Download or read book Viral Marketing Concept Explication and Case Studies in the Video Game and Esports Industries written by Matthew Shiflet and published by . This book was released on 2019 with total page 95 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the purpose of this review, viral marketing is explained as the application of five connected components: Web 2.0, social media, virality, memes and marketing itself. In essence, memes disseminate virally through social media networks on the internet in ways that marketers can harness to reach consumers. But viral marketing is much more than creating funny image macros and hoping they go viral. The relevant components and their roles in viral marketing will be defined and explained in subsequent sections. The second portion of this paper will be dedicated to two brands that utilize viral marketing in intelligent ways. While the two topics of the case studies, Fortnite and Overwatch League, are very different in their approaches to viral marketing, both harness the power of viral marketing’s five components. While Fortnite utilizes a far-reaching approach, Overwatch League focuses on building a community that, to the members, feels closely-knit. Both strategies are proving successful for the brands and provide ample, vivid examples for how each component of viral marketing can be enacted. For Fortnite, this includes embracing user-generated content and partnering with EDM artist Marshmello. For Overwatch League, this means closing the gap between players and fans. Both unique strategies have earned their place in this paper for their understanding and implementation of viral marketing. Ultimately, my goal is to show that viral marketing is a legitimate strategy for the future and that there are pioneers in this moment achieving incredible feats through the approach.

Download or read book Advertising Methods Research and Practices written by Noprita Herari and published by Sayak Pal. This book was released on 2024-05-25 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt: Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.

Download or read book Principles and Practice of Sport Management written by Lisa Pike Masteralexis and published by Jones & Bartlett Learning. This book was released on 2023-06-30 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt: Updated and revised with the latest data in the field, Principles and Practice of Sport Management, Seventh Edition provides students with the foundation they need to prepare for a variety of sport management careers. Offering an overview of the sport industry and coverage of the foundational knowledge and skills of the today's sport manager, this market leading text ensures that readers not only understand this dynamic field but have the tools and skills they need to pursue potential employment and career opportunitiesOffering an overview of the sport industry and coverage of the foundational knowledge and skills of the today's sport manager, this market leading text ensures that readers not only understand this dynamic field but have the tools and skills they need to pursue potential employment and career opportunities. Key Features: - New chapter on eSports introduces students to this rapidly developing billion-dollar industry which draws in gamers, spectators, teams, leagues, and sponsors increasingly in need of sport managers' expertise - Discussion on the impact of the COVID-19 pandemic on the sports industry - An expanded look at emerging and innovative forms of sports media in the Sports Communications Chapter. - Revamped Ethics chapter that addresses newly emerging issues and how sports managers should address them. - Interactive case studies and chapter questions offer opportunities to apply concepts and principles. - Student Workbook! This 190-page workbook within the Navigate Advantage includes activities for each chapter for additional practice and reinforcement. - Navigate Advantage Access (included with the printed text) unlocks a comprehensive and interactive eBook, a 190-page digital workbook with practice activities for each chapter, assessments, a full suite of instructor resources, and learning analytics reporting tools. - Unparalleled in instructor resources, including test banks, presentation slides, answer keys to case study questions, and more help facilitate class preparation.

Download or read book The Language of Gaming written by Astrid Ensslin and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative text examines videogames and gaming from the point of view of discourse analysis. In particular, it studies two major aspects of videogame-related communication: the ways in which videogames and their makers convey meanings to their audiences, and the ways in which gamers, industry professionals, journalists and other stakeholders talk about games. In doing so, the book offers systematic analyses of games as artefacts and activities, and the discourses surrounding them. Focal areas explored in this book include: - Aspects of videogame textuality and how games relate to other texts - the formation of lexical terms and use of metaphor in the language of gaming - Gamer slang and 'buddylects' - The construction of game worlds and their rules, of gamer identities and communities - Dominant discourse patterns among gamers and how they relate to the nature of gaming - The multimodal language of games and gaming - The ways in which ideologies of race, gender, media effects and language are constructed Informed by the very latest scholarship and illustrated with topical examples throughout, The Language of Gaming is ideal for students of applied linguistics, videogame studies and media studies who are seeking a wide-ranging introduction to the field.

Download or read book Digital Gaming and the Advertising Landscape written by Teresa de la Hera and published by Amsterdam University Press. This book was released on 2019-08-23 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. However, despite the increasing interest in this marketing strategy, the potential of digital games as a medium to convey advertising messages remains unexploited. *Digital Gaming and the Advertising Landscape* explores the different ways advertising messages can be embedded within digital games. An interdisciplinary approach is used to help explain how persuasive communication works within digital games. It does so by forging new links within the area of game studies where the emphasis of this book clearly lies, while also taking up new subjects such as design theories and their relation to games as well as how this relationship may be used in a practical context.

