Silveira, Catherine daFigueiredo, Beatriz2018-11-202018-11-202018-06-06http://hdl.handle.net/10362/52262Co-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.engValue co-creationCommunityVideo game industryLeague of legendsmaster thesis201974215