Relevant bibliographies by topics / Video game marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Video game marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Video game marketing"

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Callens, Hanna. "Kidfluencer marketing in the video game industry." Interactive Entertainment Law Review 3, no. 1 (September 1, 2020): 44–54. http://dx.doi.org/10.4337/ielr.2020.01.04.

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Children spend a tremendous number of hours online these days watching kids their age play video games on YouTube. The videos of these young stars, also called ‘kidfluencers’, have become an essential avenue for marketers to advertise games and merchandise. However, the game promotions of these kidfluencers can easily deceive children, as the paid collaboration with companies is not always properly disclosed. Therefore, this article aims to investigate if the European advertising regulations sufficiently protect children against misleading promotions in the videos of kidfluencers. It starts by analysing the effectiveness of kidfluencer marketing and its applicable European advertising legislation. After this analysis, it shows that the current regulations of kidfluencer marketing require a European approach that harmonizes the use of advertising disclosures and YouTube's responsibility regarding commercial communication.
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Clarke, Rachel Ivy, Jin Ha Lee, and Neils Clark. "Why Video Game Genres Fail." Games and Culture 12, no. 5 (July 6, 2015): 445–65. http://dx.doi.org/10.1177/1555412015591900.

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This article explores the current affordances and limitations of video game genre from a library and information science perspective with an emphasis on classification theory. We identify and discuss various purposes of genre relating to video games, including identity, collocation and retrieval, commercial marketing, and educational instruction. Through the use of examples, we discuss the ways in which these purposes are supported by genre classification and conceptualization and the implications for video games. Suggestions for improved conceptualizations such as family resemblances, prototype theory, faceted classification, and appeal factors for video game genres are considered, with discussions of strengths and weaknesses. This analysis helps inform potential future practical applications for describing video games at cultural heritage institutions such as libraries, museums, and archives, as well as furthering the understanding of video game genre and genre classification for game studies at large.
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Jimenez, Nadia, Sonia San-Martin, Carmen Camarero, and Rebeca San Jose Cabezudo. "What kind of video gamer are you?" Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 218–27. http://dx.doi.org/10.1108/jcm-06-2017-2249.

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PurposeThis paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).Design/methodology/approachInformation was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.FindingsResults show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.Originality/valueThere are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.
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Payne, Matthew Thomas. "Marketing Military Realism in Call of Duty 4." Games and Culture 7, no. 4 (July 2012): 305–27. http://dx.doi.org/10.1177/1555412012454220.

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This essay investigates the challenges that video game marketing encounters when selling the pleasures of playing virtual war. While marketing paratexts are crucial to video games because of the vagaries of their industry, they are especially important for Call of Duty 4: Modern Warfare, as it is the first of the franchise to be set in the 21st century and immerse players in contemporary theaters of war. These marketing paratexts not only generate hype for the game and work to drive sales, but as importantly, they also suggest particular textual readings over others with the goal of insulating Call of Duty’s virtual war play from interpretations and criticisms that might link the violent play on-screen to the worldly violence unfolding in Iraq and Afghanistan.
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Traynor, Kate. "FDA authorizes marketing of video game–based therapy." American Journal of Health-System Pharmacy 77, no. 21 (October 14, 2020): 1719. http://dx.doi.org/10.1093/ajhp/zxaa305.

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Andrejevic, Mark. "Productive Play 2.0: The Logic of In-Game Advertising." Media International Australia 130, no. 1 (February 2009): 66–76. http://dx.doi.org/10.1177/1329878x0913000109.

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Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.
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Bedi, Krunoslav, and Nikolina Žajdela Hrustek. "Marketing vs. Games in Secondary School." International Journal of Innovation in the Digital Economy 4, no. 3 (July 2013): 35–50. http://dx.doi.org/10.4018/jide.2013070103.

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Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.
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Walker, Doug, E. Deanne Brocato, Les Carlson, and Russell N. Laczniak. "Parents’ and children’s violent gameplay: role of co-playing." Journal of Consumer Marketing 35, no. 6 (September 10, 2018): 623–32. http://dx.doi.org/10.1108/jcm-10-2017-2397.

