ESSEC study reveals strong link between gaming and playing real sports
19/07/2010

Thierry Lardinoit, Professor of Marketing at ESSEC, is the author of a study that has found that playing sports videogames can increase participation in real sports, especially among young men and boys.



19/07/2010

ESSEC study reveals strong link between gaming and playing real sports

According to the study, 38 per cent of boys under the age of 21 who play sports games on “active" game consoles practice their favourite virtual sport in real life, while 75 per cent of gamers participate in some kind of real sport.

“Videogames are frequently demonised. We now know that these fears are unfounded,” said Thierry Lardinoit, adding later that whilst watching television is indeed detrimental to regular physical activity, this is not that case with videogames.

Discussion of the research in the magazine EDGE
Commentary on the research in The Independent ‘Business Diary’

About Thierry Lardinoit
Associate Professor, Marketing Department
European Sport Marketing Chair, Co-Founder and Director
Research Focus:sectors: Sports Marketing + FMCG
Consumer behavior: Persuasion and memorization in distracting situations. Moderating effects of involvement and emotional intensity.

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