Searching for RNGesus: A Study on the Use of Randomization in Video Games

Jacob Hiler, Ohio University, USA
Laurel Cook, West Virginia University, USA
William Northington, Idaho State University, USA
The discussion of randomization in marketing up until this point has focused primarily on its use as an experimental methodological tool. This study, however, focuses on studying intentional randomization in consumer experiences, notably in the video game industry. The focus of this study is to explore both how randomization is employed by developers in video games as well as how it is experienced and perceived on the part of their consumers. As Kozinets (2015) suggests in Netnography Redefined, more netnographic attention needs to be placed on video websites such as YouTube and Twitch rather than textual data in online forums and communities, especially since many online communities and much of the discourse are moving to more video based discussions. Thus, using this netnographic videography approach, the filmmakers immersed themselves in over 25 hours of user-generated video content shared publicly on YouTube and Twitch, and various user-generated text commenting on the nature of


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