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Abstract(s)
A integração de marcas e publicidade em videojogos tem-se tornado cada vez mais prevalente, potencializando as experiências imersivas oferecidas pelos ambientes virtuais. Com o surgimento do Metaverse, um espaço de realidade virtual onde indivíduos interagem com ambientes gerados por computador e outros utilizadores, surgem novas oportunidades e desafios para marcas e empreendedores.
Esta dissertação explora o ponto em comum onde ocorre a intersecção de marcas, publicidade, videojogos, Metaverse e novas tecnologias, através de pesquisa exploratória e elaboração de um caso de estudo sobre a marca vanguardista Burberry, com o objetivo de compreender as implicações, estratégias e efeitos da integração de marcas neste cenário digital em evolução. Ao sintetizar a literatura existente, através de uma pesquisa bibliográfica de caráter exploratório, esta dissertação fornece uma visão abrangente das estratégias empregadas pelas marcas nos videojogos e os efeitos nas atitudes, perceções e intenções de compra dos consumidores.
Ao integrar descobertas de pesquisas acadêmicas, práticas da indústria e tendências emergentes, esta dissertação contribui para a compreensão da complexa relação entre marcas, publicidade, o Metaverse e novas tecnologias. O objetivo passa essencialmente por informar os profissionais de marketing sobre as implicações e oportunidades da integração da marca em espaços de realidade virtual, fornecendo informações valiosas para a tomada de decisões estratégicas e exploração adicional neste campo dinâmico e em rápida evolução.
The integration of brands and advertising within video games has become increasingly prevalent, enhancing the immersive experiences offered by virtual environments. With the emergence of the Metaverse, a virtual reality space where individuals interact with computer-generated environments and other users, new opportunities and challenges arise for brands and entrepreneurs. This dissertation delves into the nexus where brands, advertising, video games, the Metaverse, and emerging technologies intersect, through exploratory research and the development of a case study on the avant-garde brand, Burberry, aiming to understand the implications, strategies, and effects of brand integration in this evolving digital landscape. By synthesizing existing literature through exploratory bibliographical research, this dissertation offers a comprehensive insight into the strategies employed by brands within video games and their effects on consumer attitudes, perceptions, and purchase intentions. By integrating findings from academic research, industry practices, and emerging trends, this dissertation contributes to understanding the intricate relationship between brands, advertising, the Metaverse, and new technologies. The primary objective is to inform marketing professionals about the implications and opportunities of brand integration in virtual reality spaces, providing valuable insights for strategic decision-making and further exploration in this dynamic and rapidly evolving field.
The integration of brands and advertising within video games has become increasingly prevalent, enhancing the immersive experiences offered by virtual environments. With the emergence of the Metaverse, a virtual reality space where individuals interact with computer-generated environments and other users, new opportunities and challenges arise for brands and entrepreneurs. This dissertation delves into the nexus where brands, advertising, video games, the Metaverse, and emerging technologies intersect, through exploratory research and the development of a case study on the avant-garde brand, Burberry, aiming to understand the implications, strategies, and effects of brand integration in this evolving digital landscape. By synthesizing existing literature through exploratory bibliographical research, this dissertation offers a comprehensive insight into the strategies employed by brands within video games and their effects on consumer attitudes, perceptions, and purchase intentions. By integrating findings from academic research, industry practices, and emerging trends, this dissertation contributes to understanding the intricate relationship between brands, advertising, the Metaverse, and new technologies. The primary objective is to inform marketing professionals about the implications and opportunities of brand integration in virtual reality spaces, providing valuable insights for strategic decision-making and further exploration in this dynamic and rapidly evolving field.
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Keywords
Videojogos Branding Metaverse Burberry Videogames