Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games

The demand for, and investment in digital virtual reality (VR) games, both by companies and consumers, are increasing day by day. Accordingly, understanding the experiences created by VR within the scope of phygital marketing is important in terms of contributing to virtual experiential marketing, m...

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Autores principales:	Arif Yüce, Volkan Aydoğdu, Sevda Gökce Yüce, Hakan Katırcı
Formato:	article
Lenguaje:	EN ID
Publicado:	Universitas Semarang 2021
Materias:	phygital, virtual reality games, digital games, experiential marketing Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/27c8df977c22499c83ea80c5079bd0ad
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id	oai:doaj.org-article:27c8df977c22499c83ea80c5079bd0ad
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spelling	oai:doaj.org-article:27c8df977c22499c83ea80c5079bd0ad2021-11-10T15:10:48ZPhygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games2086-15592527-281010.26623/themessenger.v13i1.2481https://doaj.org/article/27c8df977c22499c83ea80c5079bd0ad2021-09-01T00:00:00Zhttps://journals.usm.ac.id/index.php/the-messenger/article/view/2481https://doaj.org/toc/2086-1559https://doaj.org/toc/2527-2810The demand for, and investment in digital virtual reality (VR) games, both by companies and consumers, are increasing day by day. Accordingly, understanding the experiences created by VR within the scope of phygital marketing is important in terms of contributing to virtual experiential marketing, marketing communication, recreation and similar fields. The concept of phygital, expresses the integral wholeness of the digital and physical. And ‘Phygitally Yours’ refers to individuals who can live in their own phygital worlds in today's technologies. The aim of this study was to examine the experiences created by digital games involving sports and recreational content within the scope of phygital marketing. Eight individuals who did not have any prior VR experience played digital games with sports (Grand Turismo Sport) and recreational (VR Worlds) content using VR glasses. Subsequently, in-depth interviews were conducted. The data were analysed using the content analysis method, and thematic codes and concepts were revealed and interpreted. As a result of the research, it was determined that the participants' first VR experience of digital games involved the dimensions of sense, interaction, pleasure and flow, with the following codes emerging: perfect holistic effect, showroom feeling, understandable, competition, magic, gorgeous, dilemma, and place independent behaviour.Arif YüceVolkan AydoğduSevda Gökce YüceHakan KatırcıUniversitas Semarangarticlephygital, virtual reality games, digital games, experiential marketingCommunication. Mass mediaP87-96ENIDJurnal the Messenger, Vol 13, Iss 1, Pp 1-18 (2021)
institution	DOAJ
collection	DOAJ
language	EN ID
topic	phygital, virtual reality games, digital games, experiential marketing Communication. Mass media P87-96
spellingShingle	phygital, virtual reality games, digital games, experiential marketing Communication. Mass media P87-96 Arif Yüce Volkan Aydoğdu Sevda Gökce Yüce Hakan Katırcı Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
description	The demand for, and investment in digital virtual reality (VR) games, both by companies and consumers, are increasing day by day. Accordingly, understanding the experiences created by VR within the scope of phygital marketing is important in terms of contributing to virtual experiential marketing, marketing communication, recreation and similar fields. The concept of phygital, expresses the integral wholeness of the digital and physical. And ‘Phygitally Yours’ refers to individuals who can live in their own phygital worlds in today's technologies. The aim of this study was to examine the experiences created by digital games involving sports and recreational content within the scope of phygital marketing. Eight individuals who did not have any prior VR experience played digital games with sports (Grand Turismo Sport) and recreational (VR Worlds) content using VR glasses. Subsequently, in-depth interviews were conducted. The data were analysed using the content analysis method, and thematic codes and concepts were revealed and interpreted. As a result of the research, it was determined that the participants' first VR experience of digital games involved the dimensions of sense, interaction, pleasure and flow, with the following codes emerging: perfect holistic effect, showroom feeling, understandable, competition, magic, gorgeous, dilemma, and place independent behaviour.
format	article
author	Arif Yüce Volkan Aydoğdu Sevda Gökce Yüce Hakan Katırcı
author_facet	Arif Yüce Volkan Aydoğdu Sevda Gökce Yüce Hakan Katırcı
author_sort	Arif Yüce
title	Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
title_short	Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
title_full	Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
title_fullStr	Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
title_full_unstemmed	Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games
title_sort	phygitally yours: examination of virtual reality experiences in digital sports and recreational games
publisher	Universitas Semarang
publishDate	2021
url	https://doaj.org/article/27c8df977c22499c83ea80c5079bd0ad
work_keys_str_mv	AT arifyuce phygitallyyoursexaminationofvirtualrealityexperiencesindigitalsportsandrecreationalgames AT volkanaydogdu phygitallyyoursexaminationofvirtualrealityexperiencesindigitalsportsandrecreationalgames AT sevdagokceyuce phygitallyyoursexaminationofvirtualrealityexperiencesindigitalsportsandrecreationalgames AT hakankatırcı phygitallyyoursexaminationofvirtualrealityexperiencesindigitalsportsandrecreationalgames
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Phygitally Yours: Examination of Virtual Reality Experiences in Digital Sports and Recreational Games

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