Mikrotransakce a jejich vliv na firmy v herním průmyslu

The aim of this bachelor thesis is to introduce microtransactions as monetization model for current game titles and their impect on companies in the video game industry. The thesis describes the development of the videogame industry and its gradual focus on the mobile phone market, which in recent years has become the main platform for playing videogames in the world. There is also a fundamental link between the mobile market, microtransactions and other video game markets. Subsequently, different video game markets are compared with respect to the region. This analysis divides the markets according to the nubmer of players, the amount of earnings, and then divides these revenues according to the platforms on which they were achieved. China, the United States, Germany, Russia and the Czech Republic were selected for comparison. Furthermore, the work describes the impact of microtransactions on the behavior of companies and the reaction of the consumer segment to the implementation of these payment methods. Subsequently, legislative restrictions within microtransactions are described. From these analyzes described above, a profile of microtransactions as a tool for companies in the video game insdustry is created, and a recommendation is made for hte method of implementing microtransactions into game titles with minimal impact on the consumer gaming experience.