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Korea's Online Gaming Empire$
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Dal Yong Jin

Print publication date: 2010

Print ISBN-13: 9780262014762

Published to MIT Press Scholarship Online: August 2013

DOI: 10.7551/mitpress/9780262014762.001.0001

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Online Game Fans: New Audience Commodities in the New Media Era?

Online Game Fans: New Audience Commodities in the New Media Era?

(p.101) 6 Online Game Fans: New Audience Commodities in the New Media Era?
Korea's Online Gaming Empire

Dal Yong Jin

The MIT Press

This chapter analyzes the commodification process of online game fans and discusses the ways in which companies that own professional game teams have benefited from the convergence of technology, culture, and youth. More specifically, it maps out how corporations (including telecoms, media, and online publishers) have deliberately organized this convergence as part of their marketing strategies. The discussions are partially based on interviews conducted with online game fans and game managers from both online game show networks and online game teams in Seoul, Korea, between summer 2007 and January 2009.

Keywords:   online gamers, game fans, commodification, professional gamers, marketing

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