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Game-dev socially responsible. Is CSR in the video game industry more than image-building activities? Analysis and discussion on the example of selected industry players

2023; Silesian University of Technology; Volume: 2023; Issue: 179 Linguagem: Inglês

10.29119/1641-3466.2023.179.2

1641-3466

Iwona Czerska, Aleksandra Majerska,

Management and Organizational Practices

Purpose: The study's primary purpose was to identify CSR activities performed by key players in the game-dev sector in the context of the brand's overall activities and the consistency of their cases.The specific objectives were to define CSR areas and isolate activities in these areas of selected game-dev industry entities -and then compare them with each other to determine whether, in their case, corporate social responsibility is an image-building tool or actual activities that build the image of a responsible brand.Design/methodology/approach: The authors highlighted the CSR practices used by game developers and producers, their characteristics and their juxtaposition with other areas of these companies' operations.Then, using desk research analysis, the effects of such strategies on game-dev companies, such as Techland, Electronic Arts or Ubisoft, were studied, as well as the identified potential risks for gamers resulting from these practices -the problem of game jams and unclear copyright rules for ongoing projects, among others, was addressed.Findings: Game developers can implement CSR activities through their products (by addressing social issues in the game's content and mechanics) and around themby undertaking various projects that demonstrate social responsibility.While necessary and often valuable, CSR activities build a positive brand image, drawing attention away from unethical or questionable business practices, such as micropayment mechanisms that use gambling patterns.Social implications: As a result of applying corporate social responsibility measures, gamedev companies are gaining trust from gamers, who view the gaming reality as more secure and comfortable, thus being more exposed to the risks of mechanisms such as lootboxes or vaguely designed game business models.Originality/value: The article is primarily addressed to researchers and scholars dealing with the field of CSR in the context of its consistency with the main objects of companies.The work may also interest students in marketing, psychology, culture, and game studies.In addition, the article is also valuable for parents and guardians of those particularly vulnerable to abuse by game developers and producers -minors.