Gaming

Leveling Up Together: Inclusive Marketing Strategies for a Diverse Gaming Community

Leveling Up Together: Inclusive Marketing Strategies for a Diverse Gaming Community

Research by a Master of Entertainment Industry Management team examined the current gaming landscape, allowing their video game marketing client, Cheat Code (a division of Omelet) to  develop effective strategies that resonate with the diverse audience of midcore and hardcore games. They found that Diversity, Equity, and Inclusion (DEI) initiatives incorporated by a gaming company can increase players' willingness to participate in the communities.

How AI Is Used in Video Games: The Sims 4 and Red Dead Redemption 2

How AI Is Used in Video Games: The Sims 4 and Red Dead Redemption 2

Artificial intelligence (AI) has been fundamental since the 1950s in game design and development, but a subset of AI called generative artificial intelligence (GenAI) is now deployed in nearly all video games to create clever, responsive, or adaptive behaviors. This article examines the unique cases of Generative AI in 2 incredibly popular video games: The Sims 4 and Red Dead Redemption.