This paper explores the use of digital games for marketing communications using two theoretical perspectives. Firstly, the external contexts in which video game play takes place and secondly, internal game processes that are likely to be of interest to marketers and game developers. Findings from exploratory focus groups support the use of brand placement in games. Players feel that it can incr...

As the metabolism of the games research community has sped up in the digital age, we witness a proliferation of literature on the theoretical and methodological underpinnings of game design. Video Game Spaces is one of the better books—primarily due to the interdisciplinary analytical approach employed by the author, Michael Nitsche. The book explores the effects of the spatial dimension on the...

This paper suggests that recent developments in video game technology have occurred in parallel to play being moved from public into private spaces, which has had impact on the way people interact with games. The paper also argues and that there is potentially value in the creation of public play spaces to create opportunities to utilise both technology and body for the benefit of community cul...