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
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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
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Цитируется
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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