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Publications

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    • All HBS Web  (328)
      • Faculty Publications  (60)

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      • 2023
      • Working Paper

      A Welfare Analysis of Gambling in Video Games

      By: Tomomichi Amano and Andrey Simonov
      In 2020, gamers worldwide spent more than $15 billion on loot boxes, a lottery of virtual items built into video games. Loot boxes are contentious, as regulators worry that they constitute gambling. In contrast, video game companies maintain that loot boxes are...  View Details
      Keywords: Consumer Behavior; Policy; Games, Gaming, and Gambling; Product Design; Video Game Industry
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      Amano, Tomomichi, and Andrey Simonov. "A Welfare Analysis of Gambling in Video Games." Harvard Business School Working Paper, No. 23-052, February 2023.
      • February 2023
      • Case

      Roblox: Virtual Commerce in the Metaverse

      By: Ayelet Israeli and Nicole Tempest Keller
      In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,...  View Details
      Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Video Game Industry; Video Game Industry; Video Game Industry; United States; California; North America; South America; Asia; Europe
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      Israeli, Ayelet, and Nicole Tempest Keller. "Roblox: Virtual Commerce in the Metaverse." Harvard Business School Case 523-028, February 2023.
      • September 2022
      • Case

      The Pokémon Company: Evolving into an Everlasting Brand

      By: Tomomichi Amano and Masaki Nomura
      Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that...  View Details
      Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan
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      Amano, Tomomichi, and Masaki Nomura. "The Pokémon Company: Evolving into an Everlasting Brand." Harvard Business School Case 523-022, September 2022.
      • 2022
      • Working Paper

      What Would It Mean for a Machine to Have a Self?

      By: Julian De Freitas, Ahmet Kaan Uğuralp, Zeliha Uğuralp, Laurie Paul, Joshua B. Tenenbaum and Tomer Ullman
      What would it mean for autonomous AI agents to have a ‘self’? One proposal for a minimal notion of self is a representation of one’s body spatio-temporally located in the world, with a tag of that representation as the agent taking actions in the world. This turns...  View Details
      Keywords: Self; AI; Games; Reinforcement Learning; Avatar; AI and Machine Learning
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      De Freitas, Julian, Ahmet Kaan Uğuralp, Zeliha Uğuralp, Laurie Paul, Joshua B. Tenenbaum, and Tomer Ullman. "What Would It Mean for a Machine to Have a Self?" Harvard Business School Working Paper, No. 23-017, September 2022.
      • August 3, 2022
      • Article

      Why NFT Creators Are Going cc0

      By: and Scott Duke Kominers Flashrekt
      Strategies for building brands, communities, and content through intellectual property (IP) vary greatly across NFT projects. Some maintain more or less standard IP protections; others give just NFT owners rights to innovate upon the associated intellectual property;...  View Details
      Keywords: Non-fungible Tokens; NFTs; Video Games; Merchandising; Creative Commons; Intellectual Property
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      Flashrekt, and Scott Duke Kominers. "Why NFT Creators Are Going cc0." a16zcrypto.com (August 3, 2022).
      • July 2022 (Revised November 2022)
      • Case

      Call of Fiduciary Duty: Microsoft Acquires Activision Blizzard

      By: Joseph Pacelli, Jonas Heese and James Barnett
      In January 2022, Microsoft announces its acquisition of the video game company Activision Blizzard, in a deal valued at $68.7 billion, which would make Microsoft the world’s third largest video game company. The deal came as Activision Blizzard faced gender pay...  View Details
      Keywords: Accounting; Goodwill Accounting; Analysis; Decision Making; Talent and Talent Management; Games, Gaming, and Gambling; Ethics; Leadership; Risk and Uncertainty; Mergers and Acquisitions; Lawsuits and Litigation; Video Game Industry; Video Game Industry; North America; California
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      Pacelli, Joseph, Jonas Heese, and James Barnett. "Call of Fiduciary Duty: Microsoft Acquires Activision Blizzard." Harvard Business School Case 123-011, July 2022. (Revised November 2022.)
      • June 2022 (Revised September 2022)
      • Case

      Netflix’s Culture: Binge or Cringe?

      By: Hubert Joly, Leonard A. Schlesinger, James Barnett and Stacy Straaberg
      In April 2022, streaming entertainment company Netflix lost customers for the first time in more than 10 years. Once a first mover in the streaming landscape, Netflix was facing competition from Amazon Prime Video, Disney+, HBO Max, and others. A key component of...  View Details
      Keywords: Compensation and Benefits; Employees; Recruitment; Resignation and Termination; Retention; Selection and Staffing; Innovation and Management; Innovation Strategy; Leadership Style; Business or Company Management; Management Style; Media; Business Processes; Organizational Culture; Organizational Structure; Performance Expectations; Performance Productivity; Creativity; Business Strategy; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; North America; California; Canada; Europe; Middle East; Africa; Asia; Latin America
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      Joly, Hubert, Leonard A. Schlesinger, James Barnett, and Stacy Straaberg. "Netflix’s Culture: Binge or Cringe?" Harvard Business School Case 522-096, June 2022. (Revised September 2022.)
      • January 2022
      • Article

