Are you ready to play?

David Nichols, Tom Farrand, Tom Rowley and Matt Avery

Chapter Chapter 1 in Brands & Gaming, 2006, pp 1-10 from Palgrave Macmillan

Abstract: Abstract It’s a clammy Saturday night in downtown Kuala Lumpur and you’re looking for the action. You walk past a strip-lit bar where couples are sharing a few sad beers. Uh-huh. Then a restaurant or two, full of overdressed suburban hicks and their extended families. No way. The next street looks more promising, but the bouncers outside the clubs look more likely to drag you in than turn you away. Then you notice a steady drift of people towards a mall on the road to the Chinese market. And something tells you that not all of these folks are late night shoppers.

Keywords: Brand Extension; Music Industry; Entertainment Industry; Computer Gaming; Gaming Industry (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28657-3_1

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DOI: 10.1057/9780230286573_1

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