Influence of Fortnite’s In-Game Advertising on User Experience: A Study of Gamers from Lima, Peru

López A.; Arbaiza F. · Smart Innovation, Systems and Technologies (2023) · DOI: 10.1007/978-981-99-0337-5_21

Resumen

This research analyzes how in-game advertising within the video game Fortnite can affect the user experience. Currently, brands are looking for new formats to approach their users, and video games are a medium that has grown exponentially in recent years, presenting an attractive opportunity. However, users do not seek to see ads in a video game, because they perceive them as intrusive. Brands seek to present themselves in such a way that the user does not perceive them that way. Fortnite offers a form of advertising that encourages players to interact with branded content presented as cosmetic content. This study aims to analyze how the user experiences in-game advertising within Fortnite and in what way it influences their gaming experience. A qualitative study was designed that concludes that Fortnite’s in-game advertising does improve the users’ gaming experience by ensuring a strict adaptation of the brand to the game context, avoiding that its elements are perceived as intrusive.

Instituciones: Universidad Peruana de Ciencias Aplicadas