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Global Perspectives on Social Media
Influencers and Strategic Business Comm

Global Perspectives on Social Media Influencers and Strategic Business Communication

The video game industry has long been the world's largest and fastest-growing media sector. As it continues to evolve and increase in complexity, the demand for sound legal guidance grows accordingly.

This book explores the legal issues that arise at every stage of a video game's lifecycle in a practical and solution-oriented way, taking into account commercial and economic conditions. It serves as a comprehensive guide to both current and emerging legal challenges in the video game industry. As a concise and accessible handbook, it serves as a valuable guide to both current and emerging legal challenges in the video game industry, covering key topics such as:
<li>The legal framework for innovative business models
</li><li>The opportunities and limitations for investment
</li><li>Licensing practices 
</li><li>Platform obligations and liability
</li><li>Regulation, particularly regarding minors, as well as data and consumer protection laws

Key areas:
</li><li>Setting up a video game company (financing, founding, mergers and acquisitions, taxation) 
</li><li>Video game development (copyright, remuneration, music in games, trademarks, and work title law)
</li><li>Publishing (contracts between developers and publishers, localisation, protection of minors, age ratings)
</li><li>Distribution (business models, consumer contracts, legal issues related to virtual items and loot boxes, law enforcement, data protection, VAT)
</li><li>Platforms (platform obligations, antitrust framework &amp; related regulation, trust &amp; safety measures, toxic players)
</li><li>Marketing (media law, unfair commercial practices, influencer marketing, guidelines &amp; licenses for Let's Plays, esports)

Editors
Prof. Dr. Christian-Henner Hentsch is a professor of copyright and media law at TH Köln, Director of Legal &amp; Regulatory Affairs at game - The German Games Industry, and managing director of VHG, the first collecting society for games; he holds a PhD in law from the University of Bonn and an LLM from Humboldt University Berlin.
Dr. Anselm Rodenhausen is Vice President Legal &amp; Policy at Video Games Europe, overseeing legal and regulatory issues for major game companies. He previously worked at Zalando, Freshfields Bruckhaus Deringer, and as a Legal &amp; Policy Officer with the European Commission (DG CONNECT); he holds a PhD in law from the University of Münster and an MJUR from the University of Oxford.
Dara MacGreevy is currently Senior Legal Counsel at Video Games Europe, where he has worked for 15 years, and previously led anti-piracy efforts for the Motion Picture Association in the EMEA region; he holds a law degree from University College Dublin and was called to the Irish Bar in 1976 and the Bar of England and Wales in 1979.

