The video game industry has been one of the fastest growing cultural phenomena of our times and to a new generation of "indie gamers", being a game developer isn't just about design and production. This textbook is for game design or development students, or aspiring developers, who want to know how to promote and sell the results of their efforts. It provides a much-needed guide to the essentials of marketing strategy, applied to the video games industry.

Peter Zackariasson is an Associate Professor in Marketing at the University of Gothenburg, Sweden. Since early 2000 he has studied the video game industry, its production and consumption, which has resulted in numerous articles, books and conference papers.

Mikolaj Dymek is an Associate Professor at Mid Sweden University, Sweden, where he researches marketing communications. He is also a consumer PR analyst and is co-editor of a new volume of work on the business of gamification, also due in 2016 from Routledge.

Introduction Part I: Tools 1. The Market for Video Games 2. Marketing Strategy and the Marketing Mix 3. Video Game as Products or Services 4. Brands and Video Games 5. Marketing Communication and Video Games 6. Marketing Research for Game Development Part II: Challenge 7. Postmodern Marketing 8. Marketing as Practice 9. The Future of Game Development Part III: Explore 10. Advergames and in-game advertising 11. Gamification 12. Alternate Reality Games