Value creation and capture on digital platforms through user participation in services codesign: insights from the videogame industry

Purpose This paper aims to examine the service codesign process on digital platforms, focusing on the factors that drive value creation and capture. Understanding the interplay between codesign practices and value capture remains a critical challenge in this domain. Design/methodology/approach Centered on the videogame industry, the study adopts a mixed-methods approach, integrating focus groups with developers, platform and expert consultants to identify key factors influencing value creation and capture. A survey of videogame users, analyzed using fuzzy-set Qualitative Comparative Analysis (fsQCA), uncovers the complex configurations of elements that shape value capture outcomes. Findings The findings confirm the widespread integration of service codesign activities on digital platforms and reveal nuanced combinations of conditions that foster value capture. Practical implications These insights provide actionable implications for platform managers, codesign practitioners and companies aiming to leverage codesign as a strategic tool for competitive advantage and innovation. Originality/value This research advances theoretical discourse by illustrating how digital platforms enable inclusive, global and spontaneous codesign processes, moving beyond controlled environments. It offers a fresh perspective on the interactive dynamics of value creation, contributing to the dominant service logic and expanding the conversation on digital innovation and user-centric design.