Brands & gaming the computer gaming phenomenon and its impact on brands and businesses
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| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Basingstoke, UK [u.a.]
Palgrave Macmillan
2006
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents Inhaltsverzeichnis |
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|---|---|---|---|
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| 020 | |a 9781403998972 |9 978-1-4039-9897-2 | ||
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| 035 | |a (DE-599)BVBBV021610630 | ||
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| 245 | 1 | 0 | |a Brands & gaming |b the computer gaming phenomenon and its impact on brands and businesses |c David Nichols ... |
| 246 | 1 | 3 | |a Brands and gaming |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke, UK [u.a.] |b Palgrave Macmillan |c 2006 | |
| 300 | |a VII, 168 S. |b Ill. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Jeux d'ordinateur | |
| 650 | 4 | |a Jeux électroniques - Industrie | |
| 650 | 4 | |a Produits commerciaux - Gestion | |
| 650 | 4 | |a Electronic games industry | |
| 650 | 4 | |a Computer games | |
| 650 | 4 | |a Product management | |
| 650 | 0 | 7 | |a Produktmanagement |0 (DE-588)4125960-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unterhaltungselektronikindustrie |0 (DE-588)4136637-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Computerspiel |0 (DE-588)4010457-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Unterhaltungselektronikindustrie |0 (DE-588)4136637-2 |D s |
| 689 | 0 | 1 | |a Computerspiel |0 (DE-588)4010457-6 |D s |
| 689 | 0 | 2 | |a Produktmanagement |0 (DE-588)4125960-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Nichols, David |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0643/2005056591-b.html |3 Contributor biographical information | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0643/2005056591-d.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0643/2005056591-t.html |3 Table of contents | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014825848&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014825848 | |
Datensatz im Suchindex
| _version_ | 1819707485673488384 |
|---|---|
| adam_text | Contents
List cf figures and tables ^
Acknmoledgments
1 Are you ready to play? The global gaining phenomenon 1
Saturday night, KL
The gaming phenomenon
The scale of the opportunity
Conclusion
2 Scoping the map: gaming today
Battling clans 14
Gaming platforms .,
Game titles 2«
Peripherals 23
Mobile gaming 4
Gambling 24
Conclusion
3 Target identified ...deploy weapons: ^
brands in the gaming arena 2g
The gaming celebrity _
Promotional tie ups «2
Product demos ^
CRM _ 34
Gaming event sponsorship ^
In game advertising .^
In game commerce
Conclusion: the seven ways of getting brands ^
into gaming today
. . ¦ Ji
19 Brands Gaming
4 All work and no play? Culture and gaming 43
The demonization of gaming: debunking the myths 43
Cultural mega trends in the rise of gaming 47
Pathways to friendship 50
Conclusion: play s revenge 52
5 Behind the avatar who plays games? 53
Who is gaming and how much? 53
Women in gaming 54
The needs that gaming meets 56
The main types of gamer 57
Gaming occasions 66
Conclusion: couch potato no more 66
6 Hankook Igyora! The future of gaining 71
Gaming in South Korea 71
Online gaming 72
Mobile gaming 76
Active gaming 78
Professional gaming 82
Augmented reality gaming 84
Conclusion: watch this space 85
7 Morphing giants: how the gaining industry will evolve 87
The value chain 87
The developers 89
The publishers 92
The retailers 95
New business models and channels 96
Conclusion 10°
8 Press start to play: leveraging gaming for your brand 101
Developing a vision *~
Protocols °2
Key areas of opportunity
Who to target?
The place of gaming in your main activation and
communications plans
Contents v
Match the gaining property to your brand equity 110
The strategic options 112
Create an opportunity framework , 114
Conclusion: it s time to play! ¦ . , 114
9 Brands and gaining: FAQs 119
Appendix 1. Gaming genres 127
Appendix 2. Main games publishers 141
Appendix 3. Glossary of gaming terms 143
Author biographies 159
Added Value 162
B.I.G. (Brands In Gaming) 162
Acronyms 163
Index 165
Figures and tables
Figures
1.1 Entertainment industry market size 5
1.2 Current PlayStation 2 user profiles 8
2.1 What kind of gaming is big today? 18
2.2 Gaming styles and genres 19
5.1 Who is gaming today and how much? 54
5.2 For how long do people game? 55
5.3 Mapping the gaming needs 58
5.4 Which types of game genre deliver against which needs? 59
5.5 Who plays games? 60
5.6 Typology evolution 67
5.7 Gaming occasions 68
7.1 Industry structure 88
8.1 Structure your vision: an example 103
8.2 The gaming value chain: where can your brand add
value? 104
8.3 Different potential roles for consumer gaming targets 107
8.4 Brand communications: where gaming could fit 109
8.5 Equity matching HI
8.6 Idea matrix 115
8.7a Opportunity matrix for Brand X 116
8.7b Prioritizing opportunities H?
Table
1.1 The Financial Times Global Top 500,2005 7
W
|
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| discipline | Sport |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV021610630 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T19:21:12Z |
| institution | BVB |
| isbn | 1403998973 9781403998972 |
| language | English |
| lccn | 2005056591 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014825848 |
| oclc_num | 62322548 |
| open_access_boolean | |
| owner | DE-12 |
| owner_facet | DE-12 |
| physical | VII, 168 S. Ill. 24 cm |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spellingShingle | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses Jeux d'ordinateur Jeux électroniques - Industrie Produits commerciaux - Gestion Electronic games industry Computer games Product management Produktmanagement (DE-588)4125960-9 gnd Unterhaltungselektronikindustrie (DE-588)4136637-2 gnd Computerspiel (DE-588)4010457-6 gnd |
| subject_GND | (DE-588)4125960-9 (DE-588)4136637-2 (DE-588)4010457-6 |
| title | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses |
| title_alt | Brands and gaming |
| title_auth | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses |
| title_exact_search | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses |
| title_full | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses David Nichols ... |
| title_fullStr | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses David Nichols ... |
| title_full_unstemmed | Brands & gaming the computer gaming phenomenon and its impact on brands and businesses David Nichols ... |
| title_short | Brands & gaming |
| title_sort | brands gaming the computer gaming phenomenon and its impact on brands and businesses |
| title_sub | the computer gaming phenomenon and its impact on brands and businesses |
| topic | Jeux d'ordinateur Jeux électroniques - Industrie Produits commerciaux - Gestion Electronic games industry Computer games Product management Produktmanagement (DE-588)4125960-9 gnd Unterhaltungselektronikindustrie (DE-588)4136637-2 gnd Computerspiel (DE-588)4010457-6 gnd |
| topic_facet | Jeux d'ordinateur Jeux électroniques - Industrie Produits commerciaux - Gestion Electronic games industry Computer games Product management Produktmanagement Unterhaltungselektronikindustrie Computerspiel |
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