Identifying the Components of Iranian Sports Digital Games Development based on the RACE marketing model

Document Type : Research Paper

Authors

1 Associate Professor, Department of Sport Management, Shahid Rajaee Teacher Training Universit, Tehran, Iran.

2 Asistant Professor, Department of Sport ManagementShahid Rajaee Teacher Training Universit, Tehran, Iran.

3 M.A, Department of Sport Management, Shahid Rajaee Teacher Training Universit, Tehran, Iran.

Abstract

A B S T R A C T
This research aimed to identify the components of Iranian digital sports games development based on the RACE marketing model. The method of this study was qualitative and thematic analysis (deductive method) and thematic network drawing. In addition to reviewing the research literature, a semi-structured interview was conducted with 15 experts in marketing, producters, government managers, university professors and professional players based on the RACE marketing model, until reaching theoretical saturation. These results were obtained for each of the main themes of the RACE model in the order of the components of the above model: For the "increasing brand awareness" theme, six Integrated themes including advertising and promotion content, advertising and promotion process, promotion and advertising platform, branding platform, successful branding and supporting infrastructure; for the "audience interaction with the brand" theme, four integrated themes including: the attractiveness of introducing the product, the attractiveness of the game platform, the attractiveness of the game process and support and logistics; for "attracting potential audiences," theme, five integrated themes including game structure, domain advertising, management requirements, game economy, game security and for the "increasing customer relationship development" theme; six integrated themes including the quality of products and services, customer needs, wide-ranging advertising, communication, the value chain in the game and game security were identified and  the theme network of the RACE marketing model was drawn. Acceptability, transferability and confirmability of the results were evaluated with scientific methods. Considering the integration of integrated themes into a coherent theme network, it is suggested that managers, producers and marketers of Iranian digital games pay attention to all the factors identified in this research at the same time.

Keywords

Main Subjects

References

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History

  • Receive Date: 14 August 2023
  • Revise Date: 03 September 2023
  • Accept Date: 20 June 2024

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