Brands and Video Games: Three Steps for Finding a Perfect Match


Step 1: Analyzing Attributes of Prospective Partners

Millions of people around the world play video games on a daily basis. As a result, video games present an amazing marketing opportunity. But how do you identify which game is appropriate for your brand? There is endless variety in the scope and presentation of video games—from vanquishing zombie hoards on your PC, to buying and selling real life locations on your mobile phone, to throwing a game-winning touchdown on your console. When it comes to branding and product placement, it’s important to find the right game to reach your target audience and maximize the value of your investment.

This three-part article series will discuss some of the issues that brand owners and video game publishers face when pursuing marketing and promotional opportunities within games. This first article focuses on game attributes—determining what types of games are best suited for your brand. Future articles will consider user interactions with brands—analyzing how a user's relationship with the brand may affect game play and the brand's marketing success, and the effects of user-generated content on branding within video games. Combined, these articles will show you how to handle the issues you face when harnessing the enormous marketing potential of video games to promote your brand.

Please see full article below for more information.

LOADING PDF: If there are any problems, click here to download the file.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Sheppard Mullin Richter & Hampton LLP | Attorney Advertising

Written by:


Sheppard Mullin Richter & Hampton LLP on:

Popular Topics
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.