Ключевые слова
eGames, eSports, advergame, branded content, strategies, advertising, Spanish gamer, Korean gamer
Резюме
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.
Ссылки
Link DOI | Link Google Scholar
Cavusgil, S.T., Knight, G., & Riesenberger, J. (2017). International business. The new realities. Boston: Pearson.
Link DOI | Link Google Scholar
Link DOI | Link Google Scholar
Link DOI | Link Google Scholar
DEV (2016). Libro Blanco del desarrollo español de videojuegos 2016. Asociación española de empresas productoras y desarrolladoras de videojuegos y software de entretenimiento. https://bit.ly/2mWmLaG
Link DOI | Link Google Scholar
Gutiérrez, R. (2017). ESL y Facebook se alían para emitir eSports en directo. The Gamer eSports. Azarplus, 1, 1. https://bit.ly/2r8PVXv
Hernández, R., Fernández, C., & Baptista, L. (2013). Metodología de la investigación. México: McGraw-Hill.
Link DOI | Link Google Scholar
León, A. (2017). Documentales de eSports que tienes que ver. Redbull. https://win.gs/2w6sXkA
Márquez, R. (2017). Las universidades americanas ya ofrecen becas deportivas a jugadores. eSports. Xataka Esports, 1, 1. https://bit.ly/2wjej93
Martín, E. (2010). Videojuegos y publicidad. Cómo alcanzar a las audiencias que escapan de los medios tradicionales. Telos, 82, 78-87. https://bit.ly/2PsGqvc
Link DOI | Link Google Scholar
Newzoo (2016a). Global Games Market Report. Newzoo, empresa de datos e inteligencia de mercado de videojuegos, dispositivos móviles y deportes electrónicos. https://bit.ly/2w4gptY
Newzoo (2016b). Game revenues of top 25 public companies up 14% in 2015. Newzoo, empresa de datos e inteligencia de mercado de videojuegos, dispositivos móviles y deportes electrónicos. https://bit.ly/2w86nIC
Newzoo (2017). Global Esports Market Report. Newzoo, empresa de datos e inteligencia de mercado de videojuegos, dispositivos móviles y deportes electrónicos. https://bit.ly/2o3bjtT
Osorio, V.M. (2016). ¿Cuál es la realidad de los eSports en el mundo y en España? Expansión.com. https://bit.ly/2BFLbim
Link DOI | Link Google Scholar
Link DOI | Link Google Scholar
Rodríguez, J.A. (2016). Blizzard y Facebook unen fuerzas. IGN España. https://bit.ly/2P2JJsb
Sánchez, V.S. (2017). Ariana Grande ficha por ‘Final Fantasy’. El Periódico. https://bit.ly/2MNFnHU
Scalvinoni, L.O. (2012). Social gaming ¿Un fenómeno de moda o revolución marketiniana? PuroMarketing. https://bit.ly/2MLLvAp
Link DOI | Link Google Scholar
Selva, D. (2009). El videojuego como herramienta de comunicación publicitaria: una aproximación al concepto de ‘advergaming’. Comunicación, 7(1), 141-166. https://bit.ly/1kYfrBn
Selva-Ruiz, D., & Caro-Castaño, L. (2016). Use of data in advertising creativity: The case of Google’s Art, Copy & Code. [Uso de datos en la creatividad publicitaria: El caso de Art, Copy & Code de Google]. El Profesional de la Información, 25, 4, 642-651
Sempere, P. (2016). La publicidad, a la conquista definitiva de los eSports. Cinco Días. https://bit.ly/2MJhqRW
Valderas, M. (2016). Blizzard lanza un documental centrado en los eSports universitarios. El Desmarque. https://bit.ly/2w82bbT
Link DOI | Link Google Scholar
Vivian, J. (2017). The media of mass communication. Boston, MA: Pearson Education Inc.
Yuste, A.G. (2016). eSports: Documentales sobre eSports. Marca.com. https://bit.ly/2wkTeLy
Crossmark
Техническая спецификация
Получила: 21-05-2018
пересмотренный: 04-07-2018
Принятый: 01-08-2018
OnlineFirst: 15-11-2018
Дата публикации: 01-01-2019
Время пересмотра статьи: 44 дней | Среднее время пересмотра вопроса 58: 41 дней
Время принятия статьи: 72 дней | Время приема Номер 58: 74 дней
Время редактирования препринта: 180 дней | Выпуск препринта среднего времени редактирования 58: 182 дней
Время редактирования статьи: 225 дней | Среднее время редактирования журнала 58: 227 дней
метрика
Метрики этой статьи
Просмотров: 45590
Ознакомление с аннотациями: 32108
загрузки PDF-файлов: 13482
Полные метрики 58
Просмотров: 350611
Ознакомление с аннотациями: 275586
загрузки PDF-файлов: 75025
Цитируется
Цитаты в Web of Science
Carrillo Vera, Jose Agustin; Aguado Terron, Juan Miguel; . The eSports ecosystem: Stakeholders and trends in a new show business CATALAN JOURNAL OF COMMUNICATION & CULTURAL STUDIES, 2019.
