Innovation and Marketing in the Video Game Industry: Avoiding the Performance Trap

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Overview

Based on their extensive research into the business and marketing strategies of the video game industry, David Wesley and Gloria Barczak consider how and why, in the search for the holy grail of high definition gaming, many companies have become ensnared in a ‘performance trap’ that causes them to lose sight of the customer. The history of technology is littered with examples of superior products that either failed or sold poorly relative to technically inferior competing products. Innovation and Marketing in the Video Game Industry examines the factors behind success and failure and identifies patterns that will help engineers, developers, and executives formulate better business strategies.
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Overview

Based on their extensive research into the business and marketing strategies of the video game industry, David Wesley and Gloria Barczak consider how and why, in the search for the holy grail of high definition gaming, many companies have become ensnared in a ‘performance trap’ that causes them to lose sight of the customer. The history of technology is littered with examples of superior products that either failed or sold poorly relative to technically inferior competing products. Innovation and Marketing in the Video Game Industry examines the factors behind success and failure and identifies patterns that will help engineers, developers, and executives formulate better business strategies.

What People Are Saying

Anthony Di Benedetto
‘This riveting and highly enjoyable book fully documents the history of the fascinating video game industry. … David Wesley and Gloria Barczak take us through all the twists and turns of the video game industry, uncovering the stunning triumphs and errors that mark an industry changing so fast that, at times, top management at the leading companies are barely able to keep up, let alone develop sound marketing plans.’ --(Anthony Di Benedetto, Editor-in-Chief of the Journal of Product Innovation Management, and Professor of Marketing, Temple University) ‘
Ireland
‘Easy to read yet powerful in its insights, this book emphasizes the importance of consistently identifying and effectively serving customers’ needs as a path to long-term corporate success. …collaboration with those outside the company’s walls such as suppliers and certainly customers themselves is shown to be a source of developing value-creating products and services while avoiding complacency that can stifle innovation and ultimately, lead to corporate failure.’ --( R. Duane Ireland, Editor of the Academy of Management Journal, and Distinguished Professor of Management, Mays Business School, Texas A&M University)
Tom Sperry
‘A great read for anyone interested in video games and the entertainment business. Wesley and Barczak craft a compelling read based through the history of video games – the unexpected success stories and colossal failures – which give us a foundation of learning that help those of us in the industry make better decisions in this new era of gaming. .’--( Tom Sperry, CEO of Blade Games, Founding member of Microsoft Games Group)

Product Details

  • ISBN-13: 9780566091674
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 6/1/2010
  • Pages: 280
  • Product dimensions: 7.00 (w) x 9.70 (h) x 1.00 (d)

Table of Contents

Contents:
Preface;
Introduction;
Shigeru Miyamoto and the art of Donkey Kong;
Nintendo’s dark age;
Playstation dreams;
Xbox empire;
The brain age: handheld consoles and their impact on adult gamers;
Rings of death;
The Playstation 3: Sony’s ‘supercomputer’;
Blu-rays and Netflix: defining ‘the ultimate high definition experience’;
The Wii revolution;
Game development and the rise of casual games;
Guitar Hero nation;
Conclusion; Epilogue;
Bibliography;
Index

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