Section 3: Recommended Reading

Recommended Reading in order to understand the broader implications of the video game industry

 1. The Video Game Industry: Formation, Present State, and Future edited by Peter Zackariasson and Timothy L. Wilson

This book is a fantastic Pre 2012 reference, and provides a comprehensive analysis of the entire video game industry as a whole. This includes past, future and present.

• This book while lengthy, examines a large portion of the industry, including consumer behaviour, industry business models and in-depth marketing strategy analysis.
• This book explores the motivations for consumers purchase behaviours, and provides an understanding on what influences a consumer in this industry.
• Covers market trends and innovations pre-2012. Equips readers with a comprehensive understanding of the history of the industry, from what the fundamentals of a video game industry, to the future prospects.
• This book analyses the competitive nature of the industry, and discusses strategy in order to obtain and maintain a sustainable competitive advantage.
• This book provides insights to brand image and influence, to management and brand positioning, utilising market research and segmentation.
• Explores digital marketing strategies, communication channels used at the time, and ways of which organisations engage and interact with consumers (should be noted this area is outdated to be utilised presently, but core foundations still exist and can be applied  in current studies).
• Confronts and acknowledges ethical issues and concerns such as diversity, inclusion and encourages readers to critically evaluate societal impacts.

Overall this book acts as a pre 2012 history, and guide on the pre 2012 video game industry. How we got to where we are now, and how we move forward. Consider this book near essential, if looking for an encyclopaedia of knowledge. This book covers a wide array of marketing strategies and theories, while critically analysing the reasons why and their effectiveness, or lack thereof. 

Zackariasson, P. and Wilson, T.L. eds., 2012. The video game industry: Formation, present state, and future. Routledge.

2. Video Games as Culture by Daniel Muriel and Garry Crawford 

  

This 2017 Book written by Muriel and Crawford provides a great insight into culture, diversity and inclusivity. A must for those seeking an understanding of the diverse intricases of the video game community.

• provides insights into the diverse range of cultures and communities, and their motivations and preferences regarding their purchase decisions.
• Assists readers in grasping an understanding of a range of demographics, and provides the foundations for conducting market research.
• Explores segmentation strategies, and highlights the unique characteristics in different groups and cultures.
• Examines what influences community engagement, and provides insight on how to inspire, nurture and foster a positive and loyal community base.
• Explores the importance of considering the potential impacts on different cultures, based on the stories told or marketing methods chosen. Considers what may be appropriate for one, that may not be for another. This in turn can provide a more sensitive understanding of the cultural implications.

This book overall examines the video game industry from another avenue that is not based purely on profit and revenue, but on cultural sensitiveness, fostering and maintaining positive relationships, and spearheading your brand into a considerate, and relatable level of cultural inclusion, awareness and respectability.

Muriel, D. and Crawford, G., 2018. Video games as culture: Considering the role and importance of video games in contemporary society. Routledge.

3. The Game Believes in You: How Digital Play Can Make Our Kids Smarter by Gregg Toppo

This book by Greg Toppo highly differs from the nature of the previous entries, however because of this, and the limited journals based solely on education within the video game industry, the nature of this read can be insightful by examining the applications of the industry from another perspective. Especially useful as mentioned in Section 1, consumers are engaging in the industry at higher percentages at a younger and younger age.

• This book examines and sets out the education potential, that exists within digital interactive media and the ways of which it can be utilised in educating children.
• This book utilises a writing style which is simplistic, in its explanation of complex concepts.
• considers the benefits and issues of digital play, such as screen time and online safety.
• Examines the industry from a perspective of education, and advocates for its inclusion, providing a unique take on its potential benefits,
• An interesting perspective on the video game industry and its younger consumers and practical applications for education and parents. 

Overall this book helps expand the readers perception of what the industry is capable of. opens up the readers mind to other practical implications that are not solely based on entertainment, and consumer retention, but healthy applications to education and other sectors.

Toppo, G., 2015. The game believes in you: How digital play can make our kids smarter. Macmillan.