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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 identifie

Video games industry --- Video games --- Jeux vidéo --- Marketing --- Industrie --- Commercialisation --- Video games -- Innovation. --- Video games -- Marketing. --- Video games industry. --- Business & Economics --- Industries --- Marketing. --- Jeux vidéo --- Television games --- Videogames --- Video game industry --- Electronic games --- Electronic games industry --- E-books --- Computer games --- Internet games --- Games --- Computer games industry --- Internet games industry --- Electronic industries --- Toy industry

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In a marketplace that demands perpetual upgrades, the survival of interactive play ultimately depends on the adroit management of negotiations between game producers and youthful consumers of this new medium. The authors suggest a model of expansion that encompasses technological innovation, game design, and marketing practices. Their case study of video gaming exposes fundamental tensions between the opposing forces of continuity and change in the information economy: between the play culture of gaming and the spectator culture of television, the dynamism of interactive media and the increasingly homogeneous mass-mediated cultural marketplace, and emerging flexible post-Fordist management strategies and the surviving techniques of mass-mediated marketing. Digital Play suggests a future not of democratizing wired capitalism but instead of continuing tensions between "access to" and "enclosure in" technological innovation, between inertia and diversity in popular culture markets, and between commodification and free play in the cultural industries.

Video games --- Economic aspects. --- Social aspects. --- Electronic games industry --- Electronic games --- Social aspects --- E-books --- Electronic books. --- Electronic games -- Social aspects. --- Electronic games industry. --- Industries --- Recreation & Sports --- Business & Economics --- Social Sciences --- Television games --- Videogames --- Economic aspects --- Electronic toys --- Games --- Electronic industries --- Toy industry --- Computer games --- Internet games --- Computer games industry --- Internet games industry --- Video game industry