Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?

1-24. Construction and validation of customer Market. 34 (7), 591-602. Co-creative service design for Marketing (ahead-of-print. whales: an empirical study of J. Electron. Commer. 20 (2), research using partial least squares Res. 29 (3), 398-406. Rehman, M., 2021. Co-creation or co -engagement valence. Front. Psychol. 2021. Pay to play in freemium Retail Distrib. Manag. 50 (1), consequences of co-creation in credence -1-20. 2020. View, play and pay?-The video content and video game playing International Conference on System video game enjoyment. J. Media dominant logic for marketing. 2025. Int. J. Res. Market. 34 (1), logic: continuing the evolution. axioms: an extension and update of (1), 5-23. Logic Market. J. Market. 68 (1), value and value co-creation: a service Manag. J. 26 (3), 145-152. value: a review and future research the customer perspective: its 26 (2), 321-342. attachment influences users' willingness socio-technical systems perspective. motion Management. His research interests include consumer ing, services marketing, customers co-creation experience can be contacted at farrukhlodhi92@gmail.com; muhammad_19001837@utp.edu.my. Amjad Shamim, PhD, CPM (Asia) is Senior Lecturer in for MBA in Energy Management at Universiti Teknologi Core Researcher at Center of Social Innovation, Institute holds a PhD in Marketing (value co-creation and service Teknologi PETRONAS, Malaysia, and is a Certified Professional the Asian Marketing Federation. With a diversified experience for over 15 years, Dr. Amjad has trained many industry professionals the past few years in the areas of value co-creation, negotiation structural equation modelling. His research work has been national journals such as Journal of Retailing and Consumer Marketing, International Journal of Retail & Distribution Journal of Marketing and Logistics, and International Journal among others. He has secured seven research grants amounting and international funding bodies from 2017 to 2022. Dr. Glyn Research Scholarship award from the American Marketing vice Interest Group (AMA-SERVISG) in 2019 and the UTP UTP in 2020. His research interests are in the areas of value logic, service thinking, service inclusion, brand experience, corresponding author and can be contacted at amjadshamim@gmail.com. Ding Hooi Ting is an associate professor at the Department manities, Universiti Teknologi PETRONAS, Malaysia. He and Management Cluster. He received his doctorate in the areas are in consumer behavior. He is also the president Inside Sales Professionals, Malaysia Chapter. Md. Abu Toha is working as a lecturer at Accounting department in National University, Bangladesh. Mr. Abu Phil. in Management from University Technology PETRONAS, Time (GOT) research award. He was also awarded full scholarship from Ministry of higher education, Malaysia under FRGS researcher in strategic management and green innovation attended few international conferences and seminar in last was listed in the AD scientific index for the first time. In addition than six years teaching experiences both in Malaysia and more than two years as a teaching and research assistant ronas, Malaysia.

Automated summary

This article covers research on customer market construction, co-creative service design, co-creation value, and other fields. The focus of the research includes consumer behavior, services marketing, and customer co-creation experience. The authors explore the importance and development trends of these areas through empirical studies and literature reviews.