Gaming's role in the marketing mix

The two key areas where brands can be involved with games: in-game advertising and brand-created games.

Gaming's role in the marketing mix

Matt Willifer


In-game branding offers immersive consumer engagement with viral and community-building opportunities, but there are few hard metrics or case studies to back your judgement

Gaming is increasingly mass-market, increasingly diverse, increasingly fascinating. There are different gaming types (casual games, apps, social games, virtual worlds, alternate reality), business models (free, freemium, paid, subscription, virtual objects), and platforms (console, PC, phone, handheld, real world). There are also a number of ways that a brand might be involved with games (over and above web advertising around a game.) The two key areas are in-game...

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