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The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

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.

The global market for cloud gaming is growing rapidly. How gamers evaluate the service quality of this emerging form of cloud service has become a critical issue for both researchers and practitioners. Building on the literature on service quality and software as a service, this study develops and validates a gamer-centric measurement instrument for cloud gaming service quality.

A three-step measurement instrument development process, including item generation, scale development and instrument testing, was adopted to conceptualize and operationalize cloud gaming service quality.

Cloud gaming service quality consists of two second-order constructs of support service quality and technical service quality with seven first-order dimensions, namely rapport, responsiveness, reliability, compatibility, ubiquity, smoothness and comprehensiveness. The instrument exhibits desirable psychometric properties.

Practitioners can use this new measurement instrument to evaluate gamers' perceptions toward their service and to identify areas for improvement.

This study contributes to the service quality literature by utilizing qualitative and quantitative approaches to develop and validate a new measurement instrument of service quality in the context of cloud gaming and by identifying new dimensions (compatibility, ubiquity, smoothness and comprehensiveness) specific to it.

This study aims to examine the problems of the concession system that Macao has long-term adopted to regulate its gaming industry and discuss alternatives.

Theoretical reflection was used to provide qualitatively different insights about governmental supervision of the gaming industry.

Two options for reform are proposed: (1) replace the concession system with a licensing system that does not restrict the number of concessionaires or the period of concession or (2) adopt a modified form of the concession system that changes the number of concessionaires, period of concessions and methods for selecting concessionaires.

This study’s results have implications for the Macao government and other gaming jurisdictions in Asia.

This study provides a comprehensive examination of the concession system for governmental supervision of the gaming industry.

This paper examines the changes in Macao's gaming public policy following the 2022 revision of the gaming law. The revision introduces more regulations on the gaming industry and highlights the gaming industry's contribution to economic diversification, anti-money laundering and national security. The paper analyzes the economic, cultural and political factors that motivated these changes and evaluates the effectiveness of the new gaming public policy.

This paper compares the different versions of Macao's gaming laws and the gaming laws of Nevada and New Jersey, using a qualitative approach to interpret the meanings behind the law text.

The paper reveals that Macao's gaming public policy has changed significantly. The revised policy focuses more on economic diversification than the growth of the gaming industry and imposes more responsibilities on the gaming operators. It predicts that Macao's gaming industry will face more difficulties in increasing its market share in the next decade.

The findings of this paper can help the Macao government assess its gaming public policy and other governments learn from the complex situation when developing their public policies.

The findings of this paper can enhance the understanding of Macao's gaming laws and the reality of Macao's gaming industry.

This paper is the first in academia to address Macao's new public policy toward gaming.

Video gaming, which remains culturally embedded in masculine ideals, is increasingly becoming a leisure activity for female consumers. Guided by social dominance theory, this paper examines how female gamers navigate the masculine-oriented gaming consumption context.

Eight avid female gamers (ages 20–29) participated in-depth interviews, following a phenomenological approach to better understand their lived experiences with video gaming. Data were analyzed using phenomenological procedures.

Findings reveal an undercurrent of gender-based consumer vulnerability, driven by stereotypical perceptions of “gamer girls” in the masculine-oriented gaming subculture. Further, the findings highlight the multilayered, multidimensional nature of gaming as a vulnerable consumption environment, at individual, marketplace, and cultural levels.

The culturally embedded gamer girl stereotype provides a foundation upon which characteristics of consumer vulnerability flourish, including a culture of gender-based consumer harassment, systematic disempowerment in the marketplace, and conflicting actions and attitudes toward future cultural change.

This research suggests female gamers struggle to gain a foothold in gaming due to the socially and culturally constructed masculine dominance of the field. Our research study provides a stepping-stone for future scholars to explore gendered subcultures and begins to address the dynamic interplay of power, gender, technology, and the market.

We investigated how an institutional settlement concerning Native Indian gaming (the operation of gambling establishments such as casinos or bingo halls by Native Indian tribes) was preserved over time in spite of three significant challenges. Building on previous literature on settlements and institutional logics, we see settlements as institutional arrangements that manage power dynamics and competing institutional logics. Based on our analyses of the settlement and three challenges in the Native gaming field, we suggest that even seemingly volatile institutional settlements can be maintained when powerful actors balance each other’s ability to modify the settlement and different actors invoke alternative institutional logic(s). We also find that these processes can be facilitated by the embeddedness and formality of the settlement. We contribute to the settlement literature by showing how settlements can be maintained when actors draw on equally strong sources of power and different logics to counter the actions of other actors. Furthermore, we shed light on “how institutions matter” by demonstrating how institutional settlements can facilitate field stability.

The theory of planned behavior (TPB) and place image have both been the foci of studies in understanding one’s intentional visit behavior in leisure research. Few studies, however, have ever attempted to differentiate the roles of attitude and image in predicting visitors’ intentional behaviors. This study is designed to fulfill this gap by examining the two concepts together in the context of responsible casino gaming. Based on the TPB and the concept of place image, a predicting model of visitor’s intentional behavior was posited and tested, based on a survey dataset collected in an American Midwest city. This study concluded that visitor’s attitude and perception of place image both play significant and distinctive roles in predicting visitor’s intentional behavior, and such perceptual discrepancies between attitude and image should be reflected and highlighted in leisure and marketing. Implications of this study in terms of leisure marketing are discussed.

Using the Program for International Student Assessment (PISA) surveys (2003–2015), this chapter explores the relationship between the gender gap in math test scores and computer (digital devices) gaming, as a potential “swimming upstream” factor in the quest to close that gap. Using a decomposition based on a pooled hybrid specification, we attribute two to three points (from 13% to 29%) of the gender math gap to gender differences in the incidence and returns to intense gaming. The comparison of the negative versus positive girl-specific effects found for collaborative games versus single-player games suggest a potential role for gaming network effects.

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.