Percepción de 'gamers' universitarios de la UPC sobre el 'in-game advertising' de Adidas en el videojuego 'FIFA20'

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-07-15 DOI:10.33732/IXC/11/02PERCEP

Renzo Rodríguez-Ramírez, F. Arbaiza, E. Yalán

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引用次数: 1

Abstract

In-game advertising or IGA is a type of product placement within a video game in a textual, auditory, visual and interactive way, used for decades and that, with the digital transformation and changes in consumption, has gained much prominence. Its use is allowing playful media platforms, which previously had no place in media convergence, to now be used for advertising purposes. This formula is allowing brands to effectively impact countless times on a large set of players through different streaming services. This high scope is complemented by a consistent construction of values, experiences, lifestyles and identities through the interaction with the product through the video game narrative. An example of this is the growing popularity of e-sports in Peruvian universities, which through FIFA20 tournaments, has facilitated a high level of scope of the brands present in the video game among young university students. This research has sought to discover how the in-game advertising of the Adidas brand in FIFA20 —one of the most popular games in Peru according to the latest GFK research— is perceived by university gamers.

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UPC大学“玩家”对阿迪达斯在电子游戏“FIFA20”中的“游戏内广告”的看法

游戏内置广告(游戏邦注:IGA)是一种在电子游戏中以文字、听觉、视觉和互动的方式植入的产品，使用了几十年，随着数字转型和消费的变化，它变得越来越突出。它的使用使得以前在媒体融合中没有地位的娱乐媒体平台，现在被用于广告目的。这个公式允许品牌通过不同的流媒体服务对大量玩家进行无数次有效的影响。这种高范围是通过电子游戏叙事与产品的互动来补充价值、体验、生活方式和身份的一致构建。这方面的一个例子是电子竞技在秘鲁的大学中越来越受欢迎，通过国际足联20年锦标赛，促进了电子游戏品牌在年轻大学生中的高水平范围。这项研究旨在发现阿迪达斯品牌在FIFA20(根据最新的GFK研究，FIFA20是秘鲁最受欢迎的比赛之一)中的游戏内广告是如何被大学玩家感知的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.