A spiking interest in customer’s value co-creation may be observed lately, especially in the gaming industry. The general purpose of this study is to identify the customers’ inclination to perform game modding as a manner of value co-creation which benefits both companies and other game users. The current knowledge regarding the factors determining this behaviour is, relatively speaking, weak. The authors conducted qualitative research in the forms of in-depth interviews and focus groups with Polish game players (including mod users and mod creators). This study provides evidence for the peculiar motives of the customers performing different levels of engagement: mod users are driven by game enjoyment, focusing on the motives and social affiliation of multiplayer groups, while mod creators are mainly motivated by the enjoyment of creation, pride, creativity, and epistemic curiosity; engagement and social affiliation are received by mod creators with unique talents. The paper provides tentative evidence for specific customers’ motivations to co-create, which benefits both companies (game developers) and other game users. The players are perceived as an inseparable part of the gaming industry, who deliver extra value to the market through game modding activities. The paper provides useful, executable guidance on how to encourage and support players to engage in value co-creation in virtual words. The study may enrich our understanding of customers’ inclinations on both theoretical and empirical levels, showing some of the motivations both to use and create mods. In comparison to previous research, mod creators and mod users were researched separately in this study, and thus a distinction of their different sets of motives was enabled. Both practitioners and researchers may find what is uncovered in the paper engrossing.

Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation? Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2. Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages. Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding. Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.

Purpose: Nowadays, there is growing attention in higher education to activating teaching methods. These methods are an alternative to traditional, passive lectures, which are characterized by limitations in developing skills required by employers like communication, leadership, or teamwork. The present chapter is oriented to expanding knowledge about student consulting as an active teaching method of management end entrepreneurship. The research presented here was aimed at exploring student expectations toward curriculum in higher education, as well as the benefits of student participation in consulting projects. Design/methodology/approach: The authors conducted a student consulting project at a Polish university. After, the authors conducted an online survey with the participants. The present chapter contains the results of the pilot study. Findings: The vast majority of students expect that educational programs will enable them to learn efficiently by combining theory with practice, developing practical professional skills, and making them familiar with the methods and tools used in specific workplaces. Many students admitted that participation in the consulting project helped them to develop new skills and competencies that are necessary to cope with problems and tasks in the business world. Students also learned how to work in teams and they developed professional creativity. Originality: This research contributes to current knowledge about the benefits of consulting projects from the point of view of students. Respondents indicated specific skills that participation in the project allowed them to develop. The study made it possible to refer to the acquired skills in connection to the students’ previously indicated expectations toward educational programs. The study allows for assessing to what extent the students’ consulting project met the needs of the participants. This chapter also provides valuable information for universities about how to improve the organization of student consulting projects in the future. <!----> <!----> <!----> <!---->

Purpose: The aim of this chapter is to explore and identify the experience categories of the participants of a didactic process based on an innovative educational model called student consulting. This active teaching method has already been implemented into university curricula as an outstanding didactic achievement in applying innovative teaching means aimed at improving the quality of education as well as regional economic development. Design/methodology/approach: The analysis of research material is based on original data that has been collected through two rudimentary methods: a survey and observation. Findings: According to all involved parties, that is, students, entrepreneurs, and project leaders, student consulting is an attractive proposal that enriches the didactic process. Therefore, one of the key issues is the effective coordination of activities related to the practical realization of this method and, above all, the provision of appropriate and complex support for the project leader granted by university authorities to ensure adequate quality of realized consulting projects. Originality: This chapter presents a brief revision of the Polish and foreign literature on the subject matter as well as the recent results of studies that might facilitate the creation and optimization of a practical approach toward professional implementation of this didactic method into university curricula. The chapter is mostly addressed to university authorities and staff, entrepreneurs, and managers but can also serve high school principals and teachers as a valuable source of inspiration for their work on modifying teaching programs. <!----> <!----> <!----> <!---->

Purpose: Taking into consideration an important role of consumer participation in co-creation of innovation as well as the emergence of many virtual spaces for this process, present paper aims to answer the question what drives a consumer value co-creation of innovation in the context of virtual environment. Methodology: The author conducted a systematic literature review covering research papers from period 2015-2025. For searching reviewed articles the Scopus database was used. Only top tier journal form AJG 2020 list was included into analysis. Findings: Antecedents of co-creation of innovation can be associated with extrinsic motivations and intrinsic motivations. Extrinsic motivations are monetary oriented whereas intrinsic motivations include: enjoyment of contributing, need of social interactions (contact with people, social recognition), desire to make contribution (or empowerment), learning (acquiring knowledge), ability to co-create (customer knowledge and skills), and perceived risk of co-creation. Research limitations/implications: The publication search procedure presented in this paper uses only the Scopus database. The use of ABS list as criterion could cause that some publication in journals were omitted. Practical implications: Collaboration between companies and consumers in co-creating innovation brings many benefits, including generating new ideas, product development and reducing financial costs of market research. Understanding an individual motivations of consumers will allow companies to better design activities that maintain and encourage future cooperation. Originality/value: The presented results allow us to establish the state of knowledge regarding the motivation why consumers engage in co-creating innovation. The context of the virtual environment as a space for collaboration is particularly important here. Keywords: co-creation, innovation, user participation, consumer engagement. Category of the paper: research paper.