In Gaming Advertising: consumer perception of electronic games

Abstract

The present study aims to identify whether electronic game players pay attention to brands inserted in electronic games. The games market grew due to the pandemic of the new Corona virus, since the consumer started to access electronic games for a longer time, arousing the interest of companies in promoting their brand through the most diverse platforms in electronic games, being a strategy of visibility and approximation with the sector's consumers. In order to reach the stipulated objective, an online questionnaire was applied, in a sample by access, with consumers of electronic games published on social media, Discord Facebook and WhatsApp, and for operational reasons the study was limited to the state of São Paulo. Paulo, for being a state that has great influence in the electronic games market. The result of the research identified that consumers of electronic games pay attention to advertisements inserted in the context of games and feel attracted by the brands and products present in the games.