Brands need to share gaming communities' motivations
Nick Gadsby
Online brand communities have become a buzzword in recent years as companies become more interested in using the internet for commercial gain. But uncertainty remains about the benefits they provide.
A recent report published by Deloitte and Beeline Labs suggests that most of these communities fail. While the precise reasons for these failures are difficult to identify, a fundamental problem is the assumption that communities develop organically and that a hands-off approach to managing them is paramount.
The reality is quite the opposite: communities require a great deal of work and...