Conectando-se ao consumidor de jogos da nova geração através da publicidade in game - caso Fortnite

Abstract

This work had the purpose of research to discover how the games of the new generation of video games connect to the consumer, through a case study of the game Fortnite. To achieve this goal, bibliographic research was used as a method of data collection, where it was possible to see the performance of various advertising styles within games, as well as the evolution of games, consumer behavior, convergence culture, and on Fortnite. In-depth interviews were conducted, followed by an analysis of the results. At the end of this study, it is proven that there are effective ways of attracting the consumer of games responsibly and ensuring that their in-game advertising is adequate, thus establishing loyalty to the game. [resumo fornecido pelo autor]