A cultura dos videogames: uma análise de como a publicidade se incorpora no mercado de games

Abstract

This work aimed to map how videogame culture integrates into society and the market, how it connects to its consumer and how they respond to actions imposed on them, along with a conglomeration of some advertising strategies that are used within this media. Ethnographic research was carried out together with the collection of bibliographic data, which made it possible to observe the use of pop culture within video games, the interactions of fans and communities and their importance in the market, the forms of sale that are used inside and outside the games, competitive modalities within this medium, which end up generating new market possibilities, as well as media convergence and endorsement are used to attract consumers. At the end of this study, it is shown that the games market has innovative and effective ways of attracting consumers, as well as creating communities that are impactful for society both culturally and commercially. [resumo fornecido pelo autor]