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Purpose The purpose of this study is to explore the role of co-playing as a moderator of the relation between parents’ and children’s play of violent video games. Design/methodology/approach The study uses dyadic parent/child survey data to estimate the conditional effects in the model, both direct and indirect. Findings The positive effect of parents’ violent video game play of children’s playing behaviors is attenuated by parent/child co-playing. Parents’ knowledge of the Entertainment Software Rating Board (ESRB) ratings leads to higher levels of co-playing, thereby indirectly attenuating violent video game play in children as driven by parents’ play. Research limitations/implications The paper extends the literature on consumer socialization and the impact of co-playing and identifies an antecedent for co-playing in this context. Practical implications The paper reveals that knowledge of the self-regulatory ESRB rules plays a valuable (indirect) role in mitigating violent video game play by children through an increase in co-playing, which attenuates the positive effect of parents’ play on children’s play. Originality/value The study incorporates data from both parents and children to investigate the relationship between parents and children’s violent video game play while empirically investigating the uncertainty in the literature concerning the moderating impact of co-playing.
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Haviv, Avery, Yufeng Huang, and Nan Li. "Intertemporal Demand Spillover Effects on Video Game Platforms." Management Science 66, no. 10 (October 2020): 4788–807. http://dx.doi.org/10.1287/mnsc.2019.3414.

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Many platform strategies focus on indirect network effects between sellers through platform expansion. In this paper, we show sellers on the console video game platform generate a positive intertemporal spillover effect and expand the demand for other sellers, holding the set of platform adopters fixed. We propose a novel identification strategy that leverages exogenous variation in the release timing of games exclusively available on a console platform, and examine how this variation affects the sales of games available on both platforms. We find a sizable intertemporal demand spillover effect between games: A 1% increase in total copies sold on a platform leads to a 0.153% increase in the sales of other games in the next month (i.e., an elasticity of 0.153). Additional analysis suggests this demand spillover effect is reminiscent of habit formation on the consumer side, in that past purchases keep end users active on the platform. Our finding provides a potential explanation for recent platform sales events and subscription services that provide free games to consumers every month. This paper was accepted by Eric Anderson, marketing.
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DIXON, GORDON, and PETER KARBOULONIS. "DEVELOPMENT AND MARKETING OF INTERACTIVE ENTERTAINMENT SOFTWARE." Journal of Enterprising Culture 08, no. 04 (December 2000): 411–36. http://dx.doi.org/10.1142/s0218495800000218.

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This paper examines the entertainment software industry within a market perspective. It addresses marketing issues such as acquisitions, mergers, franchising, direct investment, and collaborative arrangements, in an industry where there is significant change in business activity. New entrants in this highly competitive and high value market are identified as being more likely to be developers rather than publishers. Consumer spending in Europe alone for games and interactive entertainment is expected to rise to US $6.1 billion within three years, and by 2002 on-line game players are expected to number five million. Trends point to the income from computer games software and video games surpassing major box office receipts of the motion picture industry. Markets are also emerging to satisfy new classes of consumers both in Europe and in Asia.
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Dissertations / Theses on the topic "Video game marketing"

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Peters, Sara Jean. "Get in the game the effects of game-product and product placement proximity on game players' processing of brands embedded advergames /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5756.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Includes bibliographical references.
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Vollbach, Alexander Michael. "Diversity and Inclusivity in Video Game Advertisements: An Exploration of Video Game Console Commercials from 2003 to 2017." Bowling Green State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1522968361672216.

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Harding, Andreas. "Exploring brand identity practice in video game start-ups : Industrial Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74485.

