Bibliographic citations
Hurtado, G., (2024). Lujo en la Batalla: Explorando la Publicidad In-Game Advertising y Advergaming de Balenciaga en el Mundo de Fortnite [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/684301
Hurtado, G., Lujo en la Batalla: Explorando la Publicidad In-Game Advertising y Advergaming de Balenciaga en el Mundo de Fortnite [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/684301
@misc{renati/1986170,
title = "Lujo en la Batalla: Explorando la Publicidad In-Game Advertising y Advergaming de Balenciaga en el Mundo de Fortnite",
author = "Hurtado Rodríguez, Gaby Valeria",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This study examines the innovative collaboration between Balenciaga and Fortnite, two giants in their respective fields, to explore the dynamics of in-game advertising, specifically in-game advertising and advergaming. With a particular focus on the Peruvian gaming community, the research aims to understand how this audience perceives the integration of a luxury brand in a competitive virtual environment. Using a qualitative methodology employing in-depth interviews with gamers selected for their engagement and experience with Fortnite, this study reveals a generally positive perception of collaboration, highlighting the acceptance of innovative advertising practices within virtual gaming spaces and their potential to enrich the gaming experience. However, it also underscores the importance of maintaining a balance between brand integration and preserving the authenticity of the gaming environment. Preliminary findings suggest that in-game advertising strategies, such as the one undertaken by Balenciaga, can be effective if executed in a way that respects and enhances the gaming culture.
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