Players as Prosumers - How Customer Engagement in Game Modding May Benefit Computer Game Market

Consumers play extra-role behaviours while actively participating in designing and improving goods services, thus becoming prosumers. Modding, i.e. game modifications which aim at creating a new or experience for the players, is an interesting form of prosumption observed industry. The general purpose study to identify what extent players are willing perform modding, as well who how may benefit from this behaviour. Qualitative research was conducted focus groups with Polish players. Results allow identifying benefits four beneficiaries, i.e., mod users (game diversification, better customisation, higher quality games, more realism game, fun excitement modified prolonged games’ lifespans), modders creators (creativity, gaining knowledge about create social affiliation pride career development) developers (extending lifespans, updating, renewing opportunity reach wider audience) intermediaries like cloud gaming platforms share developers.Implications Central European audience: provides evidence that customers’ inclination prosume vary stimulated by specific drivers perceived benefits. Thus, supports Adam’s equity theory. From managerial perspective, current useful, actionable guidance on encourage engage real prosumtion virtual worlds. Game producers need learn their needs outside normal exchange processes. Players shall be inseparable part industry, deliver extra value market modding activities.