Navigating pricing strategies in the video game industry: evidence from passionate gamers.

The video game industry has emerged as a major global entertainment force, propelled by technological advancements and evolving consumer preferences. This paper critically examines the pricing strategies employed within the industry from the perspective of passionate gamers, focusing on the impact of digital distribution platforms and price strategies on consumer purchasing behaviour and market dynamics. Through an exploratory online survey conducted among Italian gaming community members, this study elucidates trends in consumer perceptions, highlighting sensitivities to game prices and preferences for value-driven purchases. The results indicate that while consumers exhibit high price sensitivity, they demonstrate a willingness to pay premiums for games perceived as offering substantial value, particularly those with immersive experiences and engaging narratives. Additionally, interviews with industry experts offer insights into strategic considerations underlying pricing decisions, underscoring the importance of aligning pricing strategies with consumer expectations to enhance engagement and revenue. Our empirical study enriches the existing marketing literature on an underexplored industry and marketing policy, shedding light on the adoption of specific pricing strategies in the video game industry. The findings present valuable implications for developers and marketers seeking to navigate the complexities of the modern video game industry and achieve sustainable growth