The plot thickens: How brands can integrate into in-game environments and build relationships

New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.

While COVID-19 has wreaked havoc across most industries worldwide, others have inadvertently benefited from the global pandemic. One of these is the gaming industry which saw share prices soar as consumer demand for in-home entertainment reached new peaks during imposed global lockdowns. The massively multiplayer online (MMO) game Fortnite has a staggering 350 million players alone, and worldwide there are now over 2.7 billion gamers across multiple gaming apps. And there’s no sign that this demand is going to abate any time soon.

In 2019, the gaming industry earned US$150 billion worldwide and the current forecast is estimating this will...

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