What is it about?
Piracy is a persistent challenge in video game markets. Our research shows how online gaming communities can work to reduce piracy among video game players and promote legal gaming, which is more desirable to companies and society alike.
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Why is it important?
This research has studied an online community of Xbox fans in Brazil, a market that had long been characterized by pirate games and consoles. We show how the practice of playing original games and consoles became more popular in Brazil through the work of Xbox fans. This change offered the opportunity for Brazilian gamers to build a more positive identity, one they could be proud of, and that has the potential to influence future generations of gamers to be morally responsible consumers rather than “pirates”.
Read the Original
This page is a summary of: “No piracy talk”: how online brand communities work to denormalize controversial gaming practices, Internet Research, April 2020, Emerald,
DOI: 10.1108/intr-12-2018-0529.
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