Global marketing of leisure software: a case study of Asian countries

Addresses issues of innovation in the global marketing of leisure industry software products. A strong marketing base is identified as being essential but identifying such a base can be complicated due to changes in demographic and social structures, particularly those taking place in Asia. Explores ways of establishing and devising strategies to become a global leisure software publisher. Interactive entertainment companies have experienced particularly rapid growth cycles with success being achieved through portfolios of strong titles and aggressive marketing.