PREVIEW

... manufacturers had been skeptical of video games and even looked down on their influence. Some believed that licensing their brand to a video game would "cheapen" it. But now, they were paying the price—especially after seeing their competitors gain greater brand recognition through partnerships with video games. These companies could no longer sit back.

To demonstrate their sincerity, some of those once-dismissive automakers offered extremely generous licensing fees, hoping to gain the ...

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