Communicating with Consumers through Video Games: an Analysis of Brand Development within the Video Gaming Segment of the Sports Industry
The PGA Tour/Tiger Woods golf series video game was examined for brand and product placement
The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 2
Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry
by
Galen Clavio, Patrick M. Kraft, Paul M. Pedersen
Abstract
The PGA Tour/Tiger Woods golf series video game was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, addidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues.
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© IMR Publications Ltd
Keith
Keith Irving
iStadia
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