Hype Vídeos: estratégias audiovisuais e a construção de comunidades nos E-sports

Abstract

This research aims to analyze the campaigns carried out by Riot Games, creator of the game League Of Legends, addressing the understanding of the concept of audiovisual production in Hype Videos, and the participation of fans as active producers in conjunction with the brand, as conceptualized by authors such as Hamari (2017), Jenkins (2009), Martins and Souza (2012), Fish (2021), Lins (2016), among others. Initially, we go through a historical outline of the emergence of information technologies and their development, culminating in the creation of games and electronic sports later. Beyond this outline, we explore concepts of audiovisual production in the present day, understanding what Hype Videos are, how audiovisual production is linked to E-sports, and how communities behave on social networks, becoming not only consumers but also producers of the universe they consume. We conclude with a content analysis of three videos from the "CBLOL DIFF", two videos released in 2023, and "O CBLOL E A CBLOL", one video produced in 2024, campaigns, produced by Riot Games, in order to verify the references presented in the video, seeking to understand what makes them so attractive and impactful for the communities that consume them.