Vnímání monetizačních strategií ve hře World of Tanks

This bachelor’s thesis focuses on the perception of marketing and monetization strategies by players of the game World of Tanks. The aim of the thesis is to determine how players evaluate selected paid elements in terms of fairness, transparency, trust, and willingness to further support the game. The theoretical part is based on academic literature concerning free-to-play models, microtransactions, loot boxes, and the ethics of monetization. The empirical part is based on a questionnaire survey among World of Tanks players. The results suggest that respondents in the analyzed sample did not reject monetization as a whole, but perceived loot boxes, random bundles, and elements disrupting game balance negatively. The thesis supports the conclusion that long-term sustainable marketing in free-to-play games should be fair, transparent, and based on the trust of the player community.