16. Gamechanger Customization: Meeting growing customer demands through the propagated possibility of personalization and individualization

This study provides insights into the role that personalization plays for gamers and how personalization is needed for users to feel valued. To this end, the importance of personalization and individualization for gamers on gaming platforms is explored and analyzed based on a comprehensive survey of 165 participants. This survey covers and discusses the gamer community’s specific needs in a constantly evolving gaming market, and it focuses on the role of personalization for the perception of value on the platforms as well as the importance of individualizing gamers’ online presence. The possibilities of personalization are explored and presented in detail using the specific example of the platform Steam. Such an understanding will be particularly useful for sales specialists and marketing researchers, as it deepens the theory of personalization in the gaming industry and can contribute to more innovation in the sales approach.