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Mathijs van der Kroft

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Personal profile

Research interests

Mathijs van der Kroft (1990) is a lecturer Online Marketing at NHTV Breda University of Applied Sciences, the Netherlands (, Marketing Manager at The Creative Lab (, and marketer for Cradle.  His main area of interest is online marketing, social media marketing and branded entertainment in particular in the video game & entertainment industry. He teaches marketing planning, online marketing, social media marketing and ethics to the International Media & Entertainment Management students and is responsible for the marketing activities such as branding and online positioning of The Creative Lab. In addition, he is also part of the marketing team for Cradle, assisting with offline and online marketing activities. Over the years, he has worked as an online marketer for various video game publishers such as Namco Bandai Games, Disney Interactive Studios, Bethesda and Capcom. He has worked on marketing campaigns for popular and critically acclaimed franchises such as Tekken, Soul Calibur, Street Fighter, Fallout, Disney Epic Mickey, Pac-Man, Resident Evil, Monster Hunter, Ridge Racer, Naruto, The Witcher, Ace Combat and Dragon Ball Z.

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Research Output 2017 2017

The dancer awakens (Hololens)

Klaassen, M., van der Kroft, MA., Haggis, M., Pereira Santos, CA., Wisniewski, S., Relouw, JJEA., van Buggenum, A., Janssen, R., van de Haterd, J., Koevoets, J., Drees, B., Liljenhjerte, M., Smits, G., Boonstra, I. & Davis, W., 5 Apr 2017

Research output: Non-textual formGame