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The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates problems for actors to get recognized. The purpose of this dissertation has been therefore to study small start-ups brand identity in its inception phase within the video game industry to assist their brand strategic approach and be able to strengthen their competitive advantage in a saturated market. The dissertation has adopted the corporate brand identity matrix framework by Urde (2013) and investigated the brand-driven elements in a start-up context; thus, the framework has only been applied incorporation-setting where the companies are large and known. Five indie game developers from northern Sweden participated in the study’s field research. The dissertation shows that the corporate brand identity matrix is adaptable for start-ups and are not dependent on the company size. Findings confirm early signs of brand identity and found correspondence between competence and value proposition, expression and personality and culture and relationship, which address interconnection between its brand-elements and its brand core. The unique findings where they all show signs of social engagements, passion and a fan-centric ambition of doing business and most of all everyone had a “community first” approach and were more inspired to deliver value to its customers rather than how they can achieve value for themselves. A concept model for start-ups in the inception phase of the video game industry has been made based on the empirical results of the study that can be adopted early in a company's start-up process and provide guidance and support for its future brand identity development to address the issues of discoverability.
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Alhidari, Abdullah. "Co-Creating Value in Video Games: The Impact of Gender Identity and Motivations on Video Game Engagement and Purchase Intentions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc799485/.

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When games were first developed for in-home use, they were primarily targeted almost exclusively at children and males. However, today’s marketplace manifests a more diverse population plays Internet-enabled games that can be played virtually anywhere. The average gamer is now 30 years old. Many gamers, obviously, are much older. Yet more strikingly, and more germane to this study’s purpose, 47% of the U.S. gamer population is female, as compared to 40% in 2010. Despite these trends the gaming industry remains a male-dominated culture. The marketer’s job is to facilitate game engagement and to motivate gamers to play. The notion of “engagement” is not new in business. The term was developed in the last decade. Many studies were devoted to understand, explain, and define the term. It suggests that within interactive, dynamic business environments, consumer engagement (CE) represents a strategic position that companies can use to enhance their sales growth, competitive advantage, and profitability. Moreover, there are three levels of engagement in any experiential consumption (i.e., playing video game): presence, flow, and psychological absorption. The findings of this study affirm that consumer engagement, including presence, flow and psychological absorption are explanatory factors that impact gamer’s purchase intentions. Our results show that consumers experience different mental engagement in an interactive environment (i.e., playing video games) compared to passive environments (i.e., visiting a website). These findings change our understanding of consumers’ engagement and flow state. We also found that male and female gamers experience different engagement level. However, we did not find a significant result that masculinity and femininity traits impact gamers’ engagement or intention. We argue that macroeconomic factors results in sales fluctuation may have resulted in reject in this hypothesis. Thus, marketers shed a light into the consumer’s interactive environment and flow states in that environments. Consumers not only determine the value in using a product as Vargo and Lusch suggested, but they also create that value. Also, consumer experience is an ongoing process that does not have a specific point to start, making the value creation a temporally accumulative process that includes past, present, and future experience. Therefore, the value created by consumers is not created while physically interacting with a device to play, but it may include imagined and indirect interaction with the product. Therefore, consumers (i.e., gamers) need to maintain a balance between presence and psychological absorption (i.e., flow) to get the best experience in play video gaming. Empirical evidence suggest that consumers’ flow state engagement is the most important variable in determining their ensuing purchase intention for video games, regardless of game genre.
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Wydick, James R. "The impact of in-game advertising on players' attitudes and purchasing behavior towards video games." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/wydickj/jameswydick.pdf.

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Foster, Lisa B. "Effects of Video Game Streaming on Consumer Attitudes and Behaviors." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etd/3041.

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Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants’ video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.
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Dickinson, Ted Michael. "A Proposed Accessibility Model of In-Game Advertising Effects." The Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159.

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Shiflet, Matthew. "Viral Marketing: Concept Explication and Case Studies in the Video Game and Esports Industries." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1555957153106043.

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Hammarsten, Oskar, and Sofie Hägerbrand. "The unexplored power of buzz in the video game industry." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42316.

