Digital Content Marketing as Business Strategy for Japanese Video Game Company in the Network Society

Bibliographic Data

ID6088640
AuthorsAbyan Nurfikri Muhammad (University of Indonesia), Kurniawaty Iskandar (0000-0002-2211-4565, University of Indonesia)
Year2024
Volume12
Issue2
Publication date2024-12-30
Open AccessYes
TypeARTICLE
VenueLONTAR Jurnal Ilmu Komunikasi (JOURNAL)
Journal identifiersISSN: 2442-5109 • E-ISSN: 2599-2104
PublisherUniversitas Serang Raya (PUBLISHER)
DOI10.30656/lontar.v12.i2.9496
OpenAlexW4406047822
LanguageEN
References cited2

This study examines how CapCom, a company in the Japanese video game industry, increased its sales through digital content marketing. Japan is one of the countries that has strength in the global economy in various aspects of the economy, one of which is the video game industry. The video game industry in Japan has gone through several periods ranging from the arcade era to the handheld era. CapCom is one of the Japanese companies engaged in the video game industry. The company focuses its business on digital content marketing. This is also CapCom's effort to increase its sales. This research uses Castells' theory of network society and Koiso and Kanttila's concept of digital content marketing with a leatherative research method and document analysis obtained from online sources. Based on the analysis of data collected from various sources, CapCom's effort to increase its sales through digital content marketing is by utilizing global networks for various marketing purposes. Then, CapCom also tends to emphasize value-added services by offering DLC (downloadable content) on its digital content to increase sales and consumer loyalty to the company

Advertising · Business · Content marketing · Digital marketing · Game design · Game Developer · Multimedia · Video game · Computer Science · Digital Games and Media · Mathematics · Marketing

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