In her master’s thesis, Melissa Joy analyzes how fan-generated content can be used as part of an effective marketing strategy in the gaming industry to build brand loyalty and trust. Using qualitative research, she shows that fans play an important role in brand building and how companies can use this dynamic for their success.
MU Berlin
Melissa Joy, M.A.
Leveraging Fan-Generated Content as Part of Effective Marketing Strategy in the Gaming Industry to Ensure Brand Trust and Loyalty
Prof. Dr. Lorenz Pöllmann (First supervisor), Lorena Zurilov, M.Sc. (Second supervisor)
In her master’s thesis, Melissa Joy explores how fan-generated content can be used as a marketing strategy in the gaming industry to build brand loyalty and trust. The thesis looks at the growing phenomenon of the ‘fan community’ and explores how fans become valuable brand ambassadors by actively creating content and sharing their contributions with others in their network.
The work is based on expert interviews with developers, brand experts and engaged fans as well as a netnography focusing on the observation of online communities on platforms such as Discord and Steam. These methods enable the author to gain deep insights into the behavior and motivation of fans.
A key finding of the study is that fan-generated content has a major impact on the perception and success of brands in the games industry. Fans not only participate in the creation of content, but also actively contribute to the dissemination of positive brand messages.
Joy notes that games companies that respond to the needs and interests of their fans and offer them a platform to help shape the game achieve greater brand loyalty and customer retention. One example of this is the successful collaboration between gamers and developers in the development of mods and other content for games such as “Counter-Strike 2” and “PlanetSide 2”. This collaborative approach to value creation increases the longevity of the game and also fosters a deeper connection between fans and the brand. Developers serve as important intermediaries that bridge the gap between brand identity and fan culture.
“When fans feel that they are part of the development process, they feel more connected to the brand and are more likely to become loyal customers.”
Melissa Joy
Another important result of the work is the realization that fans who actively participate in online communities often develop a sense of “experience loyalty”. This means that their connection to the brand goes beyond simply consuming the product. They identify with the brand and its fan community, which leads to long-term loyalty. Joy explains: “When fans feel that they are part of the development process, they feel more connected to the brand and are more likely to become loyal customers.”
The work underlines the need to consider fan content as part of a long-term marketing strategy. Companies should recognize and encourage the creative contributions of their fans by offering them space to participate and actively incorporating their contributions into brand communication. An example of this is rewarding fans by officially incorporating their content into the game, which leads to a sense of belonging, increased motivation and loyalty.
In summary, the master’s thesis shows that fan-generated content is a crucial element for building brand trust and loyalty in the gaming industry. Joy’s work provides practical recommendations on how companies can use fan communities to authentically strengthen their brand and build a sustainable relationship with their customers. The study shows that engaging and valuing fans increases brand loyalty and significantly boosts a game’s innovation and longevity.
