Value in the Gaming Industry: Key Factors in the Success GAAS Model

Michael Poprawka, Filip Hein & Monika Blum-Khayati

Student thesis: Master thesis


This thesis investigates the Games as a Service business model and its relationship to the videogame industry through a subjectivist ontology and interpretive epistemology. Observation and qualitative interviews are at the centre of an inductive research approach. The study first identifies some success factors, revenue models and risk. These include but are not limited to; commodification of virtual worlds and user engagement, microtransactions and ethical and political concerns regarding randomisation mechanics akin to gambling found in some GaaS games. Subsequent to the identification of these factors, two industry leading organisations (Valve and Epic Games) and their flagship games (Counter-Strike and Fortnite) are explored and compared in detail, from a business and user engagement perspective. Subsequently, recommendations for further research directions are given.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2020
Number of pages409
SupervisorsXiao Xiao