In-Game Purchases in Online Games: The Consumer’s Path and Purchase Drivers (Using the Example of an Online Game Genshin Impact)

Student: Evstratova Lyudmila

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2024

This work examines the specifics of online games, especially the Chinese game Genshin Impact, released in 2020. The aim of the work was to identify in-game drivers for in-game purchases and the consumer path of the Russian audience. Since there are no official statistics on the factors that encourage Russian players to add real funds to the game, this study can serve as an extension of the existing scientific discourseThe method used was exploratory design with an emphasis on high-quality interviews. As the results of the study, drivers for in-game purchases from the Russian audience were formed and the path of the Genshin Impact player as a consumer was deduced.

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