Service Innovation Process Digitization on Gran Turismo Indonesia Discuss Club: How Netnography Explains Downloadable Contents to Motivate Online Gaming Activities

  • M. Ardi Pritadi Universitas Indonesia
Keywords: digital communication, service innovation process digitization, virtual gemeinschaft.


Background – The online community becomes the most recent form of communication. This has been existed due to progressive revolution of 4.0 Industry. Back then, the game industry is heavily influenced under the umbrella of 3.0 Industry. Such game industry produced lot of individual parties and couldn’t connect onto each other. With the notification on how one of the credo of 4.0 Industry is online gaming business, the communication of both online transaction and online community for the aforementioned gamers have been established recently. The help of both Internet of Things (IoT) and globalization give birth to the newly form of communication. Both online marketing niche and online community have been able to do innovation, namely Service Innovation Process Digitization (SIPD).

Purpose – The target of this research is to explain both comprehensively and holistically about the SIPD practice, digital communication, online gaming culture, and Internet of Things. 

Research methodology – This research uses netnography as the newly form of ethnography. Netnography recalls the aforementioned classic to bring out the state of the art of online community. Netnography adopts the classic to examine the online community with recent updates. The first thing is to do the online fieldwork, which is online participant observation. In depth interview on both marketing entrepreneur and the discussion of online community ought to be held. The second thing is to elaborate both online marketing niche and online community management. The last thing to do is to conclude clearly about such phenomenon with the latter aspects of context.

Findings – This study finds out the management aspect of digital communication to its gamers. It is the one of the most recent gaming marketing on the Play Station Platform, namely Gran Turismo. In line with the consumer’s attitude, there is one of the online gaming communities in Indonesia, namely Gran Turismo Indonesia Discuss Club. Such online community has been communicating internally onto each other to establish their gaming activity. It should have been noted that the Downloadable Contents (DLCs) is the advanced product to associate both management aspect and online community’s newly communication.

Research limitations – The span of this research has been limited only to one community, because it is under the care of ethnographical framework.

Originality/Novelty – This study has been held for a consideration to give the constructive critics of prior study. If the prior study focuses on the locating both structural and cultural aspects of aforementioned online gaming community theoretically, thus this study focuses on the both management and communication aspects under a praxis way.


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How to Cite
Pritadi, M. A. (2023). Service Innovation Process Digitization on Gran Turismo Indonesia Discuss Club: How Netnography Explains Downloadable Contents to Motivate Online Gaming Activities. Proceeding of International E-Conference On Management & Small Medium Enterprise, 1(1), 256-271. Retrieved from