A publicidade no contexto da ilegalidade e da violência dos jogos online: a ativação de marcas no GTA 5 roleplay

Abstract

The aim of this study is to raise awareness of the emergence of advertising in Grand Theft Auto Roleplay (hereafter GTA RP) game servers, which are an illegitimate modification of the Grand Theft Auto V game developed by Rockstar Games. GTA RP is a massively multiplayer online (MMO) game that supports a large number of players simultaneously and combines the traditional open-world gameplay of the GTA series with elements and mechanics inspired by Role Play Games (henceforth RPG). The game makes use of the GTA V base platform with modifications in the original files that allow partial customization of the game. Given the fact that GTA V is a game whose narrative context is centered on violence and crime, we sought to identify elements that could justify and explain the presence and permanence of users and brands on these GTA RP servers. It was decided to conduct a qualitative case study of the Jeep, iFood, and Pfizer brand activations in the 2021-2022 season of the Cidade Alta server. The study revealed that the viewpoint of brands on metaverse and on how to advertise in the online game shows traces of precipitation, since their actions, in addition to not demonstrating innovation, insist on promoting visions close to those that traditional media diffuse about minority groups. The actions of the aforementioned brands raise a question about the future of communication that, apparently, has abdicated ethics and care when acting in contexts of violence and illegality, for instance, to communicate to young audiences