The book shows how some video game companies have used radical innovations to attract new customers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. The authors compare product features, marketing strategies, and the supply chain to help better understand this valuable 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.