Videogame não é só entretenimento estratégias de in-game advertising no jogo Fortnite
Carregando...
Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Padula, Giovanna Soares
Orientador
Mitraud, Francisco Silva
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
Este trabalho busca analisar qual a percepção dos jogadores em relação a publicidade inserida nos jogos de videogame. Iniciamos com uma fundamentação teórica sobre o conceito do que é jogo através dos estudos de Johan Huizinga (2007). Aprendemos com Mello e Mastrocola (2016) que os games são elementos culturais e midiáticos. Como ele é utilizado no âmbito educacional, sendo uma ótima ferramenta no processo de ensino e aprendizagem. Com Michael Solomon (2016)vimos s subcultura gamer, onde jogadores digitais vivem em comunidade, compartilham conhecimentos, conteúdos, criam laços afetivos. Falamos sobre o marketing digital conforme a visão da autora Martha Gabriel. Apresentamos conteúdos com o in-game advertisinge advergame. Elaboramos uma pesquisa quantitativa para avaliar o envolvimento do jogador com a publicidade inserida nos jogos. No final com nosso projeto pronto, conseguimos perceber que a publicidade nos jogos de videogame é visualizada, aceita, recomendada e grande meio de comunicação para produtos e serviços.
This work seeks to analyze the perception of players in relation to advertising inserted in video games. We start with a theoretical foundation on the concept of what a game is through the studies of Johan Huizinga (2007). We learned from Mello and Mastrocola (2016) that games are cultural and media elements. As it is used in the educational field, being a great tool in the teaching and learning process. With Michael Solomon (2016) we saw the gamer subculture, where digital players live in community, share knowledge, content, create affective bonds. We talk about digital marketing according to the vision of author Martha Gabriel. We present content with in-game advertising and advergame. We designed a quantitative survey to assess player engagement with advertising inserted in games. In the end with our project ready, we were able to realize that advertising in video games is viewed, accepted, recommended and a great means of communication for products and services.
This work seeks to analyze the perception of players in relation to advertising inserted in video games. We start with a theoretical foundation on the concept of what a game is through the studies of Johan Huizinga (2007). We learned from Mello and Mastrocola (2016) that games are cultural and media elements. As it is used in the educational field, being a great tool in the teaching and learning process. With Michael Solomon (2016) we saw the gamer subculture, where digital players live in community, share knowledge, content, create affective bonds. We talk about digital marketing according to the vision of author Martha Gabriel. We present content with in-game advertising and advergame. We designed a quantitative survey to assess player engagement with advertising inserted in games. In the end with our project ready, we were able to realize that advertising in video games is viewed, accepted, recommended and a great means of communication for products and services.
Descrição
Palavras-chave
publicidade , videogame , jogos , marketing digital , publicity , video game , games , digital marketing