Brands and Gaming: The Computer Gaming Phenomenon and the Impact of Brands on Gaming (Hardcover)

~ David Nichols (Author), Tom Farrand (Author), Tom Rowley (Author), Matt Avery (Author)

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Product Description

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

Book Description

This is the first major study of brands in the computer gaming industry and shows the huge opportunities for brand development.

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Product Details Hardcover: 200 pages Publisher: Palgrave Macmillan; illustrated edition edition (February 16, 2006) Language: English ISBN-10: 1403998973 ISBN-13: 978-1403998972 Product Dimensions: 9.2 x 6.2 x 0.8 inches Shipping Weight: 14.1 ounces (View shipping rates and policies) Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review) Amazon.com Sales Rank: #1,279,409 in Books (See Bestsellers in Books) Popular in this category: (What's this?) #74 in  Books > Business & Investing > Marketing & Sales > Marketing > Industrial

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1 Review 5 star:    (0) 4 star:    (0) 3 star:    (0) 2 star:  (1) 1 star:    (0)           Average Customer Review 2.0 out of 5 stars (1 customer review)		Share your thoughts with other customers:
Most Helpful Customer Reviews 2.0 out of 5 stars Broad overview on gaming, March 2, 2007 By  Shialun (Los Angeles, CA) - See all my reviews This book gives a broad overview on the gaming industry and heavily uses Electronic Arts in most of its examples. In fact, I would not be surprised if it was endorsed by EA. Because of this narrow focus, the book largely largely ignores other companies that are doing innovative things in gaming. To this effect it does nothing to predict the success of Guitar Hero. And although EA has successful titles, it also fails to present the many other ones that have failed. It paints an all too rosy picture. The frameworks used to analyze the industry are also too sweeping and broad with little analysis involved. The prose is oftentimes subjective. All in all, the industry could have been represented more objectively and analytically.		Ad feedback   Search Customer Reviews Only search this product's reviews

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Product Details

• Hardcover: 200 pages
• Publisher: Palgrave Macmillan; illustrated edition edition (February 16, 2006)
• Language: English
• ISBN-10: 1403998973
• ISBN-13: 978-1403998972
• Product Dimensions: 9.2 x 6.2 x 0.8 inches
• Shipping Weight: 14.1 ounces (View shipping rates and policies)
• Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
• Amazon.com Sales Rank: #1,279,409 in Books (See Bestsellers in Books)

  Popular in this category: (What's this?)

  #74 in

  Books > Business & Investing > Marketing & Sales > Marketing > Industrial

Customer Reviews

Most Helpful Customer Reviews

2.0 out of 5 stars Broad overview on gaming, March 2, 2007

By	Shialun (Los Angeles, CA) - See all my reviews

This book gives a broad overview on the gaming industry and heavily uses Electronic Arts in most of its examples. In fact, I would not be surprised if it was endorsed by EA. Because of this narrow focus, the book largely largely ignores other companies that are doing innovative things in gaming. To this effect it does nothing to predict the success of Guitar Hero. And although EA has successful titles, it also fails to present the many other ones that have failed. It paints an all too rosy picture.

The frameworks used to analyze the industry are also too sweeping and broad with little analysis involved. The prose is oftentimes subjective. All in all, the industry could have been represented more objectively and analytically.