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Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. From real life examples, buzz is shown to have both positive and negative effects. There is however little knowledge about the phenomenon and what role buzz can play in the customer-based brand equity (CBBE) of video game companies. Purpose: The purpose of this study is to gain a better understanding about buzz and examine what role it plays in customer-based brand equity for companies within the video game industry. Method: A deductive approach was adopted and in order to fulfil the purpose of the study, a qualitative study (i.e. a case study) was deemed suitable. Interviews were held with five companies within the video game industry. Also, observations were made of how the companies work with their promotion and creation of buzz during the pre-release period. Theoretical framework: The theoretical framework consists of theories regarding the buzz phenomenon and CBBE. These were combined in order to examine the potential role buzz plays in the context of CBBE. Findings: Buzz is shown to play a big role in the video game industry but is becoming increasingly difficult to maintain. It is also found that buzz can have a “life of its own” and become unmanageable through speculations. Speculations can lead to higher expectations and pseudo-promises[1], making buzz even more difficult to manage. Regarding CBBE, buzz plays a role in all aspects. However, it is shown to play a different role in the CBBE of video game companies depending on how high the brand loyalty is within that company. The study also results in a conceptual model, illustrating buzz and what role it plays in the CBBE of video game companies both pre-release and post-release.
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Liang, Yan. "Effects of active video game intervention on promoting physical activity among Hong Kong Chinese children." HKBU Institutional Repository, 2015. https://repository.hkbu.edu.hk/etd_oa/199.

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Background: It is widely recommended that children engage in at least 60 minutes of moderate-to-vigorous physical activity (MVPA) per day for health, well-being and development benefits. However, few Hong Kong children are physically active. Environmental factors unique to Hong Kong, such as dense population, highly urbanized, and high level of outdoor air pollution, suggest need to develop indoor PA programs. Active video games (AVGs) may provide an innovative approach to designing such indoor programs. Aim: This thesis sought to identify opportunities for interventions using AVGs to promote PA among children, and to develop and evaluate the effect of an AVG intervention on PA among Hong Kong Chinese children. We also intended to clarify the mechanisms of the intervention. Methods: Three studies were undertaken for the aim of the thesis. First, a systematic review was conducted to evaluate the effects of AVGs on PA and PA-related outcomes (i.e. psychosocial factors and fitness) among healthy children. Secondly, a validation study was conducted that examined the validity and reliability of three scales used to measure PA-related self-efficacy, social support, and enjoyment among Hong Kong Chinese children aged 9-12 years (n=273). Third, a quasi-experimental study was conducted that examined the effects of a school-based AVG intervention on PA, sedentary time, body composition, and psychosocial factors (self-efficacy, social support, and enjoyment) among Hong Kong children aged 9-12 years (n=87). Moderation and mediation effects of psychosocial factors on PA were also tested in the study. Results: In the first study, fifty-four articles were identified in the review. AVG led to light to moderate intensity PA among children. No effect was identified of AVG on PA in the home setting. Structured AVG play (i.e. AVG play of participants organized by teachers or researchers) may improve PA. However, none of the previous school-based AVG interventions have measured habitual PA objectively. In the second study, confirmatory factor analyses supported the one-factor structure of the tested scales. All of the psychosocial factors (self-efficacy, social support from family, social support from friends, and enjoyment) were significantly (p<0.01) associated with self-reported PA (r ranged from 0.23-0.40). All of the scales suggested acceptable internal consistency (Cronbach’s alpha>0.7) and test-retest reliability (intraclass correlation coefficient>0.7). The third study found that an AVG intervention delivered during after-school hours, approximately twice a week, significantly (p<0.05) increased total PA (counts per minute) and reduced sedentary behavior at week 8. However, this treatment effect was not maintained at 15 weeks when the frequency of AVG play decreased to approximately once a week during weeks 9-15. No significant differences were noted on body mass index z score and percentage body fat, and PA related psychosocial factors. The measured psychosocial factors did not act as mediators or moderators in this intervention. Discussion: AVGs may be useful to promote PA of children when it is structured. Future interventions should consider the frequency of AVG play in order to increase PA. AVG play should occur at least twice a week based on current research. Other components may be necessary to enhance the treatment effects of AVG interventions on PA among children.
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Books on the topic "Video game marketing"

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Zackariasson, Peter, and Mikolaj Dymek. Video Game Marketing. Abingdon, Oxon ; New York, NY : Routledge, 2017. |: Routledge, 2016. http://dx.doi.org/10.4324/9781315748900.

