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We’ve published an article in Services Marketing Quarterly about segmentation and online games. The idea is that these virtual world are marketplaces where it is possible to segment the users from how they interact with the world, thus also target them as consumers.

Peter Zackariasson, Nils Wåhlin, and Timothy L. Wilson (2010). Virtual identities and market segmentation in marketing in and through Massively Multiplayer Online Games (MMOGs). Services Marketing Quarterly, 31(3), pp. 275-295.

Abstract Read the rest of this entry »


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