreas que debatem e que teorizam o videogame. Utilizou-se de metodologia mista, quantitativa e qualitativa, para realizar a análise dos personagens e das entrevistas dos jogadores; por conseguinte, destaca-se um capítulo somente para a abordagem metodológica. Ressalta-se que, dos resultados encontrados, sobressaíram-se três caracterizações de avatares (uma inesperada), além da respectiva tipologia; bem como, das entrevistas, aponta-se para uma convergência no consumo dos videogames. Pode-se afirmar, categoricamente, que, na cidade de Porto Alegre, não há uma extensa diferenciação no consumo de games. / The proposal of this dissertation addresses the consumption of video game between the sexes, and this typically economic relation permeates individual patterns of taste and affects the formation of a symbolic relationship, the gamer identity. The great area that permeates this study is in the virtual world of games, especially when elaborating the characterization and typology of the avatars. This dissertation arose during the reading of material from British sociology, where the sociologist Garry Crawford, pointed out that there is a differentiation in the consumption of games between men and women; and this differentiation occurs by the avatar. It should be noted that this work is understood in an interdisciplinary study with a sociological focus, but there has literature of the designer game, philosophy, anthropology, education, among other areas that debate and theorize the video game. It was used the mixed methodology, quantitative and qualitative, of the analysis of the characters and interviews of the players; therefore, a chapter is only highlighted for the methodological approach. It should be emphasized that three avatars characterizations emerged from the results, an unexpected, besides the respective typology. As well as, from the interviews, one points to convergence in the consumption of video games. It can be affirmed, categorically, that in the city of Porto Alegre there is not an extensive differentiation in the consumption of games.

As video games and other gaming has become a popular media form, with 60% of Americans playing games daily (Entertainment Software Association [ESA], 2018), gaming communities have increased in size and participation. While scholarly research has consistently found that women are marginalized in these communities, little research has looked at how men see these communities. Research on homosociality shows that men use communities and relationships with other men to access masculinity (Bird, 1996; Dellinger, 2004; Houston, 2012). Building on game studies and masculinity studies, this research looks at the way men in tabletop roleplaying game communities understand their involvement and the ways their involvement connects with masculinity. Tabletop gaming communities give men access to a form of masculinity they may be denied, primarily by providing access to other ways of building social capital and relationships with other men.