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Why and how can co-creation lead to the exclusion of potential brand community members in the gaming sector? The case of league of legends
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Resumo(s)
Co-creation has become a very important topic in Marketing both in theory and practice. This
work project specifically investigates how co-creation can exclude potential brand community
members in the gaming sector. This topic was explored through a longitudinal single case study
on the online video game League of Legends. The insights suggest that, contrary to what the
current literature states, co-creation does not necessarily beneficiate all participants, due to the
creation of a complex community dynamic that tends to drive away new members, which does
not beneficiate the company and reflects on the type of value generated for the members.
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Value co-creation Community Video game industry League of legends