The subject of this analysis is a marketing model for a physical product based on the use of influencer marketing combined with the environment of the game Minecraft. Online creators promote branded toys containing candy, widely available in retail sale, including in popular discount store chains. The campaign also involves creating and making available within Minecraft virtual counterparts of the promoted products, which function, inter alia, on servers, on maps and through game modifications.
The dynamic development of the computer games market has led to a significant change in the monetization models used by game producers and publishers. The traditional sales model, based on a one-time purchase of a product by the consumer, has been largely replaced by solutions based on long-term user engagement and generating revenue through micropayments (microtransactions). Mechanisms known as loot boxes, consisting in the paid purchase of virtual packages with random content.
We are pleased to share that Kiełtyka Gładkowski KG Legal has published an expert contribution in Infor, one of Poland’s leading legal and financial publications, devoted to one of the most intriguing regulatory phenomena of the digital economy: loot boxes in video games.
