Istraživanje značaja proširene i virtualne stvarnosti u oblikovanju korisničkog iskustva u industriji videoigara

master's thesis

• Title (english): Research on the significance of augmented and virtual reality in shaping user experience in the video game industry
• Author: Dario Marić
• Mentor: Sandra Horvat (mentor)
• Committee member: Tanja Komarac (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U diplomskom radu istražuje se primjena proširene i virtualne stvarnosti u oblikovanju korisničkog iskustva u industriji videoigara. S obzirom na to da virtualna stvarnost omogućuje korisnicima uranjanje u potpuno nove, digitalne svjetove te pruža jedinstveno iskustvo koje značajno nadilazi tradicionalne oblike igranja, odabir ove teme za diplomski rad je izuzetno opravdan. S druge strane, proširena stvarnost integrira virtualne elemente u stvarno okruženje korisnika, obogaćujući interakciju i pružajući nove dimenzije doživljaja u igrama odnosno korisničkog iskustva, što također opravdava detaljno istraživanje u okviru ovog rada. Cilj rada bio je analizirati utjecaj ovih tehnologija na korisničko iskustvo te identificirati strategije i izazove s kojima se suočavaju poduzeća prilikom njihove implementacije. Istraživanje se temeljilo na kvalitativnoj metodologiji, uključujući dubinske intervjue s predstavnicima pet poduzeća iz industrije videoigara koja koriste AR i VR tehnologije. Rezultati istraživanja pokazali su da proširena i virtualna stvarnost značajno doprinose povećanju angažmana i zadovoljstva korisnika, dok su glavni izazovi povezani s tehničkom izvedbom i troškovima implementacije. Na temelju dobivenih uvida, izrađene su preporuke za optimizaciju korisničkog iskustva kroz daljnju primjenu AR i VR tehnologija, što može doprinijeti komercijalnom uspjehu poduzeća u ovoj industriji. Rad je potvrdio važnost AR i VR tehnologija u industriji videoigara te naglasio potrebu za kontinuiranim istraživanjem i razvojem kako bi se osigurao dugoročni uspjeh na tržištu.

Abstract (english)

This thesis explores the application of augmented and virtual reality in shaping the user experience in the video game industry. Given that virtual reality allows users to immerse themselves in entirely new, digital worlds and provides a unique experience that significantly surpasses traditional forms of gaming, the choice of this topic for a thesis is extremely justified. On the other hand, augmented reality integrates virtual elements into the user's real environment, enriching interaction and offering new dimensions of in-game experiences and user engagement, which also justifies detailed research in this work. The aim of the thesis was to analyze the impact of these technologies on user experience and identify strategies and challenges faced by companies during their implementation. The research was based on qualitative methodology, including in-depth interviews with representatives from five companies in the video game industry that use AR and VR technologies. The research results showed that augmented and virtual reality significantly contribute to increasing user engagement and satisfaction, while the main challenges are related to technical performance and implementation costs. Based on the insights gained, recommendations were made for optimizing user experience through the further application of AR and VR technologies, which can contribute to the commercial success of companies in this industry. The thesis confirmed the importance of AR and VR technologies in the video game industry and emphasized the need for continuous research and development to ensure long-term success in the market.

• Keywords: Proširena stvarnost; Virtualna stvarnost; Korisničko iskustvo; Industrija videoigara
• Keywords (english): Augmented reality; Virtual reality; User experience; Video game industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:229239
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-01 06:29:54