      Artificial Intelligence, Data-Driven Learning, and the Decentralized Structure of Platform Ecosystems

      By: David R. Clough and Andy Wu
      Gregory, Henfridsson, Kaganer, and Kyriakou (2020) highlight the important role of data and AI as strategic resources that platforms may use to enhance user value. However, their article overlooks a significant conceptual distinction: the installed base of...  View Details
      Keywords: Artificial Intelligence; Data Strategy; Ecosystem; Value Capture; Digital Platforms; Analytics and Data Science; Strategy; Learning; Value Creation; AI and Machine Learning; Video Game Industry; Video Game Industry; Video Game Industry; Video Game Industry
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      Clough, David R., and Andy Wu. "Artificial Intelligence, Data-Driven Learning, and the Decentralized Structure of Platform Ecosystems." Academy of Management Review 47, no. 1 (January 2022): 184–189.
      • August 2021
      • Supplement

      The London 2012 Olympic Games Video Supplement

      By: John T. Gourville
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      Gourville, John T. "The London 2012 Olympic Games Video Supplement." Harvard Business School Multimedia/Video Supplement 521-718, August 2021.
      • March 2021
      • Case

      Astralis Group: Determining a Brand Strategy

      By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emilie Billaud
      After launching a Danish esports company in July 2019, and going public in December 2019 with multiple brands associated with different games, the Astralis leadership team was contemplating a shift to a single, corporate brand. While the original arguments for...  View Details
      Keywords: Brand Strategy; Esports; Video Games; Corporate Scope; Positioning; Ecosystem; Brands and Branding; Strategy; Business Ventures; Business Startups; Entrepreneurship; Ethics; Sports; Competitive Strategy; Value Creation; Diversification; Games, Gaming, and Gambling; Sports Industry; Entertainment and Recreation Industry; Denmark; Europe
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      Esty, Benjamin C., Mette Fuglsang Hjortshoej, and Emilie Billaud. "Astralis Group: Determining a Brand Strategy." Harvard Business School Case 721-382, March 2021.
      • February 2021
      • Article

      Platform Diffusion at Temporary Gatherings: Social Coordination and Ecosystem Emergence

      By: Tommy Pan Fang, Andy Wu and David R. Clough
      Software platforms create value by cultivating an ecosystem of complementary products and services. Existing explanations for how a prospective complementor chooses platforms to join assume the complementor has rich information about the range of available platforms....  View Details
      Keywords: Innovation Ecosystems; Technology Diffusion; Hackathon; Contagion; Software Applications; Software Development; Software Engineering; Technology Strategy; Technology Adoption; Technological Innovation; Information Infrastructure; Innovation Strategy; Digital Platforms; Network Effects; Applications and Software; Information Technology; Video Game Industry; Video Game Industry; Video Game Industry; Video Game Industry
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      Fang, Tommy Pan, Andy Wu, and David R. Clough. "Platform Diffusion at Temporary Gatherings: Social Coordination and Ecosystem Emergence." Art. 1. Strategic Management Journal 42, no. 2 (February 2021): 233–272. (Lead article.)
      • September 2020
      • Case

      Apple Bets on Augmented Reality

      By: Rory McDonald, David Lane and Mel Martin
      In 2020, augmented reality (AR) was still a nascent technology with blockbuster potential, one which Apple was actively developing as its iPhone franchise waned. But the emergence of AR was uneven, including the disappointing Google Glass and the unexpected viral...  View Details
      Keywords: Augmented Reality; Industry Structures; Product Development; Commercialization; Competition; Corporate Strategy; Diversification; Information Technology; Technology Adoption; Video Game Industry; Video Game Industry; Video Game Industry
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      McDonald, Rory, David Lane, and Mel Martin. "Apple Bets on Augmented Reality." Harvard Business School Case 621-007, September 2020.
      • September 2020
      • Case

      Hot Wheels: Launching The Mixed Play Experience

      By: Elie Ofek, Andres Terech and Nicole Tempest Keller
      Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new “mixed play” product experience that blended familiar Hot Wheels play in the physical world with breakthrough play in...  View Details
      Keywords: Toys; Go-to-market Strategy; Product Development; Technological Innovation; Product Launch; Product Positioning; Decision Making; Marketing; Strategy; Los Angeles
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      Ofek, Elie, Andres Terech, and Nicole Tempest Keller. "Hot Wheels: Launching The Mixed Play Experience." Harvard Business School Case 521-017, September 2020.
      • August 2020 (Revised June 2021)
      • Case

      Skillz: Esports and Skill-Based Mobile Gaming

      By: Andy Wu, David B. Yoffie and George Gonzalez
      Founded in 2012, Skillz offered a platform for mobile app developers to monetize skill-based games via prized tournaments. Skillz had over 20,000 registered developers that had created thousands of Skillz-powered games played by over 30 million registered users...  View Details
      Keywords: Video Games; Mobile; Esports; Applications and Software; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Information Technology; Digital Platforms; United States
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      Wu, Andy, David B. Yoffie, and George Gonzalez. "Skillz: Esports and Skill-Based Mobile Gaming." Harvard Business School Case 721-358, August 2020. (Revised June 2021.)
      • January 2020
      • Case

      Ninja: Which Platform Wins Esports' Biggest Star?