https://doi.org/10.1386/cjcs.11.1.3_1
Bascon-Seda, Antonio; Rodriguez-Sanchez, Augusto R.; . Esports and science: Tuning into the phenomenon of electronic sports CULTURA CIENCIA Y DEPORTE, 2020.
Postigo Fuentes, Ana Yara; Fernandez Navas, Manuel; . ESPORT PLAYERS PERCEPTION ABOUT THER FOREIGN LANGUAGE LEARNING AULA DE ENCUENTRO, 2020.
Nino Gonzalez, Jose Ignacio; Cuesta Cambra, Ubaldo; Martinez Martinez, Luz; . IN-GAME ADVERTISING (IGS): AND EXPLARATORY ANDALYSUIS OF PERSONALITY PATTERNS AND BIOMETRIC RESPOIONSE USING FACIAL EXPRESSIN, GSRT AND EYE-TRACKING PRISMA SOCIAL, 2019.
Postigo Fuentes, Ana Yara; Fernandez Navas, Manuel; . Factors Influencing Foreign Language Learning in eSports. A Case Study QUALITATIVE RESEARCH IN EDUCATION, 2020.
https://doi.org/10.17583/qre.2020.4997
Flegr, S and Schmidt, SL. Strategic management in eSports - a systematic review of the literature SPORT MANAGEMENT REVIEW, 2022.
https://doi.org/10.1080/14413523.2021.1974222
Giakoni, F; Lopez, M; (...); Minguez, J. An implicit research methodology to evaluate advertising effectiveness in Esports streaming based on viewers' gaze, cognitive and emotional responses SPORT TK-REVISTA EUROAMERICANA DE CIENCIAS DEL DEPORTE, 2022.
Sanahuja-Peris, G; Camacho, MM and Balado-Albiol, MC. THE CONSOLIDATION OF E-SPORTS IN PANDEMIC, AN OPPORTUNITY FOR BRANDS PRISMA SOCIAL, 2021.
Rodriguez-Ramirez, R; Arbaiza, F and Yalan, E. PERCEPTION OF UPC UNIVERSITY GAMERS ON THE ADIDAS IN-GAME ADVERTISING IN THE 'FIFA20' VIDEOGAME INDEX COMUNICACION, 2021.
Цитаты в Scopus
Bascón-Seda, A., Rodríguez-Sánchez, A.R. . Esports and science: Tuning into the phenomenon of electronic sports | [Esports y ciencia: Sintonizando con el fenómeno de los deportes electrónicos]), Cultura, Ciencia y Deporte, .
https://doi.org/10.12800/ccd.v15i45.1512
Fuentes, A.Y.P., Navas, M.F. . Factors influencing foreign language learning in esports. A case study | [Factores que influyen el aprendizaje de lengua extranjera en los esports. Un estudio de caso]), Qualitative Research in Education, .
https://doi.org/10.17583/qre.2020.4997
Sanahuja-Peris, G., Camacho, M.M., Balado-Albiol, M.-C.. El afianzamiento de los e-sports en pandemia, una oportunidad para las marcas), Prisma Social, .
Rodríguez-Ramírez, R., Arbaiza, F., Yalán, E.. Perception of upc university gamers on the adidas in-game advertising in the ‘fifa20’ videogame ), Index.comunicacion, .
https://doi.org/10.33732/ixc/11/02Percep
Flegr, S., Schmidt, S.L.. Strategic management in eSports–a systematic review of the literature), Sport Management Review, .
https://doi.org/10.1080/14413523.2021.1974222
Vera, J.A.C., Terrón, J.M.A.. The esports ecosystem: Stakeholders, trends in a new show business), Catalan Journal of Communication and Cultural Studies, .
https://doi.org/10.1386/cjcs.11.1.3_1
González, J.I.N., Cambra, U.C., Martínez, L.M. . In-game advertising (IGA): An exploratory analysis of personality patterns and biometric response using facial expression, GSR and eye-tracking | [PUBLICIDAD IN-GAME (IGA): UN ANÁLISIS EXPLORATORIO DE PATRONES DE PERSONALIDAD Y DE RESPUESTA BIOMÉTRICA MEDIANTE EXPRESIÓN FACIAL, GSR Y EYE-TRACKING]), Prisma Social, .
