| Abstract [eng] |
This Master’s thesis analyses the phenomenon of success communication in video games, focusing on its impact on gaming communities. Particular attention is given to the video game Genshin Impact, which was selected as a case study. The research is relevant due to the significance of success communication in motivating players, fostering social connections, and forming communities. This thesis’s object is success communication in video games and its impact on gaming communities, with Genshin Impact as the case study. The aim of the thesis is to investigate the impact of success communication on video game communities, using Genshin Impact as the chosen example. The objectives include defining the concept of success communication, conducting a theoretical analysis of success communication in the context of video games, examining Genshin Impact players’ success communication, and determining its impact on the game’s community. The primary research methods are quantitative content analysis and qualitative interviews. These methods facilitated the evaluation of success communication content shared by Genshin Impact community members on social media and provided insight into players’ experiences. The results revealed that Genshin Impact players predominantly communicate individual achievements, with the most common topic being gacha mechanics victories. The most frequently utilised form of success communication is video content. The findings also showed that success communication fosters community spirit, motivation, and peer learning. However, some players reported feeling social pressure due to success communication, particularly regarding gacha mechanics. Gender differences were observed: male players were twice as likely to share their achievements publicly on social media compared to female players. The conclusions highlighted that success communication is a tool for efficiency strategy, enhancing audience engagement in the creative industries. The thesis demonstrates that success communication is an integral part of gaming communities. While players create success communication themselves, game developers can encourage this phenomenon, influence players’ perceptions of success, and use success communication as an efficiency strategy tool. |
