Uncovering Sport Game Covers - the Consumption of Video Game Packages

Unlike traditional package research, this paper’s analytical framework regards consumption in general and packaging in particular as part of a broader cultural system of visual consump-tion. This paper explores the intersection of package design, video games and consumption—the notion of boxart—by applying two analytical frameworks, visual analysis and consumer interviews. The study focus on sport game covers, revealing three major conceptual themes in package design, ‘the hero myth’, ‘the lens’ and ‘virtual and real’. These three themes make reference to common notions in visual and video game consumption frameworks.


Sven Bergvall and Mikolaj Dymek (2005) ,"Uncovering Sport Game Covers - the Consumption of Video Game Packages", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 310-316.


Sven Bergvall, Royal Institute of Technology - KTH
Mikolaj Dymek, Royal Institute of Technology - KTH


E - European Advances in Consumer Research Volume 7 | 2005

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