Jogos eletrônicos como estratégia de comunicação: efeitos da congruência do in-game advertising

Abstract

This research proposes to map and analyze a specific model of advertising in video games and the impact of this strategy on the behavior of players. Among the existing classifications, we will be working with the “in-game advertising” - corresponding to the insertion of a product or brand in a game developed by a producer without direct links to advertisers. The level of connection between advertising and the game context (congruency) can cause different effects in user memory, influencing their affinity with the brand, purchase intention, among other elements. Peirce’s pragmaticism and it’s methodological tools will guide this work, supported by authors such as Huizinga, Santaella, Jenkins, Edery, Mollick and others. In order to test the effectiveness of ingame advertising it was conducted a qualitative research with a group of enthusiastic players to assess the possible effects of consistent advertising in cyberspace of a video game. The FIFA World Cup Brazil 2014 game, developed by Electronic Arts, was chosen for this purpose because it contains in-game advertising and advertising congruent with the game context. In short, with this work we aim to understand the communication effectiveness of advertising congruent with the context of a video game, assessing the perspective of the consumers.