Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies

An essential guide for marketers and execs wishing to integrate their brands with modern games and esports

In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games.

This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans.

Get in the Game provides:

• A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry
• Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety.
• Practical discussions of gaming as a competitive platform or streaming viewing experience.
• In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse.

Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

About the Author

Jonathan Stringfield is VP and Global Head of Business Marketing, Measurement and Insights at Activision Blizzard across the Media and Esports businesses. In this role he oversees a global team responsible for crafting legendary marketing experiences, conducting rigorous science to substantiate the unique power of gaming to advertisers, and supplying partner teams with evidence-based insights that drive innovation.

Previously, Stringfield was Director, Marketing Insights and Analytics at Twitter where he was responsible for all measurement and ad effectiveness research for the US advertising business. Prior to that, he was an early member of Facebook’s measurement solutions research team and led demographic research for Nielsen’s TV and media research services. He holds a PhD in Sociology, where his NSF-funded research focused on identity and audience conceptions among users of social media technologies.