Video Game Marketing A Student Textbook 1st Edition Peter Zackariasson 1317607465 9781317607465

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Product details:

• ISBN 10: 1317607465
• ISBN 13: 9781317607465
• Author: Peter Zackariasson

The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of “indie gamers”, being a game developer isn’t just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them. Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts.

Table of contents:

PART I Tools

1 The market for video games

2 Marketing strategy and the marketing mix

3 Video games as products or services

4 Brands and video games

5 Marketing communications and video games

6 Marketing research for game development

PART II Challange

7 Postmodern marketing

8 Marketing as practice

9 The future of game development

PART III Explore

10 Advergames and in-game advertising

11 Gamification

12 Alternate reality games

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