Branded Games: Demarcating the use of digital games in the marketing ecosystem

• Autores: Laura Cañete Sanz
• Localización: Entre pantallas y realidades: una travesía por el universo audiovisual / coord. por Javier Sierra Sánchez, Sheila Liberal Ormaechea, 2024, ISBN 9788448645328, págs. 135-152
• Idioma: español
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• Resumen

  • Digital games present interesting opportunities for brands to expand their marketing strategies in a ludie, yet eontrolled, digital environment. This work presents an approximation of the definition of the concept 'branded game', digital games developed by a brand with specifie marketing purposes. The main objective is to determine the variables that complieate the identifieation of 'branded game' as a persuasive tool, as these games are often considered purely as ludie eontent.

    First, a literature review on systematie literature reviews is run on the concepts 'branded game' and 'advergame', foeusing on the results and gaps. Next, the opinions of an expert panel are scrutinized through a q_uestionnaire with q_uestions about the contextualization and conceptualization of branded games. The results show that the concept 'branded game' currently works as a synonym of 'advergame'.

    After comparing and inspecting the results from both methodologies, eighteen key elements are highlighted as lacunae that need to be addressed to understand the branded game possibilities. These gaps deal with game attributes, brand elements, player characteristics, social implications, contextual factors, teehnological considerations and academic perspectives. These findings open new avenues of research in the use of games for persuasive objectives.