Download or read book Handbook of Research on Integrating Social Media into Strategic Marketing written by Hajli, Nick and published by IGI Global. This book was released on 2015-04-30 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Download or read book Raising the Stakes written by T. L. Taylor and published by MIT Press. This book was released on 2015-01-30 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: How a form of play becomes a sport: players, agents, referees, leagues, tournaments, sponsorships, and spectators, and the culture of professional computer game play. Competitive video and computer game play is nothing new: the documentary King of Kong memorably portrays a Donkey Kong player's attempts to achieve the all-time highest score; the television show Starcade (1982–1984) featured competitions among arcade game players; and first-person shooter games of the 1990s became multiplayer through network play. A new development in the world of digital gaming, however, is the emergence of professional computer game play, complete with star players, team owners, tournaments, sponsorships, and spectators. In Raising the Stakes, T. L. Taylor explores the emerging scene of professional computer gaming and the accompanying efforts to make a sport out of this form of play. In the course of her explorations, Taylor travels to tournaments, including the World Cyber Games Grand Finals (which considers itself the computer gaming equivalent of the Olympics), and interviews participants from players to broadcasters. She examines pro-gaming, with its highly paid players, play-by-play broadcasts, and mass audience; discusses whether or not e-sports should even be considered sports; traces the player's path from amateur to professional (and how a hobby becomes work); and describes the importance of leagues, teams, owners, organizers, referees, sponsors, and fans in shaping the structure and culture of pro-gaming. Taylor connects professional computer gaming to broader issues: our notions of play, work, and sport; the nature of spectatorship; the influence of money on sports. And she examines the ongoing struggle over the gendered construction of play through the lens of male-dominated pro-gaming. Ultimately, the evolution of professional computer gaming illuminates the contemporary struggle to convert playful passions into serious play.

Download or read book E Marketing Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2012-05-31 with total page 1426 pages. Available in PDF, EPUB and Kindle. Book excerpt: The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds.E-Marketing: Concepts, Methodologies, Tools, and Applications presents a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this three-volume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research.

Download or read book A Newborn Business written by Zoltan Andrejkovics and published by Zoltan Andrejkovics. This book was released on 2018-10-05 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Games covered Fortnite, League of Legends, Dota 2, FIFA, Overwatch, CS:GO, Clash Royale, Hearthstone and F1 series "How can I become a professional esports player?" "How can I make a living playing esports?" "What is the lifespan of an esports game?" "What are the most popular esports?" These are just some of the questions I have been asked over the last five years. With the boom of the esports industry, everyone wants to know how they can be part of it. In this book, I have answered those questions, and dozens more, based on my years of experience working in the professional esports scene as a team manager. In this book, you will find no topic was off limits. I talk about the past, present, and future of esports and different aspects of the professional gaming industry at large.

Download or read book Spreadable Media written by Henry Jenkins and published by NYU Press. This book was released on 2018-04-03 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Spreadable Media" maps fundamental changes taking place in the contemporary media environment, a space where corporations no longer tightly control media distribution. This book challenges some of the prevailing frameworks used to describe contemporary media.

Download or read book Sport 2 0 written by Andy Miah and published by MIT Press. This book was released on 2024-02-06 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ramifications of the convergence of sports and digital technology, from athlete and spectator experience to the role of media innovation at the Olympics. Digital technology is changing everything about modern sports. Athletes and coaches rely on digital data to monitor and enhance performance. Officials use tracking systems to augment their judgment in what is an increasingly superhuman field of play. Spectators tune in to live sports through social media, or even through virtual reality. Audiences now act as citizen journalists whose collective shared data expands the places in which we consume sports news. In Sport 2.0, Andy Miah examines the convergence of sports and digital cultures, examining not only how it affects our participation in sport but also how it changes our experience of life online. This convergence redefines how we think of about our bodies, the social function of sports, and the kinds of people who are playing. Miah describes a world in which the rise of competitive computer game playing—e-sports—challenges and invigorates the social mandate. Miah also looks at the Olympic Games as an exemplar of digital innovation in sports, and offers a detailed look at the social media footprint of the 2012 London Games, discussing how organizers, sponsors, media, and activists responded to the world's largest media event. In the end, Miah does not argue that physical activity will cease to be central to sports, or that digital corporeality will replace the nondigital version. Rather, he provides a road map for how sports will become mixed-reality experiences and abandon the duality of physical and digital.

