ビデオゲームのマーケティング（テキスト） Video Game Marketing : A student textbook

Zackariasson, Peter/ Dymek, Mikolaj

Routledge（2016/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 156 p.
• 言語 ENG
• 商品コード 9781138812277
• DDC分類 658.8

Full Description

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. This book is a much-needed guide to:

• the essentials of marketing strategy;

• video games as products or services;

• marketing research for game development;

• branding video games;

• marketing through game: gamification, advergames.

Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.

Contents

Introduction Part I: Tools 1. The Market for Video Games 2. Marketing Strategy and the Marketing Mix 3. Video Game as Products or Services 4. Brands and Video Games 5. Marketing Communication and Video Games 6. Marketing Research for Game Development Part II: Challenge 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