The perception of Fornite players about the In-game advertising of film brands: Fortnite X Star Wars Case

Chavez-Antezana A.; Arbaiza F. · Iberian Conference on Information Systems and Technologies, CISTI (2022) · DOI: 10.23919/cisti54924.2022.9820503

Resumen

The objective of this research is to know the perception of Fortnite players regarding "The Fortnite x Star Wars Event", collaboration of the Star Wars brand and the Fortnite video game, analyzing it from the point of view of in-game advertising, to know if this tool was effective in executing this integration. A naturalistic paradigm methodology will be presented with a qualitative approach, working with a phenomenological design through in-depth interviews with Fortnite players who have been part of this event. Finally, it was possible to show that the popularity of the brand and the innovation of the format within the medium used allowed the success of the in-game advertising strategy in the eyes of users.

Instituciones: Universidad Peruana de Ciencias Aplicadas