VIDEO GAME INDUSTRY AS A PART OF CREATIVE AND DIGITAL ECONOMICS

Abstract The article is devoted to studying video game industry as a part of creative and digital economics at the macrolevel. The aim of the article is to identify trends in digital and creative economics, prerequisites and cost-benefit factors for game development on examples of indie and AAA studios. The current state of the game market, the distribution of profits between gaming platforms and the involvement of global users are analyzed. Analysts' approaches to solving current problems and opportunities for generating higher revenues in the industry are determined. The key differences between indie and AAA studios are considered, in terms of developers' level of freedom of action, approaches to attracting investments and the structure of development costs. Particular attention is paid to analysing these characteristics in the context of their impact on the game creation process and the business model of each type of studio. An analysis of profitability and risks is carried out for each type of studio, and a comparison of the economic models used by indie and AAA studios is carried out. The impact of modern technologies on studios' economic efficiency and creative approach is assessed, including changes in production processes and strategic approaches.