That’s because innovation is a social, symbolic and technological phenomenon, present in all mediatic contemporary society and can pervade the entire field of Communication. Innovation is also present in the social impact of new communication and information technologies, in the new receptor, now producing and interacting, in cognitive processes, languages, aesthetics and even in modern methodological and theoretical approaches to communication. The concept of innovation consists of an idea, practice or the material good of relevant application and constitutes a fundamental factor for competitiveness and growth. In this section, we present the concepts that will be used in this work, especially Innovation, Information and Communication Technologies, and Co-creation. Finally, we present the final considerations, which also point the limitations and proposals for future studies on the theme. After that we discuss the methodology followed the presentation of results.
In addition to this introduction, the literature review focuses on Innovation, Information and Communication Technologies (ICTs) and Co-creation.
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The lack of planning on how to create value together with consumers limits the benefits of co-creation. What is evident is that the consumer participates in the development and changes made to products making it clear that there is a co-creation of value, although this is not explicitly planned by the organization. However, other constructs used and already established in the industry such as consumer development, seem to approximate the concept of co-creation. The results show that the concept of co-creation is unknown to managers. Because it is a qualitative and exploratory research, the chosen method was the single case study, having as object a Brazilian game developer company with products launched internationally. Also, understand the role of Information and Communication Technologies (ICTs) tools in co-creation process. Therefore, the objective of this study is to understand how the process of co-creation occurs within the creative industry of video games. In Brazil, concepts such as co-creation and open innovation are not familiar within the games industry, which probably explains the absence of academic production on such concepts. It is not common in the game development literature to use the concept of co-creation, and even managers of developers do not seem to know the idea. In this way, the paradigm that the company creates value and sells it to its consumers ceases to exist, passing the consumer to be an active participant in the creation of value for the organizations. This engagement can be understood as a co-creation of value. This previous limitation was due to the high investment required to provide the products and the difficulty of knowing and competing with already established giant companies.Īnother characteristic brought by the innovations in the industry is the increasing participation of consumers (gamers) in the process of product development. The reduction of production costs and access new customers via new platforms are a direct result of these innovations.īrazilian developers could, in this new competitive scenario, offer their products to markets that previously could not be accessed. Among these innovations, we can mention the growth of mobile devices and the increasing access to the internet. The technological innovations that have occurred in recent years have allowed the development of video games to migrate from large traditional countries to several new markets. This importance is due both to the growth of corporate revenues and to the technological and innovative emphasis on organizations. The creative industry of video games has proven to be one of the most important industries within the entertainment industry along with filmmaking.
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