Assessing video gaming events in South Africa : supply and demand perspective

Abstract

The video gaming industry is one of the largest and fastest growing entertainment industries in the world. The video gaming industry is also recognised as a core or peripheral creative industry in many popular creative-industry models. Creative industries are utilised by the tourism industry to stimulate creative tourism. Included in creative-tourism activities are creative events. As a creative event, video gaming exhibitions/events not only play a key role in supporting and exposing various video gaming sectors but also in growing creative tourism and the creative industries. Unfortunately, little to no research has been conducted on video gaming events, not to mention the video gaming industry in South Africa. As a result, entry and investment for these events are severely restricted. To make matters worse, many of the country’s creative industry models and policies do not recognise the video game industry as being part of the creative industries, limiting government support. The aim of this study was; therefore, to assess video gaming events in South Africa from a supply- and demand-side perspective. Through this assessment, this research adds to the knowledge base regarding the development and expansion of video gaming as part of creative industries. The aim of the study was realised by setting and investigating six objectives. The first three objectives were achieved through literature analyses of the creative industries, exhibition management and events, and the video gaming industry respectively. The fourth aim was achieved by conducting a destination-based visitor survey at the 2016 rAge Expo in Johannesburg - Africa's largest technology and video gaming exhibition (demand-side assessment). A total of 420 completed questionnaires were collected and analysed through SPSS software (Version 25). Thereafter, three exploratory factor analyses were conducted. First, on the motives for playing video games, which identified the factors: recreational escapism, social cohesion and competitiveness, mental and creative exploration, role-playing, and self-development and expression. Second, on the motives for attending video gaming events, which were: social gaming development, following gaming developments, gaming purchases, and gaming promotions and competitions. Third, on the evaluation of expo related aspects, which included the factors: general organisation, venue management, quality and variety of content, and affordability. Market segmentation was then applied to identify different markets based on the motives for playing video games (Hard-core gamers, Intermediate gamers and Casual gamers) and the motives for attending video gaming events/rAge (Enthusiast, Socialisers, Trend seekers and Casual attendees). By means of a series of multivariate statistical analyses (ANOVA, Tukey’s Ba,b Post hoc tests, Cohen’s d values and cross-tabulations) the markets were compared to identify any differences/similarities between them. Statistically significant differences between the market segments revealed that the video gaming market cannot be regarded as homogeneous, emphasising the necessity of applying market segmentation. Based on the differences, practical guidelines were provided aimed at organisers on how to attract, retain and expand the different market segments. The fifth aim was achieved by conducting telephone interviews with eight video gaming event organisers (supply-side assessment) during the months of March and May 2018. The conversations were recorded and transcribed. Thereafter, by means of a case study approach, several themes were identified. The themes were listed and discussed under the categories: factors for selecting a venue (five themes), main objectives for organising video gaming events (five themes), how to deal with changing market trends (five themes), critical success factors for hosting video gaming events (eight themes), and the state of video gaming events in South Africa (six themes). A comparison with previous event supply-side literature revealed similarities and differences in theme quantity and arrangement, while several distinct themes were identified for video gaming events. Based on these findings, it is evident that not all events share the same success factors or objectives or have the same set of opportunities or challenges, emphasising the necessity for conducting supply-side research of this nature. The supply-side assessment revealed valuable insights regarding the event management approach in a video gaming event-planning context. The sixth aim was achieved by drawing conclusions and making recommendations regarding an assessment of video gaming events in South Africa from a supply and demand perspective. Firstly, the demand-side (quantitative) results were compared with the supply side (qualitative) results, revealing differences/similarities to why visitors attend video gaming events compared to the critical success factors and the main objectives for hosting it. Through this comparison, an assessment was developed aimed at academics and researchers, with regard to future research, on how supply and demand-side aspects are linked in providing memorable and satisfying visitor experiences at video gaming events. Secondly, a proposed practical framework for expanding video gaming exhibitions as part of the creative industries in South Africa was developed as a guideline for industry decisionmakers to support and expand video gaming exhibitions/events. The application of the framework might foster knowledge creation vital to the expansion of video gaming exhibitions/events, as part of creative tourism, thereby growing the video gaming industry as part of the creative industries in South Africa. Ultimately, this framework advocates the necessity to recognise video games as part of the country’s creative-industry sectors. In achieving the study objectives, the assessment and proposed framework make a valuable practical contribution, while several literature contributions are achieved that fill the gaps in the current exhibition/events, video-game and creative-industry literature