|
" Brands & gaming : "
David Nichols ... [and others]
| Document Type
|
:
|
BL
|
| Record Number
|
:
|
697358
|
| Doc. No
|
:
|
b519547
|
| Title & Author
|
:
|
Brands gaming : : the computer gaming phenomenon and its impact on brands and businesses /\ David Nichols ... [and others]
|
| Publication Statement
|
:
|
Basingstoke [UK] ;New York :: Palgrave Macmillan,, 2006
|
| Page. NO
|
:
|
vii, 168 pages :: illustrations ;; 24 cm
|
| ISBN
|
:
|
1403998973 (hbk.)
|
|
|
:
|
: 9781403998972 (hbk.)
|
| Notes
|
:
|
Includes index
|
| Contents
|
:
|
Are you ready to play? The global gaming phenomenon -- Saturday night, KL -- The gaming phenomenon -- The scale of the opportunity -- Scoping the map: gaming today -- Battling clans -- Gaming platforms -- Game titles -- Peripherals -- Mobile gaming -- Gambling -- Target identified ... deploy weapons: brands in the gaming arena -- The gaming celebrity -- Promotional tie-ups -- Product demos -- CRM -- Gaming event sponsorship -- In-game advertising -- In-game commerce -- Conclusion: the seven ways of getting brands into gaming today -- All work and no play? Culture and gaming -- The demonization of gaming: debunking the myths -- Cultural mega-trends in the rise of gaming -- Pathways to friendship -- Conclusion: play's revenge -- Behind the avatar: who plays games? -- Who is gaming and how much? -- Women in gaming -- The needs that gaming meets -- The main types of gamer -- Gaming occasions -- Conclusion: couch potato no more -- Hankook Igyora! The future of gaming -- Gaming in South Korea -- Online gaming -- Mobile gaming -- Active gaming -- Professional gaming -- Augmented-reality gaming -- Conclusion: watch this space -- Morphing giants: how the gaming industry will evolve -- The value chain -- The developers -- The publishers -- The retailers -- New business models and channels -- Press "start" to play: leveraging gaming for your brand -- Developing a vision -- Protocols -- Key areas of opportunity -- Who to target? -- The place of gaming in your main activation and communications plans -- Match the gaming property to your brand equity -- The strategic options -- Create an opportunity framework -- Conclusion: it's time to play! -- Brands and gaming: FAQs -- Gaming genres -- Main games publishers -- Added Value -- B.I.G. (Brands In Gaming)
|
| Subject
|
:
|
Computer games.
|
| Subject
|
:
|
Electronic games industry.
|
| Subject
|
:
|
Product management.
|
| Dewey Classification
|
:
|
794.8068/8
|
| LC Classification
|
:
|
HD9993.E452B73 2006
|
| Added Entry
|
:
|
Nichols, David,1967-
|
| Parallel Title
|
:
|
Brands and gaming
|
| |