In game advertising: um estudo de caso sobre a parceria entre Walmart e o MegaCity

Abstract

According to Cavallini (2009), the development of new media resulted in a break with traditional media. The forms of propaganda have adapted themselves to new situations, such as the preparation of a publicity able to interact with consumers in a playful and fun, all this with the intention to stand out in an environment where competition gets to be gigantic. In this context, there advergames and in game advertiing who are advertising through games. Both can occur in various ways, from simple insertion of billboards in racing games to creating promotional games by some brands. This study has intention to examine how positive this type of advertising can be, using as an object of study partnership between Walmart and the social game, MegaCity. To resolve this issue it was prepared a quantitative research study through a questionnaire administered to users of the game, in its version for Facebook. With data analysis, Is was concluded that among the respondents, the partnership between the two brands was seen in a positive way, not being seen as a nuisance and in some cases was converted into a purchase at the online store of Walmart through the game.