Human Kinetics Article Analysis

In the Human Kinetics article,” The Effect of Sport Video Gaming on Sport Brand Attitude, Attitude Strength, and the Attitude-Behavior Relationship” written by Yongjae Kim and Stephen Ross, discuss the impact of how computer and video games has brought, especially towards sport video games. On page 657, it states that,” the popularity of sport video games is evidenced by the fact that sport video games account for 20.6% of the U.S. video game industry sales ($9.25 billion) in 2011 (Entertainment Software Association, 2012). Therefore, sport video games are rapidly growing into a highly popular activity for many kinds of sport fans across the whole United States. Most of all, many sport fans play sport video games during a single season and throughout the year (Arrington, 2003; …show more content…
For example, the NFL Players Association, receives about $35 million per year for licensing players’ images to video game publishers (Kaplan, 2011). In return, EA Sports or EA, video game publishing company, known for putting out some of the most well-rounded games in the industry's history, nonetheless can use brand images such as team colors, names, and logos. Moreover, sport video games are perceived as a component of advertising and promotional strategy for sport teams and leagues to sport fans, new fans, and younger generations (Arrington, 2003). Depending on the event, some sport marketers use sport video games for event promotion and enhancement in brand awareness. For instance, the Super Bowl. The week leading up to the Super Bowl, the National Football League (NFL) and EA sports dedicate their efforts to directly promote the Super Bowl as well as discussing upcoming Madden video game tournaments in hopes to ultimately furthermore attract fan