Brand Communication through Sport Video Games

Beth A. Cianfrone, Patrick Walsh

Research output: Chapter in Book/Entry/PoemChapter

Abstract

Sport video games are popular worldwide and have a captivated, diverse, and engaged audience. The sport video game industry, including online and console games, continually grows with advanced game play technology, streaming options, and professional leagues. Sport video games present a variety of opportunities for entities to promote their brands to gamers, and they are doing so at great financial costs. Entities, such as sport organizations, athletes, and non-sport companies can communicate their brands through the games via brand extensions, endorsements, and in-game advertising. This chapter will discuss each of those aspects, including a brief history, noteworthy examples, consideration of effectiveness, as well as recommendations for the future direction.

Original languageEnglish (US)
Title of host publicationCommunication in Sport Management
PublisherTaylor and Francis
Pages73-85
Number of pages13
ISBN (Electronic)9781040186671
ISBN (Print)9781032859019
DOIs
StatePublished - Jan 1 2024

ASJC Scopus subject areas

  • General Social Sciences
  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting
  • General Arts and Humanities

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