Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2009
Abstract
The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues.
Keywords
Citation
Clavio, G., Kraft, P.M. and Pedersen, P.M. (2009), "Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 2, pp. 39-52. https://doi.org/10.1108/IJSMS-10-02-2009-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2009 by Winthrop Publications Limited