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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6676
- DOI
- 10.1108/eb027653
- Publisher site
- See Article on Publisher Site
Abstract
Five years ago, if the general public had been presented with a picture of a spotty youth, locked in his bedroom, a lot of people might have said he is probably playing video games, and might have said it with a note of disdain in their voice. And they might have been right. Today, they still might give the same answer but they are more likely to be wrong. So, why might they be wrong Well, in the last five years, the interactive games industry has seen massive changes in terms of its size, its' consumers and the role of video games in consumers' lifestyle.
Journal
International Journal of Advertising and Marketing to Children – Emerald Publishing
Published: Apr 1, 2000