Innovation and Marketing in the Video Game Industry

David Wesley is a Research Manager at Northeastern University's College of Business Administration in Boston.Gloria Barczak is Professor and Chair of the marketing department at Northeastern University and former director of the Executive MBA program.

"A great read for anyone interested in video games and the entertainment business. Wesley and Barczak craft a compelling read based through the history of video games - the unexpected success stories and colossal failures - which give us a foundation of learning that help those of us in the industry make better decisions in this new era of gaming. The rise of social games, micro- transactions, virtual goods and ever changing platforms force us to learn from our past and continue to think out of the box." Tom Sperry, CEO of Blade Games, Founding member of Microsoft Games Group "This riveting and highly enjoyable book fully documents the history of the fascinating video game industry. From Donkey Kong and Mario Bros. to Xbox, Wii, Guitar Hero and Rock Band, David Wesley and Gloria Barczak take us through all the twists and turns of the video game industry, uncovering the stunning triumphs and errors that mark an industry changing so fast that, at times, top management at the leading companies are barely able to keep up, let alone develop sound marketing plans." Anthony Di Benedetto, Professor of Marketing, Temple University, USA"Easy to read yet powerful in its insights, this book emphasizes the importance of consistently identifying and effectively serving customers' needs as a path to long-term corporate success. The ability of collaborations with those outside the company's walls such as suppliers and certainly customers themselves is shown to be a source of developing value-creating products and services while avoiding complacency that can stifle innovation and ultimately, lead to corporate failure." R. Duane Ireland, Distinguished Professor of Management, Mays Business School, Texas A&M University, USA

• Introduction1. Shigeru Miyamoto and the Art of Donkey Kong2. Nintendo’s Dark Age3. PlayStation Dreams4. Xbox Empire5. The Brain Age6. Rings of Death7. The PlayStation 38. Blu-Rays and Netflix9. The Wii Revolution10. Game Development and the Rise of Casual Games11. Guitar Hero Nation10. Conclusion