Subject Index
 

The video game industry had long been perceived as only appealing to its most ardent users, while (inadvertently) shutting casual users and non-gamers out. The Nintendo Wii aimed to revolutionise this ...

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

Parents and grandparents don't often buy PS2 games for their children and grandchildren, considering them to be anti-social and too violent. PS2 had an image of hardcore gaming, but now that gaming is ...

Games consoles, the electronic devices that play video games, became big business after their introduction in the 1970s. Originating with Nintendo and Sega, the gaming industry was lucrative from the ...

When Electronic Arts (EA) held the position as the world's largest independent video game publisher in 2003, a bilateral effort was made by Take-Two Interactive Software and Sega of America to ...

Xbox, a video-game unit of the Microsoft Corp., was introduced in 2001, and within two years it had established its brand as a high-end video-game manufacturer. After passing Nintendo Company, Ltd., i ...

This article discusses how the agency for Nintendo developed a way of branding the diversity of its magazine advertising. The trick was to suck gamers into the fantastical and playful detail of the Ni ...

Microsoft, with zero console gaming heritage or credibility, had no right to succeed in a category dominated by the all - powerful brands of Sony Playstation and Nintendo. Despite being late to market ...

The objectives of this campaign were to increase awareness, develop the profile and increase turnover for this consumer electronics product being marketed marketed in Germany and Austria. The creative ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

This case study outlines how a campaign was developed to give Gameboy Advance a less 'kiddie' image and develop a social cachet among late teenagers. The creative strategy is described as conveying an ...

Launching and consequently marketing Xbox in New Zealand was always going to be a challenge. PlayStation and PlayStation 2 dominated the market and Microsoft did not share in the consumer heritage of ...

Eighteen months after the introduction of Play Station, Nintendo 64 was launched. The contest was ill matched, since Nintendo from a technical point of view was much better than Play Station. The ba ...

This paper describes the planning for the Sega 'Dreamcast' games console campaign, which sought to recapture the market leading position which Sega had achieved with the 'Megadrive' (and subsequently ...

This paper describes the planning for the Sony Playstation's wider branding campaign, 2 years after its launch in 1995 at a time when the market was set to grow beyond the niche gaming fraternity. Th ...

Sony PlayStation's strategy evolved from a launch platform in 1995 that was purely functional and product based to a direction that encapsulated the entire usage experience. The competitors as well as ...

Games console maker Sega was launching an add-on Mega CD to its Megadrive hardware that enhanced the visual quality of games play. The advertising needed to reinforce the brand identity in addition to ...