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Online gaming is becoming increasingly popular. At first glance as a niche phenomenon for computer kids, online games have now become firmly established in media consumption – largely independent of age, education, income or gender. As online gaming time and in particular concentrated attention binds, it compete with established media. On the basis of the results of a representative primary study, this article examines this development more precisely for Germany.

hotel-taxi44In addition to the investigation of users and use of online games, the focus is on selected economic aspects. Acceptance for advertising in online games is relatively high – and depending on the genre, it can even be positive for the perception of reality in the virtual environments. For the providers of computer games new revenue models emerge. While at the beginning of the development, the sale of the game software was the focus, the vendors today are increasingly generating revenues through monthly subscription fees, advertising and product placement, merchandising and license revenue, and, more recently, real transaction fees for selling or selling virtual goods. Around a new generation of online games like World-of-Warcraft and virtual environments like Second-Life, increasingly economic mechanisms are developing, which build on the interactivity and creativity of the users to offer an attractive entertainment.


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