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Moore J: Sponsor Magnet

Sponsor Magnet

How to Attract, Price, & Execute Your Dream Brand Partnerships

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

In a world increasingly driven by technology, the advent of AI-generated influencers is rewriting the rules of social media engagement and digital marketing. In "AI Influencers as Game Changers in the Social Media Landscape," John D. Norse explores the emergence of these artificial personalities and their profound impact on brand strategies and audience interaction.

This book delves into the cutting-edge technologies behind AI influencers, examining the evolution of machine learning, deepfakes, and natural language processing that make these digital personas possible. With a keen eye on current trends, Norse analyzes how AI-generated influencers are shifting the balance of power in the influencer economy, offering brands new opportunities for personalized engagement and global reach.

But as this transformative technology gains traction, it also presents unique challenges. What does it mean for authenticity and trust in a world where digital faces can be as influential as human ones? How should brands and marketers navigate the ethical considerations that come with deploying AI personas?

Through a comprehensive overview of key case studies, industry insights, and ethical debates, "AI Influencers as Game Changers in the Social Media Landscape" provides readers with a nuanced understanding of this rapidly evolving phenomenon and its implications for the future of social media and digital influence.

A must-read for marketers, technologists, and anyone curious about the future of online engagement, this book offers a roadmap for harnessing the potential of AI-generated influencers while maintaining the integrity of digital interaction.

Technologies, trends, and challenges in leveraging AI-generated influencers

AI Influencers as Game Changers in the Social Media Landscape

 Anonymous

Der Einfluss von Influencern in der Kosmetikbranche. Eine Analyse in der Zielgruppe Frauen im Alter von 16 bis 25 Jahren

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.1, Hochschule für Technik, Wirtschaft und Kultur Leipzig, Sprache: Deutsch, Abstract: Die Bachelorarbeit untersucht die Implementierung von Influencer-Kooperationen auf der Live-Streaming-Plattform Twitch. Das Ziel der Thesis ist die Analyse der Besonderheiten, denen nicht-endemische Unternehmen bei der Anwendung von Influencer-Marketing auf Twitch gegenüberstehen. Dafür wurden die theoretischen Erkenntnisse durch die qualitative Methode der Experteninterviews ergänzt und innerhalb eines Handlungsleitfadens für Unternehmen zusammengefasst. 

Die aus den Ergebnissen formulierten Handlungsempfehlungen bieten im Rahmen der Arbeit eine Übersicht und Grundlage zu den spezifischen Charakteristika der Plattform und entsprechenden Maßnahmen, die nicht-endemische Unternehmen für erfolgsversprechende Kampagnen berücksichtigen sollten. Bei der Untersuchung konnte festgestellt werden, dass sich nicht-endemische Unternehmen auf der Plattform nicht nativ positionieren können und aus diesem Grund vor der Herausforderung stehen, sich im Netzwerk und der Zielgruppe eine Daseinsberechtigung schaffen zu müssen. Allerdings können Unternehmen gleichzeitig von der starken Verbindung zwischen Streamern und Zuschauern profitieren, sodass Twitch durch die zahlreichen Interaktionsmöglichkeiten und die Dynamik des Live-Contents eine attraktive Plattform für Influencer-Marketing darstellt.


Handlungsempfehlungen für erfolgreiche Markenkommunikation nicht-endemischer Unternehmen

Influencer-Marketing auf der Live-Streaming-Plattform Twitch

Zum Werk Anwaltschaft, Rechtsabteilungen in Unternehmen sowie Gerichte sind zunehmend mit der rechtlichen Beurteilung von Sachverhalten im Zusammenhang mit sozialen Netzwerken befasst. Dabei geht es nicht nur um Influencer-Marketing, sondern um eine Vielzahl weiterer Rechtsfragen rund um den Betrieb von sozialen Netzwerken und die Handlungen der Nutzerinnen und Nutzer, wie etwa das Erstellen, Liken und Kommentieren von Posts. Bei dem Social-Media-Recht handelt es sich um eine Querschnittmaterie, die neben Fragen des Urheber-, Persönlichkeits-, Telemedien-, Datenschutz- und Lauterkeitsrechts auch das Sozial-, Steuer- und Arbeitsrecht betrifft. Dargestellt wird in diesem Zusammenhang auch die Haftung von Nutzerinnen und Nutzern sowie der Plattformen. Praktische Relevanz hat zudem die Regulierung der Plattformen, etwa durch den Digital Services Act (DSA), den Digital Markets Act (DMA), die Verordnung zur Förderung von Fairness und Transparenz für gewerbliche Nutzer von Online-Vermittlungsdiensten (P2B-VO) und den Medienstaatsvertrag (MStV). Das Rechtshandbuch stellt die rechtlichen Themen für die Praxis systematisch und umfassend dar und bietet auch Lösungsansätze für bisher noch nicht höchstrichterlich entschiedene Fragestellungen. Vorteile auf einen Blick<ul><li>Querschnittsmaterie systematisch dargestellt</li><li>praxisorientierte Erläuterungen</li><li>Lösungsansätze für bisher nicht gerichtlich entschiedene Fragen</li></ul> Zur Neuauflage Die Neuauflage befindet sich auf dem aktuellen Stand von Gesetzgebung und Rechtsprechung. Neue Entwicklungen, wie insbesondere der Einsatz von Künstlicher Intelligenz sind ebenfalls berücksichtigt. Zudem wurde das Werk um Kapitel zur Künstlersozialversicherung sowie zum Steuer- und Arbeitsrecht erweitert. Zielgruppe Für Anwaltschaft, Rechtsabteilungen in Unternehmen und Gerichte.

