John Wiley & Sons Get in the Game Cover An essential guide for marketers and execs wishing to integrate their brands with modern games and e.. Product #: 978-1-119-85536-1 Regular price: $25.14 $25.14 In Stock

Get in the Game

How to Level Up Your Business with Gaming, Esports, and Emerging Technologies

Stringfield, Jonathan


1. Edition July 2022
256 Pages, Hardcover
Wiley & Sons Ltd

ISBN: 978-1-119-85536-1
John Wiley & Sons

Buy now

Price: 26,90 €

Price incl. VAT, excl. Shipping

Further versions


An essential guide for marketers and execs wishing to integrate their brands with modern games and esports

In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games.

This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans.

Get in the Game provides:
* A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry
* Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety.
* Practical discussions of gaming as a competitive platform or streaming viewing experience.
* In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse.

Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

Preface: the Revolution of 1972 ix

Part I: Playing the Game: Understanding Video Games as Media 1

1 Introduction: The Gaming Moment 3

2 Tricks Your TV Can Do: The Rise, Fall, and Rise Again of Gaming 13

3 Why Do We Game?: Gamer Motivations and Psychology 43

4 Underworld: Violence, Addiction, Toxicity, Representation, and Brand Safety 59

5 Getting in the Game (without Changing It): Gaming Integration Opportunities for Businesses 75

Part II: Watching the Game: Esports, Streaming, and Games as a Viewing Experience 99

6 Multiplayer: An Introduction to Esports 101

7 Good Luck Having Fun: The Rise of Esports 117

8 Work to Play and Play to Work: Game Streaming and Streamers 135

9 Unbalanced: Opportunities in Game Viewing for Businesses 149

Part III: Storytelling in Virtual Worlds: Future Directions and Conclusions 171

10 Life in the Screen: Metaverse and Future Directions 173

11 Conclusion: Point of No Return 189

Notes 199

Acknowledgments 221

About the Author 223

Index 225
JONATHAN STRINGFIELD, PHD, is a research and marketing executive specializing in technology and gaming, having spent nearly twenty years at companies such as Facebook (Meta), Twitter, and Activision Blizzard. He is a regularly published contributor and speaker in technology on topics ranging from ad-tech to marketing science and consumer psychology. Jonathan holds a PhD in Sociology where his work concentrated on how users of new technology think about topics such as personal identity and privacy and is a lifelong gaming fan.