Current State Of In Game Advertising In Video Games
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Current State Of In Game Advertising In Video Games
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Author : Rafal Dudziec
language : en
Publisher:
Release Date : 2008
Current State Of In Game Advertising In Video Games written by Rafal Dudziec and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Innovation And Marketing In The Video Game Industry
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Author : David Wesley
language : en
Publisher: CRC Press
Release Date : 2016-05-23
Innovation And Marketing In The Video Game Industry written by David Wesley and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-23 with Business & Economics categories.
Video games have had a greater impact on our society than almost any other leisure activity. They not only consume a large portion of our free time, they influence cultural trends, drive microprocessor development, and help train pilots and soldiers. Now, with the Nintendo Wii and DS, they are helping people stay fit, facilitating rehabilitation, and creating new learning opportunities. Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. At the same time, companies with the most advanced products are often proving to be less successful than their competitors. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better business strategies and successfully bring new products to market. Readers will also discover how some video game companies are challenging normal industry rules by using radical innovations to attract new customers. Finally, this revealing book sheds light on why some innovations have attracted legions of followers among populations that have never before been viewed as gamers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. David Wesley and Gloria Barczak's comparison of product features, marketing strategies, and the supply chain will appeal to marketing professionals, business managers, and product design engineers in technology intensive industries, to government officials who are under increasing pressure to understand and regulate video games, and to anyone who wants to understand the inner workings of one of the most important industries to emerge in modern times. In addition, as video games become an ever more pervasive aspect of media entertainment, managers from companies of all stripes need to understand video gaming as a way to reach potential customers.
Get In The Game
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Author : Jonathan Stringfield
language : en
Publisher: John Wiley & Sons
Release Date : 2022-07-26
Get In The Game written by Jonathan Stringfield and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-26 with Business & Economics categories.
An essential guide for marketers and execs wishing to integrate their brands with modern games and esports In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games. This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans. Get in the Game provides: A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety. Practical discussions of gaming as a competitive platform or streaming viewing experience. In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse. Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.
A Content Analysis Of Advertising In Popular Video Games
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Author : Peter G. Lindmark
language : en
Publisher:
Release Date : 2011
A Content Analysis Of Advertising In Popular Video Games written by Peter G. Lindmark and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Advertising categories.
There have been a plethora of analyses on the effects of and brand image of advertising in video games, but a dearth of analyses simply examining the role advertising has played in video games over the years. This study seeks to add to the available research on this topic. This study has yielded a great amount of information which should have pre-dated any analysis of the effects of advertising in video games, or brand placement and recall, and certainly any analysis on purchase intent as a result of interacting or observing brand or product placement in video games. Not only do the results of this analysis have a great deal of potential real world implications, but should help advance the literature on the subject. It was shown that the amount of advertising in video games has significantly increased over the past thirteen years. Sports games are the most likely to include advertising, and shooters are the least likely, but until a more concise classification system is established, we can only use the current one to the best of its ability. This study also illustrated that in-game advertisements were significantly higher for real products than fictitious products.
Changing The Game
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Author : David Edery
language : en
Publisher: FT Press
Release Date : 2008-10-07
Changing The Game written by David Edery and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-07 with Business & Economics categories.
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit! Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army’s total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google’s computers cannot identify on their own. Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity...in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general. In-game advertising, advergames, adverworlds, and beyond Choose your best marketing opportunities--and avoid the pitfalls Use gaming to recruit and develop better employees Learn practical lessons from America’s Army and other innovative case studies Channel the passion of your user communities Help your customers improve your products and services--and have fun doing it What gamers do better than computers, scientists, or governments Use games to solve problems that can’t be solved any other way
Video Game Marketing
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Author : Peter Zackariasson
language : en
Publisher: Taylor & Francis
Release Date : 2016-10-04
Video Game Marketing written by Peter Zackariasson and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-04 with Business & Economics categories.
The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers", being a game developer isn’t just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them. Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts. This book is a much-needed guide to: • the essentials of marketing strategy; • video games as products or services; • marketing research for game development; • branding video games; • marketing through game: gamification, advergames. Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.
