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 language | English (US) |
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Title of host publication | Communication in Sport Management |
Publisher | Taylor and Francis |
Pages | 73-85 |
Number of pages | 13 |
ISBN (Electronic) | 9781040186671 |
ISBN (Print) | 9781032859019 |
DOIs | |
State | Published - Jan 1 2024 |
ASJC Scopus subject areas
- General Social Sciences
- General Economics, Econometrics and Finance
- General Business, Management and Accounting
- General Arts and Humanities