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Brands and gaming: are you ready to play?

2006; Emerald Publishing Limited; Volume: 7; Issue: 2 Linguagem: Inglês

10.1108/17473610610701448

1758-7212

Tom Farrand, David Nichols, Tom Rowley, Matt Avery,

Digital Games and Media

Shows how the gaming industry is now bigger than film, music and video, with PlayStation better than all other divisions of Sony combined. Points out the implications for advertising: gaming can deliver huge audiences on a global scale, but gamers are proactive and cynical about conventional marketing ploys. Shows how media, like the UK’s “Sun” newspaper, are including gaming content, while the supremacy of American Hollywood‐type entertainment may decline in the face of gaming’s popularity. Recounts an early example of a highly successful video game and brand promotion; this was virtual heroine Lara Croft’s celebrity endorsement of Lucozade, a British soft drink that in 1999 was reinventing itself as a sports drink with appeal to the 18‐24 year old market.