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Abstract(s)
O mundo da publicidade tem evoluído ao longo dos anos e com esta evolução têm surgido novas necessidades. Uma destas necessidades é uso o de canais de publicidade que tenham maior impacto no público-alvo. Para tal, as empresas apostaram num novo canal publicitário, os jogos sérios, de forma a publicitar produtos, conceitos ou marcas. Neste tipo de jogos, intitulados de advergames, as empresas relacionam o seu produto ou marca a aspetos positivos do jogo. Desta forma, os jogadores associam pensamentos positivos em relação ao produto enquanto jogam e este pensamento é depois transferido para o contexto para além do jogo. Este projeto foca-se no estudo e desenvolvimento de um advergame, em parceria com o grupo de investigação e desenvolvimento Games, Interaction and Learning Technologies, do Instituto Superior de Engenharia do Porto. O objetivo é promover a imagem de uma instituição de ensino superior, de forma a possivelmente aumentar o número de candidaturas ao ensino superior na mesma. Para este trabalho, o caso do Instituto Superior de Engenharia do porto foi usado como prova de conceito. Para tal, foi necessária uma pesquisa mais aprofundada no mundo dos jogos digitais, jogos sérios e advergames, assim como casos de sucesso na indústria de advergames. Foi também explorado o conceito de valor e outros conceitos relacionados, de forma a compreender com maior precisão as necessidades do cliente, o que contribuiu para a criação da proposta de valor e do Modelo de Negócio Canvas e para escolha do género do jogo. No processo de desenho da solução foram debatidos possíveis conceitos e mecânicas a utilizar no jogo, assim como o motor de jogo a utilizar e foi descrito o processo de implementação. São também explorados diversos métodos de acompanhamento do desenvolvimento, assim como formas de avaliar o produto final. Por último são retiradas conclusões a partir dos resultados obtidos. O projeto foi considerado um sucesso, evidenciando que os jogos digitais conseguem efetivamente transmitir mensagens e promover marcas, sendo o jogo em questão um exemplo disso.
As the world of advertising kept evolving, so did the needs of its customers. One of these needs is the use of advertising channels which have a higher impact on the target audience. For this reason, companies invested in a new advertising channel, the industry of serious games, to promote concepts, products, and ideas, leading to the creation of advergames. In these games, companies link their product or brand with positive aspects of the game, associating the positive feelings a player experiences during the game with the products themselvesin a context outside of the game. This project focuses on the study and creation of an advergame, in partnership with the Games, Interaction and Learning Technologies research and development group, for the Instituto Superior de Engenharia do Porto. The goal of the project is to promote the image of the institution, possibly raising the number of applications it receives. To achieve this, further studies on digital games, serious games and advergames are performed, as well as detailed analysis of successful advergames. Additionally, the definition of value for the customer is analysed, to create a fitting value proposition and Business Model Canvas and to determine the game genre. The game concept and possible game engines are explored, the implementation is described, the methods for tracking the development and evaluating the final product are discussed and lastly conclusions are reached based on the results obtained. The project was considered a success, showing that digital games can be used to spread messages and promote brands, as the advergame at hand evidenced.
As the world of advertising kept evolving, so did the needs of its customers. One of these needs is the use of advertising channels which have a higher impact on the target audience. For this reason, companies invested in a new advertising channel, the industry of serious games, to promote concepts, products, and ideas, leading to the creation of advergames. In these games, companies link their product or brand with positive aspects of the game, associating the positive feelings a player experiences during the game with the products themselvesin a context outside of the game. This project focuses on the study and creation of an advergame, in partnership with the Games, Interaction and Learning Technologies research and development group, for the Instituto Superior de Engenharia do Porto. The goal of the project is to promote the image of the institution, possibly raising the number of applications it receives. To achieve this, further studies on digital games, serious games and advergames are performed, as well as detailed analysis of successful advergames. Additionally, the definition of value for the customer is analysed, to create a fitting value proposition and Business Model Canvas and to determine the game genre. The game concept and possible game engines are explored, the implementation is described, the methods for tracking the development and evaluating the final product are discussed and lastly conclusions are reached based on the results obtained. The project was considered a success, showing that digital games can be used to spread messages and promote brands, as the advergame at hand evidenced.
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Keywords
Jogos Digitais Jogos Sérios Advergames Publicidade Desenvolvimento de Jogos Digital Games Serious Games Advergames Advertising Game Development