Abyan Nurfikri Muhammad, Kurniawaty Iskandar

Digital Content Marketing as Business Strategy for Japanese Video Game Company in the Network Society

Introduction

Digital content marketing as business strategy for japanese video game company in the network society. Explore how CapCom, a Japanese video game company, boosted sales using digital content marketing strategies, network society principles, and value-added DLC to build consumer loyalty.

Abstract

This study examines how CapCom, a company in the Japanese video game industry, increased its sales through digital content marketing. Japan is one of the countries that has strength in the global economy in various aspects of the economy, one of which is the video game industry. The video game industry in Japan has gone through several periods ranging from the arcade era to the handheld era. CapCom is one of the Japanese companies engaged in the video game industry. The company focuses its business on digital content marketing. This is also CapCom's effort to increase its sales. This research uses Castells' theory of network society and Koiso and Kanttila's concept of digital content marketing with a leatherative research method and document analysis obtained from online sources. Based on the analysis of data collected from various sources, CapCom's effort to increase its sales through digital content marketing is by utilizing global networks for various marketing purposes. Then, CapCom also tends to emphasize value-added services by offering DLC (downloadable content) on its digital content to increase sales and consumer loyalty to the company.

Review

This study endeavors to explore the efficacy of digital content marketing as a business strategy for CapCom, a prominent Japanese video game company, within the framework of Castells' network society theory and Koiso and Kanttila's digital content marketing concept. The abstract highlights Japan's significant role in the global video game industry and positions CapCom's strategic focus on digital content marketing as a driver for increased sales. Utilizing what is described as a "leatherative research method"—a term that warrants clarification—and document analysis from online sources, the research concludes that CapCom leverages global networks for marketing and emphasizes value-added services, specifically downloadable content (DLC), to boost sales and consumer loyalty. The topic is highly relevant, given the evolving landscape of digital consumption and marketing in the entertainment sector. While the study addresses a pertinent and timely subject, focusing on a major player in the Japanese video game industry, several aspects require further attention. The methodological description, particularly the phrase "leatherative research method," is unclear and likely a typographical error; this needs to be corrected and precisely defined (e.g., literature review, narrative analysis, qualitative case study). Furthermore, the abstract would benefit from greater specificity regarding the scope and selection criteria for the "document analysis obtained from online sources." A more detailed explanation of how Castells' network society theory and Koiso and Kanttila's concept are applied beyond mere mention would also strengthen the theoretical grounding, demonstrating a deeper analytical engagement rather than just thematic alignment. Overall, the paper presents an interesting case study with practical implications for digital content marketing strategies within the video game industry. To enhance its academic rigor and contribution, the authors are encouraged to explicitly define and justify their research methodology, providing clearer insights into the data collection and analysis processes. Expanding on the specific mechanisms through which CapCom utilizes global networks and how DLC concretely builds loyalty, supported by more granular evidence, would also enrich the findings. Addressing these points would transform a promising exploration into a more robust and methodologically sound contribution to the literature on digital business strategies and the network society.

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