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We have initiate a project on the relationship between marketing and videogames. This is funded by the Royal Swedish Academy of Science.

In this project we intend to study the marketing efforts that are taking place in the global sphere defined by video games, in this we include what can be defined as traditional marketing of a product/service but we also aim to study how games are used to market other products/services. Over one thousand new video game titles are being released each year, urging video game developers and publishers to find elaborated ways to penetrate this digital roar in order to reach the gamers attention. The result of this can be found in new relations between producer and user as these developers involve the users in the production, it can be found in novel marketing efforts like Alternative Reality Games (ARG) where the physical and digital are moulded to construct marketing platforms for new games.


Peter Zackariasson, Ph.D.

I am an associate professor at University of Gothenburg, School of Business, Economics and Law, also affiliated with Gothenburg Research Institute. I have written numerous articles and chapters on organization, leadership and marketing. Mostly these are about the video game industry. You can contact me at