Vnímání aktuálních trendů ve videoherním průmyslu a monetizace současnými mileniály

The diploma thesis deals with current trends in the video game industry with emphasis on current monetization models, microtransactions, attitudes of players, specifically millennials. The aim of the diploma thesis is to find out how current millennials perceive current trends in the video game industry and how they approach the monetization of games. First, attention is paid mainly to clarifying the basic concepts, with emphasis on defining the modern term millennials, video game platforms and the introduction of current monetization models with all their advantages and disadvantages. The practical part is then focused on obtaining the necessary data, using semi-structured interviews. After the analysis of the obtained information, the work typologically divides the respondents and then summarizes the findings obtained by personal interviews, where they answer research questions: what are millennials as players and how millennials approach the monetization of games. To make the output clearer a SWOT analysis is used at the end, which concludes the whole work. The research showed that selected respondents have an overview of the current video game environment, prefer digital distribution of games, the most widespread platform is consoles and popular microtransactions include cosmetic enhancement of the game character.