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In the end of this week I am presenting a conference paper on video games and marketing at the Internation Market Trends Conference in Paris. Paris is always nice and I’m proud to still pass as a young scholar ๐Ÿ™‚

Following in the wake of Internet technologies the video game industry is today transforming games to service outlets and promotional tools. Games are no longer products that are sold on a point of sale setup; instead developers offer the service to subscribe to games. In the midst of this transformation developers are also making use of the interactivity enabled by Internet technologies and crafts games as a sphere for promotion, a place for other organizations to display their products or services.


In 2012 we will published an edited book on the video game industry (eds. Peter Zackariasson and Timothy L. Wilson). The book will be published in the Routledge Studies in Innovation, Organizations, and Technology series.

This book is an edited collection of academic contributions on the video game industry. Generally speaking, there will be 17 or 18 chapters in the text. Each of these chapters will be written by an individual or individuals who have done serious research in this relatively young, but growing area. The chapters will be grouped in four parts that capture the essence of the industry. Individual chapters will integrate aspects of history, human behavior, technology, business and economics. Part I will describe the nature of the industry as it exists today and aspects of interrelationships in it. Part II will relate to the industry as it has arisen in different parts of the world. Part III reflects the medium itself, which provides a unique platform for entertainment and potential for future development. Part IV extends observations into the future. Basically, the book is positioned to describe and define video games as their own special medium. They are not pinball from which they grew, nor movies which they sometimes resemble. They are a unique form of entertainment based on meaningful interactions between individuals and machine across a growing sector of the population. The need that this book meets is that it will provide a reference foundation for individuals seriously interested in the industry at the academic level. Presently we know of few other books that meet this need. Consequently, we expect papers in it to be widely quoted in subsequent research and also the book itself will serve as a reference in curricula associated with video game development.

The aim of this book is to provide a platform for the research on the videogame industry to draw a coherent and informative picture of this industry. Previously this has been done sparsely through conference papers, research articles and popular science books. Although the study of this industry is still stigmatized as frivolous and โ€˜onlyโ€™ game oriented, those of us who grew up with video games are changing things, especially research agendas, the acceptance of studies and their interpretation.

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