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The Players are the Product: A Study of Player Communities, Community Managers, and Zombies

Importantly for this work, some form communities with other players and a subset of those communities then provide value to the firm and other players. Most of the research that justifies these statements comes from video game research given that study of the Live Action Roll Playing or Live Action game space that Humans vs Zombies occupies is even younger than the study of video games.

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