Authors
Jürgen Bänsch, Senior Director Policy &amp; Public Affairs Video Games Europe, Brussels | Kai Bodensiek, Lawyer, Berlin | Florent Boisneault, Ubisoft, Director Legal | Dirk Bosmans, Pan-European Game Information (PEGI), Brussels | Guillaume Croisant, Lawyer and ESG Lecturer, Brussels | Isabel Davies, Lawyer, London | Dr. Gaetano Dimita, Queen Mary University of London | Andrea Dufaure, Lawyer, Paris | Dr. Willy Duhen, Senior Director Legal Activision Blizzard King, London | Kate Edwards, CEO and Principal Consultant, Geogrify, Seattle | Konstantin Ewald, Lawyer, Cologne | Dr. Jan-Peter Ewert, Lawyer, General Counsel Valve GmbH, Hamburg | Felix Falk, CEO German Games Industry Association (game), Berlin | Emanuele Fava, In-house Lawyer, Activision Blizzard King, London | Thomas Fischer, MBA (Columbia), Associate General Counsel, PLAION, Munich | Julia Foguel, Pan-European Game Information (PEGI), Brussels | Dr. Hans-Martin Grambeck, Tax consultant, Norderstedt | Laura Godfrin, Lawyer, Paris | Virginie Gringarten, Ubisoft, Vice President Legal | Prof. Dr. Christian-Henner Hentsch, Cologne Research Center for Media Law, TH Köln; Director Legal &amp; Regulatory Affiars, game; MD VHG - Verwertungsgesellschaft für die Hersteller von Games, Cologne/Berlin | Felix Hilgert, Lawyer, San Francisco | Jari-Pekka Kaleva, Managing Director European Games Developer Federation (EGDF), Helsinki | Jakub Kubalski, Partner at SSW Law &amp; Beyond, Video Games Association Poland (SPiDOR), Warsaw | Hendrik Lesser, President European Games Developer Federation (EGDF), CEO remote control productions GmbH, Munich | Peter Lewin, Lawyer, London | Simon Little, CEO Video Games Europe, Brussels | Dr. Andreas Lober, Lawyer, Frankfurt | Michaela Macdonald, Queen Mary University of London | Dara MacGreevy, Legal Consultant, Video Games Europe, Dublin | Jean-Sebastien Mariez, Lawyer, Paris | Clemens Mayer-Wegelin, LL.M., Lawyer, European General Counsel - Senior Director, Nintendo of Europe SE, Frankfurt a. M. | Manuel Fragoso Mendes, Senior Manager Legal and Policy Video Games Europe, Brussels | Sergi Mesonero, Head of Esports Video Games Europe, Brussels | Jean-Baptiste Morguet, Ubisoft, Director Legal | Ulf Morys, Ubisoft, Senior Director Accounting | Prof. Dr. Philippe Mouron, University Aix-Marseille, Aix-en-Provence | Dr. Claas Oehler, Lawyer and Notary, Berlin | Pieter Paepe, Lawyer, Brussels | Vikram J. Pandit, Lawyer, Brussels | Dan Penfold, Vice President Legal Affairs Warner Bros. Games, London | Lorenzo von Petersdorff, Legal Counsel &amp; Deputy Managing Director Entertainment Software Self-Regulation Body (USK), Berlin | Anna Piechówka, Deputy General Counsel, CD PROJEKT RED, Warsaw | Christoph de Preter, Lawyer, Brussels | Andy Ramos Gil de la Haza, Partner at Pérez-Llorca, Madrid | Prof. Dr. Christian Rauda, Lawyer, Hamburg | Dr. Anselm Rodenhausen, MJur. (Oxford), Vice President Legal &amp; Policy Video Games Europe, Brussels | Zoran Roso, ZR Consulting, Munich | Alexandre Rudoni, Lawyer, Paris | Emmanuelle Sarlangue, Lawyer, Paris | Elisabeth Secker, Managing Director Entertainment Software Self-Regulation Body (USK), Berlin | Dr. Martin Soppe, Lawyer, Hamburg | Ted Shapiro, Lawyer, Brussels | Per Strömbäck, CEO Dataspelsbranschen, Stockholm | Daniel Trunk, Lawyer, Frankfurt | Ingrid Vandenborre, Lawyer, Brussels | Tim Varney, Senior Corporate Counsel, Microsoft, London | David Verbruggen, General Manager Video Games Federation Belgium, Brussels | Hester Woodliffe, Senior Vice President Publishing International, Warner Bros. Games, London and Chair Video Games Europe | Cordula Zimmer, VP Legal Affairs Wooga, Berlin
</li>

A Handbook

EU Video Games Law

An alarming exposé of the new challenges to literary freedom in the age of social media—when anyone with an identity and an internet connection can be a censor. In That Book Is Dangerous!, Adam Szetela investigates how well-intentioned and often successful efforts to diversify American literature have also produced serious problems for literary freedom. Although progressives are correct to be focused on right-wing attempts at legislative censorship, Szetela argues for attention to the ways that left-wing censorship controls speech within the publishing industry itself. The author draws on interviews with presidents and vice presidents at the Big Five publishers, literary agents at the most prestigious agencies, award-winning authors, editors, marketers, sensitivity readers, and other industry professionals to examine the new publishing landscape. What he finds is unsettling: mandatory sensitivity reads; morality clauses in author contracts; even censorship of “dangerous” books in the name of antiracism, feminism, and other forms of social justice. These changes to acquisition practices, editing policies, and other aspects of literary culture are a direct outgrowth of the culture of public outcries on X, Goodreads, Change.org, and other online platforms, where users accuse authors—justifiably or not—of racism, sexism, homophobia, and other transgressions. But rather than genuinely address the economic inequities of literary production, this current moral crusade over literature serves only to entrench the status quo. “While the right is remaking the world in its image,” he writes, “the left is standing in a circular firing squad.” Compellingly argued and incisively written, the book is a much-needed wake-up call for anyone who cares about reading, writing, and the publication of books—as well as the generations of young readers we are raising.