Цитаты в Google Scholar
Vera, C., Agustín, J., & Aguado Terrón, J. M. (2019). The eSports ecosystem: Stakeholders and trends in a new show business. Catalan Journal of Communication & Cultural Studies, 11(1), 3-22.
https://www.ingentaconnect.com/content/intellect/cjcs/2019/00000011/00000001/art00001
González, J. I. N., Cambra, U. C., & Martínez, L. M. (2019). Publicidad in-game (IGA): un análisis exploratorio de patrones de personalidad y de respuesta biométrica mediante expresión facial, GSR y eye-tracking. Revista Prisma Social, (26), 116-130.
https://revistaprismasocial.es/article/view/3088
Buitrago, R. A. (2020). E-sports: de la pueril recreación con videojuegos a la gamificación del deporte. Journal of Physical Education and Human Movement, 2(1), 21-34.
https://revistas.uma.es/index.php/JPEHM/article/view/7497
Carrillo Vera, J. A., & Aguado Terrón, J. M. (2019). The eSports ecosystem: Stakeholders and trends in a new show business. Catalan Journal of Communication & Cultural Studies, 11(1), 3-22.
https://www.ingentaconnect.com/content/intellect/cjcs/2019/00000011/00000001/art00001
Fanjul-Peyró, C., González-Oñate, C., & Peña-Hernández, P. J. (2019). eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea. Comunicar. Media Education Research Journal, 27(1).
https://www.scipedia.com/public/Fanjul-Peyro_et_al_2019a
EYE-TRACKING, G. S. R. Y. PUBLICIDAD IN-GAME (IGA).
Seda, A. B., & Sánchez, A. R. R. (2020). Esports y ciencia: sintonizando con el fenómeno de los deportes electrónicos. Cultura, ciencia y deporte: revista de Ciencias de la Actividad Física y del Deporte de la Universidad Católica de San Antonio, 15(45), 341-352.
https://dialnet.unirioja.es/servlet/articulo?codigo=7536936
Fuentes, A. Y. P., & Navas, M. F. (2020). Factors Influencing Foreign Language Learning in eSports. A Case Study. Qualitative Research in Education, 9(2), 128-159.
https://www.hipatiapress.com/hpjournals/index.php/qre/article/view/4997
Fuentes, A. Y. P., & Navas, M. F. (2020). Factores que Influyen el Aprendizaje de Lengua Extranjera en los eSports. Un Estudio de Caso. Qualitative Research in Education, 9(2), 128-159.
https://dialnet.unirioja.es/servlet/articulo?codigo=7593420
Fuentes, A. Y. P., & Navas, M. F. (2020). El aprendizaje de lenguas extranjeras en los e-sports: una revisión teórica. Magister, 9-15.
http://reunido.uniovi.es/index.php/MSG/article/view/15552
Fuentes, A. Y. P., & Navas, M. F. (2020). La percepción de jugadores de esports sobre su aprendizaje de lengua extranjera. Aula de Encuentro, 22(1), 194-226.
https://revistaselectronicas.ujaen.es/index.php/ADE/article/view/4622
Holmström, M., Sopaj, L., & Nord, D. (2019). Brand communities within esports: The interactions between esport organizations and consumers.
https://www.diva-portal.org/smash/get/diva2:1507527/FULLTEXT01.pdf
Melgar, Á. S., Quispe-Cutipa, W. A., Reyes-Blácido, I., Rodriguez-Baca, L. S., Guevara-Duarez, M. F., & Alarcón-Diaz, M. A. (2020). COGNITIVE REFLECTIONS IN CHILDREN WITH ADHD AND PROPOSALS TO PROMOTE LOGICAL THINKING. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(6), 430-442.
Melgar, Á. S., Quispe-Cutipa, W. A., REYESBLÁCIDO, I., Rodriguez-Baca, L. S., Guevara-Duarez, M. F., & Alarcón-Diaz, M. A. (2020). COGNITIVE REFLECTIONS IN CHILDREN WITH ADHD AND PROPOSALS TO PROMOTE LOGICAL THINKING. Turkish Journal of Physiotherapy and Rehabilitation, 32, 2.
Скачать
Альтернативные метрики
Как процитировать
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
Доля
Почтовый ящик 527
21080 Уэльва (Испания)
Администрация 
Редакция
