Keywords

eGames, eSports, advergame, branded content, strategies, advertising, Spanish gamer, Korean gamer

Abstract

The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of approaching and adapting to the world of eGames. In this report, we analyze which the most effective advertising strategies for brands in the online video game world are. To do this, the players (eGamers) answered a 60 question survey that addressed issues such as playful habits, the viewing of advertisements in games, the purchase of advertised items and advertising in competitions. Korean and Spanish players answered the same questionnaire considering that South Korea has the most advanced video game industry in the world and Spain is the fourth European country in eGames and our subject of study. After the investigation, some of the most relevant results indicate that conventional online advertising does not attract the attention of gamers as consumers. We determined that the best strategy would be based on brand presence through products that are prescribed or used by professional gamers, since spectators, as they watch the games, also observe what elements and accessories the players use.

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Technical information

Received: 21-05-2018

Revised: 04-07-2018

Accepted: 01-08-2018

OnlineFirst: 15-11-2018

Publication date: 01-01-2019

Article revision time: 44 days | Average time revision issue 58: 41 days

Article acceptance time: 72 days | Average time of acceptance issue 58: 74 days

Preprint editing time: 180 days | Average editing time preprint issue 58: 182 days

Article editing time: 225 days | Average editing time issue 58: 227 days

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Fanjul-Peyró, C., González-Oñate, C., & Peña-Hernández, P. (2019). eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea. [La influencia de los jugadores de videojuegos online en las estrategias publicitarias de las marcas. Comparativa entre España y Corea]. Comunicar, 58, 105-114. https://doi.org/10.3916/C58-2019-10

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