An alarming expose of the new challenges to literary freedom in the age of social media when anyone with an identity and an internet connection can be a censor.

How Moral Panic, Social Media, and the Culture Wars Are Remaking Publishing

That Book Is Dangerous!

Das Patriarchat ist kein Mythos. Bestsellerautorin Rebekka Endler macht sich in ihrem neuen Buch auf die Suche nach den Ursachen des Patriarchats und geht der Frage nach, welche misogynen Mythen bis heute unser Denken und Handeln bestimmen.&nbsp;&nbsp;Witches, Bitches, It-Girls
 &nbsp;ist eine anekdotische Spurensuche, die durch die lange Menschheitsgeschichte führt. Rebekka Endler blickt dabei in den Maschinenraum des Patriarchats, beschäftigt sich mit der Kanonisierung in der Kunst, mit der Epoche der Romantik, mit der sogenannten Normalität und mit feministischen Wellen, mit Cancel-Culture und Transfeindlichkeit – und fragt: Was bringt so viele Frauen heute noch dazu, von einem rettenden Märchenprinzen zu träumen? Warum werben sogenannte Tradwives für ein Leben als Hausfrau und Mutter? Was steckt hinter der Mommy-Blogger-Welle, und welche Funktion haben Frauenbilder wie Witches, Bitches und It-Girls?
 Humorvoll, schlagfertig und kämpferisch zeigt Rebekka Endler, wie wir alle das Patriarchat Tag für Tag am Laufen halten – und wie wir es dennoch verändern können, wenn wir das System dahinter verstehen und angreifen.«
 Rebekka Endler erzählt […] mit Ironie und Humor von den unhinterfragten Ungerechtigkeiten im Alltag zwischen Frau und Mann.»
 &nbsp;
 NDR KULTUR über&nbsp;
 Das Patriarchat der Dinge

Wie patriarchale Mythen uns bis heute prägen

Witches, Bitches, It-Girls

An authoritative textbook based on the legendary economics course taught at the University of Chicago—now fully updated and expanded Price theory is a powerful analytical tool kit for measuring, explaining, and predicting market outcomes. This expanded second edition of Chicago Price Theory offers a unique approach to the subject, emphasizing hands-on, practical applications that can help students adeptly integrate economic theory with real-world forces. A key distinction is its focus on market equilibrium and gains from trade. Unlike many microeconomics texts, this book emphasizes how, through markets, households and businesses adapt to conditions like price controls and externalities. It modernizes the Marshallian idea of forward-falling supply, especially for analyzing human capital, and makes use of the cost function and Hicks-Marshall laws to analyze a variety of economic phenomena. Rooted in Chicago’s price theory tradition, this textbook enables students to understand human behavior through the lens of price theory, showing how a small set of well-mastered tools makes it possible to analyze a remarkably wide range of economic questions. <ul><li>Now includes a full chapter closely integrating economic reasoning with the treatment-control paradigm</li><li>Covers topics such as occupational choice, the evolution of inequality, the value of a statistical life, prohibition, and competition</li><li>Uses the economics of “nudges” to understand business contracts and the organization of civil society</li><li>Features analysis of business-to-business transactions</li><li>Discusses the future implications of artificial intelligence</li><li>Comes with lesson plans for minicourses in industrial organization, health economics, macroeconomics, labor, public finance, and urban economics</li><li>Accompanied by video lectures taught by Kevin M. Murphy, Gary Becker, Casey B. Mulligan, and Robert Minton</li></ul>

Chicago Price Theory, Second Edition

Understand the key issues and trends impacting the travel industry in this practitioner-informed textbook for undergraduate and postgraduate tourism and hospitality students.

