UCL Discovery
UCL home » Library Services » Electronic resources » UCL Discovery

New horizons or a strategic mirage? Artist-led-distribution versus alliance strategy in the video game industry

Broekhuizen, TLJ; Lampel, J; Rietveld, J; (2013) New horizons or a strategic mirage? Artist-led-distribution versus alliance strategy in the video game industry. Research Policy , 42 (4) pp. 954-964. 10.1016/j.respol.2012.12.007. Green open access

[thumbnail of RP accept Oct-2012.pdf]
Preview
Text
RP accept Oct-2012.pdf - Accepted version

Download (570kB) | Preview

Abstract

In this paper we contribute to the debate between researchers who argue that the emergence of online distribution allows content producers in the creative industries to bypass powerful publishers and distributors, and other researchers who argue that this strategy cannot succeed without the complementary assets that these intermediaries provide. We use a case study of the Dutch Video Game Developer (DVGD) bringing to market an identical game using two different but comparable distribution channels as a quasi-experiment: in the first release DVGD used online distribution to reach consumers directly, whereas in the second it used an alliance with an established video game publisher. We find that, while the alliance required DVGD to share with the publisher a substantial fraction of the value appropriated by the game, the alliance strategy resulted in greater absolute financial performance and relative market performance compared to the self-publishing strategy. We conclude that the differences in performance can be traced back to specialized complementary assets required for successful commercialization.

Type: Article
Title: New horizons or a strategic mirage? Artist-led-distribution versus alliance strategy in the video game industry
Open access status: An open access version is available from UCL Discovery
DOI: 10.1016/j.respol.2012.12.007
Publisher version: https://doi.org/10.1016/j.respol.2012.12.007
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Specialized complementary asset, Online distribution channels, Vertical integration, Vertical bypassing, Gatekeepers, Video game industry
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: https://discovery.ucl.ac.uk/id/eprint/10056195
Downloads since deposit
278Downloads
Download activity - last month
Download activity - last 12 months
Downloads by country - last 12 months

Archive Staff Only

View Item View Item