AN EXPLORATIVE SURVEY ON METAVERSE GAMING INDUSTRY IN THAILAND: MARKETING COMMUNICATION

Abstract

The Metaverse concept and application have been a hot topic in recent years. The fact that more and more relevant technologies and early concepts are being applied initially to the gaming sector. There is no doubt that the metaverse, particularly its initial implementation in the gaming industry, is attracting increasing attention from both commercial participants and academic scholars (Abed&Rinkevic, 2022). Under these circumstances, how to effectively communicate with consumers on these metaverse game platforms becomes an essential challenge. This paper intends to introduce the concept of Metaverse, the reasons for the Virtual Metaverse world, Metaverse gaming industry technology support, some typical Metaverse games, good marketing communication approaches and interesting open issues in the Metaverse gaming industry. The primary objective of this study is to propose some feasible marketing communication tactics on Metaverse gaming platforms in the Thailand market. Using a documentary qualitative research method, it was discovered that creating virtual products, brand placement, hosting virtual events, and word-of-mouth (WOM) are some effective strategies to engage with customers on various Metaverse gaming platforms in Thailand.