Brands and Gaming: The Computer Gaming Phenomenon and its Impact on Brands and Businesses

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Springer, Nov 14, 2005 - Business & Economics - 168 pages
The computer gaming industry is bigger than the film and music industries and is growing faster than both of them put together. The industry is also changing fast. The typical computer gamer is in his mid 20s and female gamers make up one of the faster growing parts of the market. New developments in sociability and interactivity are also transforming the industry. This is the first major study of brands and gaming and shows huge opportunities for brand development
 

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Contents

1 Are you ready to play? The global gaming phenomenon
1
gaming today
11
brands in the gaming arena
27
4 All work and no play? Culture and gaming
43
who plays games?
53
6 Hankook Igyora The future of gaming
71
how the gaming industry will evolve
87
leveraging gaming for your brand
101
FAQs
119
Appendix 1 Gaming genres
127
Appendix 2 Main games publishers
141
Appendix 3 Glossary of gaming terms
143
Index
165
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About the author (2005)

DAVID NICHOLS, TOM FARRAND, and TOM ROWLEY all work for Added Value, a leading brand consultancy who have done pioneering and influential work in the area of Brands and Gaming.

MATT AVERY is the Managing Director of Brands in Gaming Ltd, who specialize in brand consultancy for the computer gaming industry.

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