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Your Guide To Entertainment Marketing and Performance (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgate, Al Lieberman

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8. A Handful of Content: Games, Mobile Applications, and Mobile Marketing

Electronic gaming has continued its rapid rise, now claiming more revenue than either movies or music. However, gaming faces challenges. Classic video gaming, focused on a specific sector of the population, must widen its base while also battling the prime concerns of consumers: which device, what type of access, and how about that content? In the meantime, social and mobile gaming are charging up from behind, riding the wave of smartphones and tablets, changing the gaming and the marketing landscape. This ever-increasing interest in gaming is causing many products and services to include gaming in their marketing efforts.

Where devices go, marketing is soon to follow. ...

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