Gamepreneurship Innovation and Business Sustainability in the Industry 5.0 Era: Evidence from Generation Z in Sumenep, Indonesia

Miftahus Surur; Fathorrahman Fathorrahman; Nurdody Zakki

doi:10.30651/imp.v6i2.33522

Penulis

Miftahus Surur Universitas Wiraraja, Sumenep, Indonesia
Fathorrahman Universitas Wiraraja, Sumenep, Indonesia https://orcid.org/0009-0003-4461-9294
Nurdody Zakki Universitas Wiraraja, Sumenep, Indonesia https://orcid.org/0009-0006-6166-1541

DOI:

https://doi.org/10.30651/imp.v6i2.33522

Abstrak

Purpose

This study aims to describe the innovative gamepreneurship strategies adopted by Generation Z in Sumenep City, analyze their contribution to business sustainability based on the Triple Bottom Line framework, and explain the influence of the Industry 5.0 era on these practices.

Design/Methodology

This research employed a qualitative approach using a case study design. Data were collected through semi-structured interviews, observations, and documentation involving two key informants and four supporting informants selected through purposive sampling. Data validity was ensured through source, technique, and time triangulation.

Findings

The findings reveal that participants implemented adaptive innovation strategies, including product selectivity, customer loyalty gamification, Madurese cultural branding, game portfolio management, and anticipatory saving strategies. These innovations strongly contributed to the profit and people dimensions, while the planet dimension remained implicit.

Practical Implications

Findings offer practical guidance for Gen Z entrepreneurs and local policymakers on leveraging cultural branding and gamification to strengthen the sustainability of culturally rooted digital businesses.

Originality/Value

This study extends the Triple Bottom Line by proposing a 4P framework (Profit, People, Planet, and Culture) for culturally embedded digital MSMEs in developing countries. The framework highlights local cultural identity as a potential dimension of digital MSME sustainability. Based on two empirical cases, it represents an initial theoretical proposition requiring further empirical validation.

Keywords: Gamepreneurship, Business sustainability, Triple Bottom Line, Generation Z, Industry 5.0.

JEL Classification: L26, O33, Z10

SDG: SDG 8, SDG 9

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