Handbuch Social-Media-Recht

The gripping corporate saga of Twitter's titans and their journey towards power, innovation, and controversy.

The gripping corporate saga of Twitter's titans and their journey towards power, innovation, and controversy.

Jack Dorsey, Elon Musk and the $44 Billion Fight for Twitter's Soul

Battle for the Bird

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

Mastering Fashion Management

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

Fashion Marketing and Communications draws together interdisciplinary approaches from marketing, branding, promotion and critical media studies. It provides a comprehensive and honest understanding of the commercial and ethical impact marketing has on the fashion industry.

Theory and Practice Across the Fashion Industry

Fashion Marketing and Communications

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

Studienarbeit aus dem Jahr 2024 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, , Veranstaltung: Marketing Projekt, Sprache: Deutsch, Abstract: Die ursprüngliche Idee des Craft Carts stammt von der sogenannten Mass Customization ab. 
Mass Customization ist eine Produktions- und Marketingstrategie, die es Unternehmen ermöglicht, personalisierte Produkte und Dienstleistungen in großen Stückzahlen herzustellen. Diese Strategie kombiniert die Vorteile der Massenproduktion (hinsichtlich Kosteneffizienz und Skalierbarkeit) mit der Möglichkeit, individuelle Kundenwünsche zu berücksichtigen. Immer mehr Menschen sind darauf bedacht, individuelle Produkte zu erwerben, die genau ihren Vorstellungen entsprechen. Auf verschiedenen Events werden Produkte und Dienstleistungen bereits in Form von minimierter Mass Customization angeboten. So können Menschen beispielsweise für Hochzeiten oder Messen Tattoo-Artists buchen, die eine Auswahl an Motiven mitbringen und die Gäste vor Ort tätowieren, auch ist der Einsatz von Fotoboxen denkbar. 

Kernthema des Projekts ist die Entwicklung eines Businessplans für die Geschäftsidee des „Craft Carts“. Das Craft Cart vereint das Konzept der kundenindividuellen Massenfertigung von Kleidung oder ähnliches wie es Online-Anbieter wie Spreadshirt anbieten mit der kundennahen Produktion. Das Craft Cart kann für verschiedenste Events gebucht werden, wobei vor Ort (just in time) vorgefertigte Designs ausgewählt und auf Kleidung oder ähnlichem gedruckt werden kann. 
Um festzustellen, ob ein Bedarf am Markt besteht, wurde eine Online-Umfrage durchgeführt. Diese beinhaltete auch die Preisbereitschaft der Zielgruppe und welche Medien am effektivsten für die Kommunikation genutzt werden sollten. Die Wahl fiel auf eine Online-Befragung, um möglichst schnell eine große und diverse Gruppe von Menschen unterschiedlicher Altersklassen zu erreichen. Die Umfrage wurde mit dem Tool Microsoft Forms durchgeführt. 

Auf dieser Grundlage wurde das Konzept beziehungsweise der Businessplan detaillierter ausgearbeitet. Nachdem die Zielgruppe festgelegt war, wurde die Produktidee weiter verfeinert. Anschließend wurden die Preise erarbeitet. Danach wurden die Kommunikations- und Distributionsstrategien entwickelt. Im Rahmen der Kommunikationsstrategie wurde auch die Ergebnismessung berücksichtigt. Nach Erstellung des Marketingmixes folgte die Analyse der Projektressourcen und die Kostenplanung, die in Investitionskosten und laufende Kosten unterteilt wurde. Dabei wurden auch die notwendigen Einsatzmittel bestimmt.

Projektbericht

Zielgruppenanalyse und Businessplan für ein personalisiertes Event-Marketing-Konzept

**THE INSTANT NUMBER 1 SUNDAY TIMES BESTSELLER** What's stopping you from achieving the success you've always wanted? From growing up in a South London council estate to selling his first business for many millions before he was 30, Timo Armoo didn't dream of success, he made it happen. Being extraordinary, he proves, really is possible no matter where you start. In What's Stopping You?, Timo shares the real secrets to overcoming fear, self-doubt, and negative thinking. Forget motivational fluff. This is a practical, step-by-step manual for getting yourself to finally do the things you've always wanted to do. Inside, you'll learn how to: - Change the story you tell yourself - Build a network from scratch - Harness fear as fuel - Manage your internal scorecard Through 11 powerful mindset hacks, which Timo calls cheatcodes for success, he shows you how to unlock your potential, rewire your mindset, and discover the independence, wealth and freedom of your dreams.

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers’ response to active engagement in such communities.Building on the very successful original publication, this thoroughly revised second edition includes&nbsp;two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy,&nbsp;providing an important resource for scholars, students and practitioners.Wilson Ozuem
 &nbsp;is a Professor of Digital Marketing and Innovation at the University for the Creative Arts, UK. His primary expertise lies in digital marketing and fashion marketing, with a specific research focus on understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is recognised as a leading international scholar in digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology &amp; People, Psychology &amp; Marketing, Journal of Advertising Research, Internet Research, and many others.
 Michelle Willis,
 PhD, is a digital marketing lecturer at London Metropolitan University, UK. Her doctoral research focuses on customer loyalty and engagement within online brand communities. Her work examines emerging technologies, particularly the intersection of social networking sites and the development of marketing programmes, as well as online service failure and recovery strategies within the context of the millennial consumer generation. She has published numerous articles in journals such as Psychology &amp; Marketing, Information Technology &amp; People, and Internet Research. Her research has been presented at international conferences, including those organised by the American Marketing Association and the European Marketing Academy.

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers’ response to active engagement in such communities.Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Models and Approaches for Online Brand Communities

Digital Marketing Strategies for Value Co-Creation

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