TY  - BOOK
AU  - Nichols,David
TI  - Brands & gaming: the computer gaming phenomenon and its impact on brands and businesses 
SN  - 1403998973
AV  - HD9993.E452 B73 2006
U1  - 794.80688 22
PY  - 2006///
CY  - Houndmills, Basingstoke, New York
PB  - Palgrave Macmillan
KW  - Electronic games industry
KW  - Computer games
KW  - Product management
N1  - Includes index; 1; Are you ready to play? : the global gaming phenomenon --; 2; Scoping the map : gaming today --; 3; Target identified ... deploy weapons : brands in the gaming arena --; 4; All work and no play? : culture and gaming --; 5; Behind the avatar : who plays games? --; 6; Hankook Igyora! : the future of gaming --; 7; Morphing giants : how the gaming industry will evolve --; 8; Press "start" to play : leveraging gaming for your brand --; 9; Brands and gaming : FAQs --; App. 1; Gaming genres --; App. 2; Main games publishers --; App. 3; Glossary of gaming terms --; Added value --; B.I.G. (brands in gaming)
ER  -