Zackariasson / Dymek Video Game Marketing

A student textbook
Erscheinungsjahr 2016
ISBN: 978-1-317-60747-2
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 164 Seiten

The video game industry has been one of the fastest growing cultural phenomena of our times and 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 how to find out what their customers want, how to reach those customers, and how to sell to them.

Video Game Marketing: A student textbook is for game design or development students, or aspiring developers, who want to know how to promote and sell the results of their efforts. Video games are a distinct art form with market conditions that demand a specific skills set from its marketers. 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, as well as online instructor materials, this book is all aspiring video game developers will need to unleash the potential of their games.

Autoren/Hrsg.

Zackariasson, Peter

Dymek, Mikolaj

Fachgebiete

• Mathematik | Informatik EDV | Informatik Digital Lifestyle
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Informationstechnik, IT-Industrie

Inhaltsverzeichnis

Introduction Part I: Tools 1. The Market for Video Games 2. Marketing Strategy and the Marketing Mix 3. Video Game as Products or Services 4. Brands and Video Games 5. Marketing Communication and Video Games 6. Marketing Research for Game Development Part II: Challenge 7. Postmodern Marketing 8. Marketing as Practice 9. The Future of Game Development Part III: Explore 10. Advergames and in-game advertising 11. Gamification 12. Alternate Reality Games

Über Autor(innen)

Peter Zackariasson is an Associate Professor in Marketing at University of Gothenburg, Sweden. Since early 2000 he has studied the video game industry, its production and consumption which has resulted in numerous articles, books and conference papers.

Mikolaj Dymek is an Associate Professor at Mid Sweden University, Sweden where he researches marketing communications. He is also a consumer PR analyst and is co-editor of a new volume of work on the business of gamification due in 2016 from Routledge.