Loading...
Publication
Como o in-game advertising altamente integrado é recebido pelo público gamer e qual o impacto disso na publicidade
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 635.16 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Partindo do conceito de in-game advertising, o uso de publicidade nos jogos, esta pesquisa analisa a relação do público gamer com o uso dos jogos digitais como media publicitária, com foco na publicidade altamente integrada. Esta assenta no pressuposto de que o in-game advertising pode ser utilizado como não apenas uma forma de publicidade, mas também como uma ferramenta de ampliação do conteúdo dos jogos digitais, criando uma experiência de gameplay mais imersiva para os jogadores. Com base em duas etapas de pesquisa, uma qualitativa, por meio de entrevistas, e uma quantitativa, através de um inquérito, concluiu-se que, com o uso adequado, o in-game advertising amplia o conteúdo do jogo de forma interessante para o público, expande o gameplay e pode, ainda, gerar uma nova fonte de receita para as desenvolvedoras de jogos digitais.
Starting with the in-game advertising concept, the application of advertising in games, this research analyzes the relation created between gamers and the use of digital games as an advertising media, with a focus on highly integrated advertising. This is based on the assumption that in-game advertising can be used not only as an advertising form but also as a tool that can amplify digital games content and create a more immersive gameplay experience. With two phases, a quantitative one based on online questionnaires and a qualitative one, based on interviews, it was concluded that, when applied the right way, in-game advertising can amplify the game content creating more interest from the gamers, expand the gameplay and even create a new source of income for the game studios.
Starting with the in-game advertising concept, the application of advertising in games, this research analyzes the relation created between gamers and the use of digital games as an advertising media, with a focus on highly integrated advertising. This is based on the assumption that in-game advertising can be used not only as an advertising form but also as a tool that can amplify digital games content and create a more immersive gameplay experience. With two phases, a quantitative one based on online questionnaires and a qualitative one, based on interviews, it was concluded that, when applied the right way, in-game advertising can amplify the game content creating more interest from the gamers, expand the gameplay and even create a new source of income for the game studios.
Description
Keywords
In-game advertising Jogos digitais Games Publicidade digital Product placement Publicidade altamente integrada imersão Co-criação Co-branding