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Palgrave Macmillan

Brands and Gaming

The Computer Gaming Phenomenon and its Impact on Brands and Businesses

  • Book
  • © 2006

Overview

Authors:
  1. David Nichols
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  2. Tom Farrand
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  3. Tom Rowley
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  4. Matt Avery
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Table of contents (9 chapters)

  1. Front Matter

    Pages i-viii
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  2. Are you ready to play?

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 1-10

  3. Scoping the map

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 11-25

  4. Target identified… deploy weapons

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 27-42

  5. All work and no play?

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 43-52

  6. Behind the avatar

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 53-69

  7. Hankook Igyora!

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 71-85

  8. Morphing giants

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 87-100

  9. Press “start” to play

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 101-117

  10. Brands and gaming

    • David Nichols, Tom Farrand, Tom Rowley, Matt Avery
    Pages 119-125

  11. Back Matter

    Pages 127-168
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Keywords

About this book

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

Reviews

'This very accessible and enjoyable book leaves the reader in no doubt; computer gaming is a major new medium which marketers ignore at their peril... the authors provide guidelines on how brand owners and marketers might leverage the growth in computer gaming, and they also provide a useful framework for introducing the medium into the decision making process.' - Linda Caller, Managing Director, Thought Agents Ltd

About the authors

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.

Bibliographic Information

  • Book Title: Brands and Gaming

  • Book Subtitle: The Computer Gaming Phenomenon and its Impact on Brands and Businesses

  • Authors: David Nichols, Tom Farrand, Tom Rowley, Matt Avery

  • DOI: https://doi.org/10.1057/9780230286573

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2006

  • Hardcover ISBN: 978-1-4039-9897-2Published: 14 November 2005

  • eBook ISBN: 978-0-230-28657-3Published: 14 November 2005

  • Edition Number: 1

  • Number of Pages: VIII, 168

  • Topics: Management, Marketing, Cultural and Media Studies, general

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