Theory, Trends and Practical Approaches

Contemporary Issues in Tourism and Hospitality

Eine längst überfällige Betrachtung rassistischen Denkens in Deutschland
 
 Die 
 renommierte Journalistin und Politikwissenschaftlerin Gilda Sahebi
 zeigt in ihrer 
 klaren Analyse
 : 
 Wir alle denken rassistisch
 . Mit Extremismus hat das nichts zu tun. Sondern es ist Konsequenz politischer und gesellschaftlicher Strukturen, die unser Denken und unser Handeln formen. Wo Mehrheits- und Minderheitsgesellschaften aufeinandertreffen, bilden sich fast 
 zwangsläufig rassistische Denkmuster und Strukturen
 – außer man steuert bewusst dagegen. In Deutschland tut man das nicht. Der Rassismus-Vorwurf: Er wird abgetan. Lieber empört man sich, als eine ernsthafte Debatte zu führen und tatsächliche Probleme zu lösen.
 
 Gilda Sahebi analysiert die Spezifika des deutschen Rassismus. Dafür blickt sie zurück bis ins 
 Deutsche Kaiserreich
 und verfolgt die 
 roten Fäden rassistischen Denkens
 , die sich von damals bis in die 
 Debatten unserer Gegenwart
 – etwa um die 
 Staatsbürgerschaft, den Nahostkonflikt oder Migration
 – ziehen. Sie zeigt, wie wir rassistische und spaltende Narrative stetig weitertragen, uns Rassismus immer wieder beibringen – und damit 
 die Demokratie gefährden
 .

Eine Analyse deutscher Debatten

Wie wir uns Rassismus beibringen

Bild und Recht - Studien zur Regulierung des Visuellen

Das Buch bietet wertvolle Impulse für den Umgang mit Rechtsfragen der digitalen Kultur. Soziale Medien als zentrale Orte der gesellschaftlichen Kommunikation gleichen durch Alltagsfotos, Nachrichtenbilder, Kurzvideos und weitere visuelle Ausdrucksformen "digitalen Bildwelten". Mit Erkenntnissen aus Soziologie und Medienwissenschaft werden die Auswirkungen dieser neuen visuellen Kommunikation ausgearbeitet. Auf dieser Grundlage werden Vorschläge zur Beantwortung von Rechtsfragen entwickelt - von Datenschutz über Influencer bis zu Deepfakes. Die Arbeit richtet sich an Wissenschaft, Rechtspraxis und alle, die digitale Kultur besser verstehen wollen. Der Autor forscht an der Schnittstelle von Rechtswissenschaft, Medien- und Kulturtheorie.

Das Buch bietet wertvolle Impulse für den Umgang mit Rechtsfragen der digitalen Kultur. Soziale Medien als zentrale Orte der gesellschaftlichen Kommunikation gleichen durch Alltagfotos, Nachrichtenbildern, Kurzvideos und weiteren visuellen Ausdrucksformen „digitalen Bildwelten“. Mit Erkenntnissen aus Soziologie und Medienwissenschaft werden die Auswirkungen dieser neuen visuellen Kommunikation ausgearbeitet. Auf dieser Grundlage werden Vorschläge zur Beantwortung von Rechtsfragen entwickelt – von Datenschutz über Influencer bis zu Deepfakes. Die Arbeit richtet sich an Wissenschaft, Rechtspraxis und alle, die digitale Kultur besser verstehen wollen. Der Autor forscht an der Schnittstelle von Rechtswissenschaft, Medien- und Kulturtheorie.

