eGamers’ influence in brand advertising strategies. A comparative study between Spain and Korea

Abstract

The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of approaching and adapting to the world of eGames. In this report, we analyze which the most effective advertising strategies for brands in the online video game world are. To do this, the players (eGamers) answered a 60 question survey that addressed issues such as playful habits, the viewing of advertisements in games, the purchase of advertised items and advertising in competitions. Korean and Spanish players answered the same questionnaire considering that South Korea has the most advanced video game industry in the world and Spain is the fourth European country in eGames and our subject of study. After the investigation, some of the most relevant results indicate that conventional online advertising does not attract the attention of gamers as consumers. We determined that the best strategy would be based on brand presence through products that are prescribed or used by professional gamers, since spectators, as they watch the games, also observe what elements and accessories the players use. El negocio de los eGames (videojuegos online) en España ha conseguido más de 1,8 billones de euros de beneficio en el año 2016. La publicidad no es ajena al potencial de este mercado y las marcas estudian cuáles son las mejores formas de acercarse y adaptarse al entorno de los eGames. En el presente trabajo se analizan las estrategias publicitarias más eficaces para las marcas en el mundo de los videojuegos en red. Para ello, se han investigado a los jugadores (eGamers) a través de una encuesta de 60 preguntas que abordaban cuestiones como hábitos lúdicos, visionado de publicidad en los juegos, compra de artículos anunciados o publicidad en competiciones. El mismo cuestionario se ha realizado tanto a jugadores coreanos, ya que la industria de los videojuegos en Corea del Sur es la más avanzada del mundo, como a jugadores españoles, al ser España el cuarto país europeo en eGames y ser nuestro objeto de estudio. Tras la investigación, algunos de los resultados más relevantes indican que la publicidad online convencional no llama la atención a los consumidores «gamers» y se determina que la mejor estrategia se basaría en la presencia de marca a través de productos prescritos o utilizados por los «gamers» profesionales, ya que los espectadores, a la vez que ven las partidas, observan qué elementos usan los jugadores.

The Image as Language: The Creation and the Use of the Visual Message by Young University Students in Their Communicative Social Activity

“…Due to the surge in these phenomena and the overflow in the use and creation of images, new studies and didactic proposals arise which try to give an answer to a subjectivity caused by a society that is completely mediatized, as can be seen in several papers such as those of Marcos-Dipaola (2019), Corrales (2018), Aguado andVillalba (2020), Ortega Caballero (2014), Estrada-Gonzalez et al (2020), or Ramón-Verdú et al (2022, where the creation of photographic images, in situations of sanitary confinement is studied in order to transmit visual messages about feelings and moods. This trend is in full progression, encouraged by communication of the masses, supported mainly by the use of the Internet and a la carte contents to be used, via platforms of audiovisual dissemination and those of videogames (Fanjul-Peyró et al, 2019), all of which exceed the individual's capacity of assimilation (Andrade-Vargas et al, 2021).…”