Games aid brand recall
Sonal Kureshi and Vandana Sood
Indian Institute of Management
Research in the Indian games market shows how implicit and explicit memory influences high recall and positive perception of brands
The Indian passion for entertainment, together with a steep increase in PC ownership, have contributed to huge growth in the Indian gaming industry. Another factor has been the growing number of active internet users, estimated to be 36 million, and mobile subscribers of more than 471 million.
Gaming companies have set up gaming zones and cafes, adding further impetus to Indian youth's increasing preference for computer/video game...