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Brands and gaming: are you ready to play?

Tom Farrand (Added Value, a leading brand consultancy)
David Nichols (Added Value, a leading brand consultancy)
Tom Rowley (Added Value, a leading brand consultancy)
Matt Avery (Managing Director of BIG (Brands and Gaming) Limited)

Young Consumers

ISSN: 1747-3616

Article publication date: 1 March 2006

2489

Abstract

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.

Keywords

Citation

Farrand, T., Nichols, D., Rowley, T. and Avery, M. (2006), "Brands and gaming: are you ready to play?", Young Consumers, Vol. 7 No. 2, pp. 8-13. https://doi.org/10.1108/17473610610701448

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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