Die Wirkung Von In Game Advertising In Gaming Videos
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Author : Philipp Robert Hafner
language : de
Publisher:
Release Date : 2015
Die Wirkung Von In Game Advertising In Gaming Videos written by Philipp Robert Hafner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Durch den neuen Trend des Teilens von Spielerlebnissen mithilfe von Online-Streaming Plattformen werden Games nicht mehr ausschließlich durch Spielen konsumiert. Gaming-Video-Content erreicht mittlerweile ein Millionenpublikum. Aus diesem Grund ist auch die Möglichkeit in den Vordergrund gerückt, Mithilfe von In-Game Advertising eine breitere Masse zu erreichen. Die nachfolgende Arbeit beschäftigt sich somit mit der Fragestellung, welche Werbewirkung In-Game Advertising auf die KonsumentInnen von Gaming-Videos hat. Ziel war es, herauszufinden, ob es Gemeinsamkeiten in der Wahrnehmung zwischen SpielerInnen und ZuseherInnen gibt. Zu diesem Zweck wurde in den ersten vier Kapiteln der Arbeit eine umfangreiche Literaturrecherche durchgeführt, die die theoretischen Grundlagen für eine anschließende empirische Studie liefert.Das erste Kapitel soll dabei einen Überblick über den Markt und das Medium des Games selbst geben. Im zweiten Kapitel beschäftigt sich der Autor mit den Grundlagen von Werbung in Games. Das dritte Kapitel soll einen Überblick über den derzeitigen Forschungsstand zur Werbewirkung von In-Game Advertising geben. Das letzte Kapitel enthält eine empirische Forschung, welche mithilfe einer Befragung mit experimentellen Teilaspekten durchgeführt wurde. Sowohl ZuseherInnen als auch SpielerInnen wurden mithilfe des Spiels Fifa 15 einem Werbereiz ausgesetzt. Anschließend wurde Brand Recall und Brand Recognition der beiden Probandengruppen überprüft und miteinander verglichen.Mithilfe des Spiels Fifa 15 von EA Sports konnte somit die Werbewirksamkeit von Werbung in Games auf die KonsumentInnen von Gaming-Videos nachgewiesen werden. *****Due to the new trend of sharing gaming-experiences, millions of people are watching gaming video content via online streaming platforms. Therefore, in game advertising now also reaches the spectators. For this reason this form of advertising has now the possibility to reach a broader audience. The subsequent work deals with following question: Does the usage of in game advertising has an advertising effect to the consumers of gaming videos? The aim was to find out whether there are similarities in perception between players and spectators. An extensive literature search was conducted in the first four chapters of the thesis in order to provide the theoretical basis for a subsequent empirical study.The first chapter should provide an overview of the market of digital games itself. The second chapter deals with the basics of advertising in these games. In the third chapter, the author gives an idea of the current state of research in the field of in game advertising and its effectiveness. The last chapter deals with an empirical study, which was conducted using a survey with some experimental aspects. Spectators and players were asked to fill out the survey after they played or watched the Game Fifa 15. The aim was to compare the amount of brand recalls and brand recognitions between the two groups of subjects.The author was able to demonstrate the advertising effectiveness of in-game advertising to the consumers of gaming videos using the Game Fifa 15 by EA Sports.
Application Of Gaming In New Media Marketing
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Author : Mishra, Pratika
language : en
Publisher: IGI Global
Release Date : 2018-09-07
Application Of Gaming In New Media Marketing written by Mishra, Pratika and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-07 with Business & Economics categories.
The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation. Application of Gaming in New Media Marketing is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.
Diversity And Inclusivity In Video Game Advertisements
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Author : Alexander Michael Vollbach
language : en
Publisher:
Release Date : 2018
Diversity And Inclusivity In Video Game Advertisements written by Alexander Michael Vollbach and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Minorities in advertising categories.
Drawing from cultivation theory, this project's main goals were to examine television advertisements for video game consoles produced by Microsoft, Nintendo, and Sony, and to identify variations and trends in their racial, gender, and age representations between the years of 2003 and 2017. A quantitative content analysis was conducted on a representative sample of 70 commercials, where characters were coded separately for perceived gender, racial, and age identity. A series of chi-square tests revealed that while the advertisements tended to underrepresent women, racial minorities, and non-adults, the inclusion of women increased substantially between 2006 and 2011. Among many other observed trends, Nintendo tended to include more non-adults and people of Asian and Pacific Islander descent than Sony and Microsoft. The results of this exploration inform a discussion on the underrepresentation of minority groups in advertising and its potential impact on certain groups in our society. This thesis attempts to position itself as a step in the right direction in the research of video games as a cultural phenomenon on par with that of television and film. The following work sets itself apart from other articles and writings of the same kind primarily by scale and breadth of scope. The observation of the industry over time provides better insights into growth and trends than the snapshot studies of static years that are currently being published. Much of the reason for the lack of studies such as this thesis likely has much to do with popular predispositions staunchly embedded in our societal consciousness regarding the current state of diversity and inclusivity in the video game industry. The results of this study will better inform these relatively anecdotal assumptions. Further, it is important to note his thesis seems to find itself situated as the largest scale overview on representation in video game advertising to date, poising itself as an important contributor to cultivation theory as it applies to the subject of racial, age, and gender representation in video game console advertising.
Finding New Ways To Engage And Satisfy Global Customers
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Author : Patricia Rossi
language : en
Publisher: Springer
Release Date : 2019-04-01
Finding New Ways To Engage And Satisfy Global Customers written by Patricia Rossi and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-01 with Business & Economics categories.
This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.