The plot thickens: How brands can integrate into in-game environments and build relationships

New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.

While COVID-19 has wreaked havoc across most industries worldwide, others have inadvertently benefited from the global pandemic. One of these is the gaming industry which saw share prices soar as consumer demand for in-home entertainment reached new peaks...

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