Abstract: the article is devoted to the consideration of computer games as production goods or goods of B2B segment. The author of the article conducts a scientific and practical analysis of the market of computer games in order to identify their commercial and communication potential. The thesis about expansion of spheres of application of computer games at the expense of high audience of consumers and cultural influence of computer on modern society is proved in work. The study revealed not only the primary functions of computer games, but also third-party functions: communication, development of creative potential, the use of complex models of interaction in different spheres of human activity. The author reveals the main fields of application of computer games in organizations in order to promote and stimulate sales organization; corporate culture and development of interpersonal relationships of employees. On the basis of the analysis of dynamics of audience of computer games the author analyzes the main methods of their use and useful effect for the organization at use of commercial and other potential of computer games.
Keywords: digitalization, marketing, computer games, Internet, online games, communications, gamification