1980-2000 Yılları Arasındaki Video Oyun Sektörünün İncelemesi: Nintendo ve Sega Örneği

Year 2022, Volume: 22 Issue: 3, 911 - 930, 28.09.2022

Tayfun Şaan , Muhammet Ali Tiltay Mahmut Sami İşlek

https://doi.org/10.18037/ausbd.1181534

Abstract

Dijitalleşmenin artması ile birlikte tüketicilerin de boş zamanlarında yaptıkları aktivitelerde değişiklikler olmuştur. Özellikle video oyunlar tüketicilerin kendi benliklerini şekillendirdiği boş zaman aktivitelerinin başında gelmektedir. Günümüzde 159 milyar dolarlık pazar hacmi ile video oyun sektörü, eğlence sektörlerinin en büyüklerinden biri olarak yer almaktadır. Bu çalışmanın amacı teknolojinin gelişmesi ile günümüz dünyasının en büyük eğlence sektörlerinden biri haline gelen video oyun sektöründe yer almış olan Nintendo ve Sega firmalarının 1980 ve 2000 yılları arasında uyguladığı pazarlama faaliyetlerini marka yaşam döngüsü kapsamında tarihsel bir bakış açısı ile incelenmesidir. Bu doğrultuda firmaların kuruluşları ve sektöre girişleri araştırıldıktan sonra firmaların uyguladığı pazarlama faaliyetleri, video oyun sektörünün gelişmesinde etkili olan faktörler tespit edilmiştir. Araştırma sonucunda Sega’nın pazara başarılı girişi hem uyguladığı başarılı pazarlama stratejileri hem de Nintendo’nun rakibini küçümsemesi ile ilişkilendirilmiştir. Buradan hareketle rekabet sürecinde yer alan markaların karşılıklı stratejilerinin nasıl sonuçlar doğurduğu anlaşılmaya çalışılmıştır. Araştırma sonuçlarının teknoloji firmalarının pazarlama eylemlerinin ve video oyun sektöründeki güncel gelişmelerin anlaşılmasında araştırmacı ve uygulayıcılara tarihsel bir içgörü sağlaması beklenmektedir.

Keywords

Video Oyun Sektörü, Pazarlama Tarihi, Nintendo, Sega

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