Citas bibligráficas
Vega, J., (2024). Percepciones sobre el In-game advertising de tiendas de conveniencia en videojuegos de disparos [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673386
Vega, J., Percepciones sobre el In-game advertising de tiendas de conveniencia en videojuegos de disparos [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673386
@misc{sunedu/4394716,
title = "Percepciones sobre el In-game advertising de tiendas de conveniencia en videojuegos de disparos",
author = "Vega Gamero, Joseph Alonso",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
As the gaming industry has grown, brands have found an opportunity to integrate their advertising into video games, giving way to new communication techniques such as in-game advertising (IGA). In Peru, some of the most common ways in which brands relate to the industry are tournaments and sponsorships. However, Tambo, an important chain of convenience stores in the market, entered Counter Strike: Global Offensive (CS:GO), one of the most popular video games in the world, with a map inspired by its stores, becoming one of the first cases of in-game advertising in the country. The present research aims to analyze the perception of advertising professionals on the use of in-game advertising by convenience stores in shooter games. The interest in this group is based on the fact that the existing literature focuses on gamers and it is convenient to know the point of view of those who have experience in the advertising industry. For this purpose, a qualitative approach methodology with a case study design was used to collect the perceptions of publicists, with experience in branding and gaming actions, about the Tambo action in CS:GO through intensive interviews. The results indicate that, despite the possible negative association of a shooter game with a brand, it is offline familiarity (proximity and contiguity) that favors online brand retention, as long as the brand has an interactive dimension that is just as nearby and contiguous.
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