Date: June 2015 - Page 2

The rise of video gaming as a lucrative, commercial industry should be enough to have advertisers banging down the doors of gaming companies. It seems, however that, brand positioning within the gaming community isn’t high on their agenda. Perhaps this is because advertisers don’t understand the industry, as journalist and gaming enthusiast Owen Chow discovers.

When measuring sales, reach and profitability, video gaming now rivals the combined power of the global film and music industries. Worldwide, gaming sales amounted to US$46.5 billion in 2014, compared to US$36.5 billion in film and the music industry’s US$14.7 billion net return. 

After spending some time in New York talking to hundreds of entrepreneurs from around the globe, I am rejuvenated and ready to tackle my next challenge.

It's known as the 'Kardashian Effect and is described by the Urban Dictionary as “The practice of caring about D list celebrities who have no talent and contribute nothing to society.” At first glance that may seem correct when talking about Kim Kardshaina, but look a little deeper and it couldn't be further from the truth.

There is another more positive way at looking at the Kardashian phenomenon, and that is to examine what the Kardashians did to build their image empire.