Interdisziplinäre Zugänge zum Recht im Lichte vernetzter Medien- und Bilderkommunikation

Rechtsdogmatik in digitalen Bildwelten

A thrillingly stylish and ambitious social novel about the downfall of a star architect by a provocative new voice in international fiction

May Our Joy Endure

A fascinating exploration of how to use the power of storytelling to create irresistible pitches, build passionate brand loyalty, motivate teams and lead with charisma. 'Will Storr is a genius' Rory Sutherland 'A captivating and enlightening read . . Will Storr is an unusually talented and insightful writer' Adam Grant 'Storr shares profound insights' Seth Godin 'Whip smart, insightful and ridiculously entertaining' Jimmy Carr 'Shows how storytelling is the key to success in business, politics and even personal relationships.' The Times ____________________________________________________ Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, A Story is a Deal argues that we won't unlock the true power of story if we treat it merely as something we read on a page, see on a screen or hear in a speech. Storr shows how successful stories shape identities, which changes beliefs, drives action and achieves extraordinary results. With examples ranging from Aztec rituals to Apple's legendary advertising successes (and long-forgotten fails), A Story is a Deal lays out a revolutionary new method for creating the most persuasive messaging: by harnessing the power of our storytelling brains. _____________________________________________________ 'Intensely original and powerfully practical' Jonah Berger 'A fascinating insight into the human mind' Levinson Wood 'A very clever book that makes the reader feel cleverer with every page' Daniel Finkelstein 'Powerfully persuasive and urgently practical' Bruce Daisley 'Will Storr has a unique ability to explain our social world in ways that would never otherwise occur' Jack Dee

How to use the science of story to motivate and persuade

A Story is a Deal

edition suhrkamp

Ein »Zuschauer*innen« in den Nachrichten, und das Internet kocht. Ein Verlag zieht zwei Winnetou-Bücher zurück, und die Angelegenheit weitet sich fast zu einer Staatsaffäre aus. Eine transgender Influencerin bewirbt eine Biermarke, Konservative starten einen Boykott, der Kurs des größten Brauereikonzerns der Welt bricht ein. Eine Kulturkampf-Episode jagt die nächste, und selbst Konflikte um so materielle Dinge wie Gasheizungen werden zunehmend emotionalisiert und identitätspolitisch aufgeladen. Natürlich sind an solchen Auseinandersetzungen immer zwei Seiten beteiligt. Radikalisierte Konservative bespielen sie jedoch besonders intensiv und auf eine besonders gefährliche Weise. 
 
 
 Natascha Strobl zeichnet die Geschichte der großen Verkulturkampfisierung nach. Sie analysiert, warum diese Strategie für konservative und rechte Parteien so attraktiv ist; außerdem präsentiert sie Ratschläge für den Umgang damit: Wann ist es sinnvoll, nicht über das Stöckchen zu springen? Und wann muss man widersprechen, damit menschenfeindliche Haltungen nicht Normalität werden?

Ein »Zuschauer*innen« in den Nachrichten, und das Internet kocht. Ein Verlag zieht zwei Winnetou-Bücher zurück, und die Angelegenheit weitet sich fast zu einer Staatsaffäre aus. Eine transgender Influencerin bewirbt eine Biermarke, Konservative starten einen Boykott, der Kurs des größten Brauereikonzerns der Welt bricht ein. Eine Kulturkampf-Episode jagt die nächste, und selbst Konflikte um so materielle Dinge wie Gasheizungen werden zunehmend emotionalisiert und identitätspolitisch aufgeladen. Natürlich sind an solchen Auseinandersetzungen immer zwei Seiten beteiligt. Radikalisierte Konservative bespielen sie jedoch besonders intensiv und auf eine besonders gefährliche Weise. Natascha Strobl zeichnet die Geschichte der großen Verkulturkampfisierung nach. Sie analysiert, warum diese Strategie für konservative und rechte Parteien so attraktiv ist; außerdem präsentiert sie Ratschläge für den Umgang damit: Wann ist es sinnvoll, nicht über das Stöckchen zu springen? Und wann muss man widersprechen, damit menschenfeindliche Haltungen nicht Normalität werden?

Ein Handbuch | Warum man nicht über jedes Stöckchen springen sollte

Kulturkampfkunst

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.&nbsp;
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.&nbsp;
 Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the 
 Journal of the Academy of Marketing Science 
 (JAMS) and 
 AMS Review
 .

Proceedings of the 2025 AMS Annual Conference, Montreal, Quebec, Canada, May 21-23

Going Back to the Roots of Marketing

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Global Perspectives on Social Media Influencers and Strategic Business Communication

Weitere Titel zum Thema