The Gaming Industry - an Introduction
2007 (English)In: The Gaming Industry - an Introduction, ICFAI Press , 2007, 139-150 p.Chapter in book (Refereed)
The sixth article “Marketing of Video Games” by Peter Zackariasson and Timothy L Wilson discusses the three basic elements of marketing video games viz., successful game development, promotion and distribution. As product complexity grew, all people involved in the above activities had to coordinate efforts using a project management paradigm to successfully complete the project. The swift growth and consequent rise of competition in the video game industry required marketing to be involved from conceptualization to the after sales stage of a project. Product management became the favoured approach because shorter product life due to increasing competition meant that companies had to cover their bets by introducing several products simultaneously into the market. Promotion involves a coordinated use of gaming press, online demo models and creation of a buzz among gaming fans. Distribution needs the strong support of retailers, as availability and visibility are also important in driving sales. Marketers should be able to convince retailers that they have an AAA level product.
Place, publisher, year, edition, pages
ICFAI Press , 2007. 139-150 p.
IdentifiersURN: urn:nbn:se:umu:diva-8702ISBN: 81-314-0590-7OAI: oai:DiVA.org:umu-8702DiVA: diva2:148373