Synopsis Gaming, which initially started as something to entertain children in shopping malls, has today emerged as a huge industry. Its meteoric rise, from being a mere plaything for children to a passion for adults, has catapulted the gaming industry far ahead of the movie industry, in terms of revenue and international popularity. It is a marketer s dream in that it creates loyal supporters who are a readymade segment for marketers who merchandize the game s characters or promote their brand through a licensing arrangement with its owners. A host of marketers including moviemakers and sports associations have entered the fray vying with one another for a piece of gaming action. The gaming industry in India, though at a nascent stage, is set to take off. According to NASSCOM, it is set to grow in size from $30 million in 2005 to an estimated $300 million in 2009. This book proposes to look at the rise of the gaming industry and its various business models that involve merchandising and licensing. It examines the effectiveness of gaming as a marketing medium through advergaming and in-game placement. It discusses software and hardware (console) designs and examines issues like licensing versus developing. The book also looks at how manufacturers of mobile phones and PCs use games as a feature to add to their branding. It further examines the rise of Massive Multiplayer Online Games (MMOGs).