Paper: Virtual World Business Brands

Betsy Book, who last year wrote about in-game advertising, has published a new paper titled "Virtual World Business Brands: Entrepreneurship and Identity in Massively Multiplayer Online Gaming Environments."

Quote: "While most in-game advertising efforts involve established corporations working with game administrators to deliver targeted ad campaigns or the development of separate branded worlds, players who frequent some MMOGs are taking matters into their own hands by creating original brands for avatar clothing, virtual vehicles, event hosting services and more."

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