Brands and gaming

David Nichols, Tom Farrand, Tom Rowley and Matt Avery

Chapter Chapter 9 in Brands & Gaming, 2006, pp 119-125 from Palgrave Macmillan

Abstract: Abstract We all know how tough it is to break a new topic in marketing — despite the fact that marketing is supposed to be a hotbed of new ideas! Which is not to say that marketeers aren’t open-minded, free-thinking, innovative risk-takers, of course. It’s just that any involvement of brands in gaming will almost certainly have to be signed off by people who may be … what shall we say? … not quite so close to the cutting edge of contemporary culture.

Keywords: Sales Channel; Game Industry; Active Gaming; Mass Audience; Brand Owner (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_9

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DOI: 10.1057/9780230286573_9

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