Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

Galen E. Clavio · Patrick M. Kraft · Paul M. Pedersen

29 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Games and Media

Abstract

The PGA Tour/Tiger Woods golf series 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, adidas, 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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References

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2011Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages 2008Uses and Gratifications of Internet Collegiate Sport Message Board Users 2013Comparing Brand Awareness Levels of In-Game Advertising in Sport Video Games Featuring Visual and Verbal Communication Cues 2017Effectiveness of In-game Advertisement: An Examination of Repetition Effect, Brand Familiarity and the Relationship Between Gaming Skills and Advertising Execution

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