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Edery, David. Changing the game: How video games are transforming the business world. Upper Saddle River, N.J: FT Press, 2009.

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Wesley, David T. A. Innovation and marketing in the video game industry: Avoiding the performance trap. Farnham, Surrey, England: Gower, 2010.

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Wesley, David T. A. Innovation and marketing in the video game industry: Avoiding the performance trap. Farnham, Surrey, England: Gower, 2010.

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Wesley, David T. A. Innovation and marketing in the video game industry: Avoiding the performance trap. Farnham: Ashgate Pub. Co., 2010.

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Gloria, Barczak, ed. Innovation and marketing in the video game industry: Avoiding the performance trap. Farnham: Ashgate Pub. Co., 2010.

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Zeng, Jun Yan. The virtual war: A marketing strategy of the video game console market. Oxford: Oxford Brookes University, 2003.

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Best before: Videogames, supersession and obsolescence. Milton Park, Abingdon, Oxon: Routledge, 2012.

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Power-Up: How Japanese video games gave the world an extra life. Indianapolis, IN: BradyGames, 2005.

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1951-, Dyer-Witheford Nick, and De Peuter Greig 1974-, eds. Digital games: The interaction of technology, culture, and marketing. Montréal: McGill-Queen's University Press, 2003.

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Book chapters on the topic "Video game marketing"

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Wu, Terry. "Pokémon Go: Marketing Implications for Mobile Video Game." In Computing in Smart Toys, 7–20. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-62072-5_2.

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Guceri-Ucar, Gozem, and Stefan Koch. "Cooperative Advertising in Video Game Software Marketing: A Game Theoretic Analysis of Game Software Publisher – Platform Manufacturer Dynamics." In Lecture Notes in Business Information Processing, 154–67. Berlin, Heidelberg: Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-30746-1_13.

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Costa-Sánchez, Carmen, and Barbara Fontela Baró. "Corporate Communication, Marketing, and Video Games." In Studies in Systems, Decision and Control, 421–33. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-91860-0_25.

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Konstantinos, Tsomis, Koukouris Georgios, Damianos P. Sakas, Nasiopoulos K. Dimitrios, and D. S. Vlachos. "Modeling and Simulation for the Development of Innovative Ideas for Video Games in Smartphones." In Strategic Innovative Marketing, 341–48. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_45.

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Schmidt, Steffen, Matthias Limbach, Sascha Langner, and Philipp Reiter. "Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces: The Case of Sports Sponsorship Exposure in Video Games: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 593. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_199.

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Bigné, Enrique, Inés Küster, Asunción Hernández, Torpong Suemanotham, and Natalia Vila. "Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company." In Advances in Advertising Research (Vol. 2), 3–20. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6854-8_1.

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Sautter, Sarah Jo, and Jay D. Lindquist. "Exploring Print Ads and Web Sites Target Market and Approach Match-Ups: Interactive Video Games and Facial Cosmetics." In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference, 174–78. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-13084-2_43.

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"Marketing strategy and the marketing mix." In Video Game Marketing, 35–48. Abingdon, Oxon ; New York, NY : Routledge, 2017. |: Routledge, 2016. http://dx.doi.org/10.4324/9781315748900-8.

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"Postmodern marketing." In Video Game Marketing, 105–12. Abingdon, Oxon ; New York, NY : Routledge, 2017. |: Routledge, 2016. http://dx.doi.org/10.4324/9781315748900-14.

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"Marketing as practice." In Video Game Marketing, 113–20. Abingdon, Oxon ; New York, NY : Routledge, 2017. |: Routledge, 2016. http://dx.doi.org/10.4324/9781315748900-15.

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Conference papers on the topic "Video game marketing"

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Martí-Parreño, José, Jesús Bermejo-Berros, and Joaquín Aldás-Manzano. "THE EFFECT OF BRAND FAMILIARITY AND REPETITION OF PRODUCT PLACEMENT IN VIDEO GAMES." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.02.

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