Download or read book eSports Yearbook 2013 14 written by Julia Hiltscher and published by BoD – Books on Demand. This book was released on 2015-10-06 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: This year issue contains several articles about major eSport topics in 2013 and 2014. André Fagundes Pase and Heelary Schultz wrote about Brazil. Matt Demers wrote a detailed story about commentators. Dominik Härig and Tilo Franke chose topics about marketing and marketisation in eSports. The eSports Yearbook is a collection of articles about eSports.

Download or read book Entertainment Computing written by Ryohei Nakatsu and published by Springer. This book was released on 2013-04-17 with total page 538 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is the Proceedings of the First International Workshop on Entertainment Computing (IWEC 2002). Entertainment has been taking very important parts in our life by refreshing us and activating our creativity. Recently by the advancement of computers and networks new types of entertainment have been emerging such as video games, entertainment robots, and network games. As these new games have a strong power to change our lives, it is good time for people who work in this area to discuss various aspects of entertainment and to promote entertainment related researches. Based on these considerations, we have organized a first workshop on entertainment computing. This workshop brings together researchers, developers, and practitioners working in the area of entertainment computing. It covers wide range of entertainment computing such as theoretical issues, hardware/software issues, systems, human interfaces, and applications. The particular areas covered by the workshop are: 1. Computers & Games Computer game algorithms, modeling of players, web technologies for networked games, human interface technologies for game applications. 2. Home/Arcade Games and Interactive Movies Video game computer technologies, motion capture technologies, real-time computer graphics technologies, interactive movie systems, story generation for games/movies, human factors of video games.

Download or read book Understanding Esports written by Ryan Rogers and published by Rowman & Littlefield. This book was released on 2019-09-18 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Esports: An Introduction to the Global Phenomenon places professional Esports, a rapidly growing industry, in both the cultural and athletic landscape. This book explores how the rise of professional gaming has shaped—and been shaped by—media trends, interpersonal communication, and what it means to be classified as an athlete. Ryan Rogers has assembled contributors from a variety of backgrounds and experiences in order to provide a broad view of the history, experience, and impact of professional gaming. Scholars of media studies, communication, sports, and cultural studies will find this book especially useful.

Download or read book Sponsorship in Marketing written by T. Bettina Cornwell and published by Routledge. This book was released on 2020-03-11 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Download or read book Microtransactions As A Business Model In The Video Game Industry written by Gvidenis Seliukas and published by Grin Publishing. This book was released on 2017-01-03 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2015 in the subject Business economics - Operations Research, grade: 70%, University of Portsmouth, course: Business Information Technology, language: English, abstract: Microtransactions are currently one of the most popular ways to monetize videogames, in particular free to play ones. The objective of this dissertation is to study the microtransactions business model and understand why it's so popular, how can it succeed and how does it fail. In order to better understand how the model works, the study focuses on four cases of companies that have published titles using this business model and how successful their games were, as well as implications in terms of company popularity, model popularity and what caused some of them to fail. Paired with these cases, two surveys were conducted to players of two popular video games that include microtransactions, Hearthstone and League of Legends, to better understand how much money players are spending in the games, how common it is to spend money in free video games and what kind of content they are interested in. Overall, the objective of the study was accomplished, with the results of the survey and case studies allowing a better comprehension of the player motivations when investing money in videogames and establishing a correlation between how long the players have been interested in the game and how much money they have spent.

Download or read book Actionable Gamification written by Yu-kai Chou and published by Packt Publishing Ltd. This book was released on 2019-12-03 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn all about implementing a good gamification design into your products, workplace, and lifestyle Key FeaturesExplore what makes a game fun and engagingGain insight into the Octalysis Framework and its applicationsDiscover the potential of the Core Drives of gamification through real-world scenariosBook Description Effective gamification is a combination of game design, game dynamics, user experience, and ROI-driving business implementations. This book explores the interplay between these disciplines and captures the core principles that contribute to a good gamification design. The book starts with an overview of the Octalysis Framework and the 8 Core Drives that can be used to build strategies around the various systems that make games engaging. As the book progresses, each chapter delves deep into a Core Drive, explaining its design and how it should be used. Finally, to apply all the concepts and techniques that you learn throughout, the book contains a brief showcase of using the Octalysis Framework to design a project experience from scratch. After reading this book, you'll have the knowledge and skills to enable the widespread adoption of good gamification and human-focused design in all types of industries. What you will learnDiscover ways to use gamification techniques in real-world situationsDesign fun, engaging, and rewarding experiences with OctalysisUnderstand what gamification means and how to categorize itLeverage the power of different Core Drives in your applicationsExplore how Left Brain and Right Brain Core Drives differ in motivation and design methodologiesExamine the fascinating intricacies of White Hat and Black Hat Core DrivesWho this book is for Anyone who wants to implement gamification principles and techniques into their products, workplace, and lifestyle will find this book useful.