      By: Anita Elberse and Michal T. Leszczynski
      It is July 2019, and the business of esports and gaming is booming. Tyler Blevins—better known as Ninja—has risen to stardom playing the immensely popular shooter game Fortnite. He has become the most followed streamer in the world and, helped by his management company...  View Details
      Keywords: Esports; Platforms; Superstar; Games, Gaming, and Gambling; Internet and the Web; Personal Development and Career; Decision Making; Digital Platforms; Video Game Industry; Video Game Industry
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      Elberse, Anita, and Michal T. Leszczynski. "Ninja: Which Platform Wins Esports' Biggest Star?" Harvard Business School Case 520-036, January 2020.
      • October 2019 (Revised October 2019)
      • Case

      Epic Games

      By: Andy Wu and Christopher Zhang
      Epic Games entered a stagnant market with its PC-games digital storefront in 2018, in the context of incumbent competitors such as Steam, its meteoric rise via Fortnite, and imminent industry shifts in gaming distribution. On the surface, Epic Games Store’s competitive...  View Details
      Keywords: Industry Analysis; Video Games; Platforms; Comparative Advantage; Growth Strategy; Innovation Focused Strategy; Pricing Strategy; Strategy; Competition; Growth and Development Strategy; Innovation Strategy; Games, Gaming, and Gambling; Digital Platforms; Technology Industry
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      Wu, Andy, and Christopher Zhang. "Epic Games." Harvard Business School Case 720-380, October 2019. (Revised October 2019.)
      • June 2019 (Revised September 2019)
      • Case

      Parrot: Navigating the Nascent Drone Industry

      By: Rory M. McDonald, Emilie Billaud and Vincent Dessain
      In 2018, Henri Seydoux, CEO and Founder of Parrot, believed that his company was at an inflection point in its history. Parrot had been a European leader in consumer electronics since the 1990s, first developing Bluetooth kits for cars before moving on to electronic...  View Details
      Keywords: Forecasting and Prediction; Disruption; Entrepreneurship; Corporate Strategy; Technological Innovation; Leading Change; Competitive Advantage; Information Technology; Competitive Strategy; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Europe; France; Paris
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      McDonald, Rory M., Emilie Billaud, and Vincent Dessain. "Parrot: Navigating the Nascent Drone Industry." Harvard Business School Case 619-085, June 2019. (Revised September 2019.)
      • March 2019 (Revised March 2020)
      • Case

      Choosing the Right Esports Business Model

      By: David Collis and Alexander MacKay
      Two esports entrepreneurs must choose on which business model to focus their time and money. After successfully launching an online esports coaching platform, a number of new opportunities emerge in the rapidly growing esports space that now has close to one billion...  View Details
      Keywords: Entrepreneurial Ecosystems; Business Development; Esports; Business Ventures; Entrepreneurship; Business Model; Management; Strategy; Sports; Video Game Industry; Video Game Industry; Video Game Industry; Video Game Industry; Video Game Industry; North and Central America; Europe; Asia
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      Collis, David, and Alexander MacKay. "Choosing the Right Esports Business Model." Harvard Business School Case 719-459, March 2019. (Revised March 2020.)
      • November 2018
      • Case

      Sportradar (A): From Data to Storytelling

      By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann
      In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on...  View Details
      Keywords: Sports Data; Data; Sport; Sportradar; Football; Soccer; Gambling; Betting; Betting Markets; Statistics; Odds; Live Data; Bookmakers; Betradar; Visualization; Integrity; Monitoring; Gaming; Streaming; 2013; St.Gallen; Algorithm; Mathematical Modeling; Carsten Koerl; Betandwin; Bwin; Wagering; Probability; Sports; Analytics and Data Science; Mathematical Methods; Games, Gaming, and Gambling; Transition; Strategy; Media; Sports Industry; Technology Industry; Information Technology Industry; Media and Broadcasting Industry; Europe; Switzerland; Asia; Austria; Germany; England
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      Casadesus-Masanell, Ramon, Karen Elterman, and Oliver Gassmann. "Sportradar (A): From Data to Storytelling." Harvard Business School Case 719-429, November 2018.
      • June 2018 (Revised January 2020)
      • Case

      Sony

      By: Stefan Thomke, Atsushi Osanai and Akiko Kanno
      Sony used to be synonymous with "innovation" and "cool products." The case reveals how the company lost its edge and describes the leadership initiatives to restore its former glory. In 2012, Kazuo (Kaz) Hirai becomes CEO and successfully transforms Sony, including a...  View Details
      Keywords: Customer Experience; Product Differentiation; Transformation; Leadership Style; Technology Adoption; Leading Change; Video Game Industry; Video Game Industry; Video Game Industry; Japan
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      Thomke, Stefan, Atsushi Osanai, and Akiko Kanno. "Sony." Harvard Business School Case 618-045, June 2018. (Revised January 2020.)
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