More than Just a Game: The Challenge of Changing Emerging Adult Behaviour by Marketing to Gamers

David Micallef, Lukas Parker and Linda Brennan

Chapter 12 in Beyond the Dark Arts:Advancing Marketing and Communication Theory and Practice, 2023, pp 229-247 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Playing computer games is now a mainstream pastime that touches every demographic. Advances in computer technology and internet speeds have seen a proliferation of popular online games and related activities such as game streaming and localised and international esports tournaments. The growth in the media landscape for online games has opened a plethora of digital marketing opportunities within these spaces. However, this growth is combined with the potential health risks that come with increased screen time and sedentary behaviour. With a focus on emerging adults (EAs) aged 18–25, this chapter explores engagement with online games. Using a behavioural ecological approach, the chapter explores a range of influences that intersect with EAs’ use of online games and the impact that these influences can have on EAs’ real-life behaviours. The chapter discusses opportunities for social marketing through online games and highlights the need for further work in understanding and using online games and related activities in changing behaviour.

Keywords: Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2023
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