Amor e tormenta: o papel das lives de RPG na twitch para o marketing emocional da Jambô editora

Abstract

Previously stereotyped as a practice for introverts, RPG (Role-playing Game) has been gaining more and more fans and attention in recent years. It is mentioned in diferente manifestations of pop culture, brings together a huge amount of content and users online and breaks records in crowdfunding campaigns to enable new productions. In this context, the success of brazilian live streaming of RPG games deserves to be highlighted. Based on a literature review and using the case study method, this work analyzes the live broadcasts of the RPG campaign “End of Times” by Jambô Editora and relates them to emotional marketing and content marketing. The objective is to verify whether there are relationships between the interactions promoted by Jambô Editora and the expansion of the emotional connection with its audience. To this end, the recordings of episodes 1, 2 and 3 of the second season of the campaign's lives are analyzed. In addition to analyzing the recordings of “End of Times”, there was the observation and questionnaire application in the groups “Submundo de Valkaria” and “Jambô Editora” active on the Discord platform and directed to the object of this study. As a result, it is possible to point that Jambô Editora has an audience positively affected by the interactions promoted in the campaign's lives on Twitch and that there is a community of people united by a high emotional involvement with the RPG “End of Times”.