Details

Get in the Game

How to Level Up Your Business with Gaming, Esports, and Emerging Technologies
1. Aufl.

von: Jonathan Stringfield
18,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	15.07.2022
ISBN/EAN:	9781119855385
Sprache:	englisch
Anzahl Seiten:	256

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Beschreibungen

Titelbeschreibung

An essential guide for marketers and execs wishing to integrate their brands with modern games and esports In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games. This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans. Get in the Game provides: <ul> <li>A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry</li> <li>Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety.</li> <li>Practical discussions of gaming as a competitive platform or streaming viewing experience.</li> <li>In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse.</li></ul>Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

Inhaltsverzeichnis

Preface: the Revolution of 1972 ix Part I: Playing the Game: Understanding Video Games as Media 1 1 Introduction: The Gaming Moment 3 2 Tricks Your TV Can Do: The Rise, Fall, and Rise Again of Gaming 13 3 Why Do We Game?: Gamer Motivations and Psychology 43 4 Underworld: Violence, Addiction, Toxicity, Representation, and Brand Safety 59 5 Getting in the Game (without Changing It): Gaming Integration Opportunities for Businesses 75 Part II: Watching the Game: Esports, Streaming, and Games as a Viewing Experience 99 6 Multiplayer: An Introduction to Esports 101 7 Good Luck Having Fun: The Rise of Esports 117 8 Work to Play and Play to Work: Game Streaming and Streamers 135 9 Unbalanced: Opportunities in Game Viewing for Businesses 149 Part III: Storytelling in Virtual Worlds: Future Directions and Conclusions 171 10 Life in the Screen: Metaverse and Future Directions 173 11 Conclusion: Point of No Return 189 Notes 199 Acknowledgments 221 About the Author 223 Index 225

Autorenportrait

JONATHAN STRINGFIELD, PHD, is a research and marketing executive specializing in technology and gaming, having spent nearly twenty years at companies such as Facebook (Meta), Twitter, and Activision Blizzard. He is a regularly published contributor and speaker in technology on topics ranging from ad-tech to marketing science and consumer psychology. Jonathan holds a PhD in Sociology where his work concentrated on how users of new technology think about topics such as personal identity and privacy and is a lifelong gaming fan.

Back cover copy

PRAISE FOR GET IN THE GAME “In Get in the Game, Jonathan Stringfield presents his unique perspective of a grizzled industry exec who’s been dealing with every possible question that companies unfamiliar with video games have thrown at him over the years. Relying on his wit and candor, Stringfield identifies several of the most important themes to describe the transition of games from a fringe activity to a mainstream form of entertainment.” —Joost Van Drunen, Author of One Up “Dr. Stringfield places today’s gaming ecosystem in a cultural and historical context, allowing us to better understand the current state while forcing us to consider how gaming will stay vital and vibrant as it continues to evolve. He manages to breathe excitement and vibrancy into exploring why gaming has evolved into its current state. In the process he’s uncovered how it emerged from a cultural novelty into the most dynamic, diverse and creative entertainment medium worldwide.” —Ross Siegel, SVP, Medialink “Gaming’s ever increasing influence on culture, the continued rise of esports, plus the promise of the metaverse has many brand executives asking their teams: Should we be in gaming? Get in the Game provides the background reading into intent of developers and the fundamental reasons why fan’s play and watch today. This foundational reading is critical for any brand looking to authentically connect to the culture and community of gaming vs. merely interrupting it.” —Dan Holland, EVP, Dentsu Gaming “Gaming is a way to make the consumer the hero in your brand story, yet marketers remain wildly confused about how to leverage gaming as a marketing channel. Jonathan not only provides readers with a schematic for understanding gaming and esports and the marketing opportunities each presents, he also takes readers on a journey into the cultural, economic, and technological shifts that shaped gaming, its audience, and its stereotypes. A must-read if you want more than a surface-level understanding of the gaming ecosystem.” —Zoe Soon, VP Experience (Gaming, VR, Esports), IAB