@inproceedings{2340372db03d4055938c1f147b22dc16,
title = "Integraci{\'o}n de las marcas en el mundo virtual del NBA2K18",
abstract = "Over the past several years, brands have entered the world of video games as part of their branded content strategy. There are two types of video game advertising: advergaming and in-game advertising. The aim of the study was to analyze how is the presence of different brands in the game NBA2K18, along with its different formats. NBA2K18 is a series of basketball video games developed by Sega Dreamcast. This study is positioned in the interpretative paradigm with a qualitative methodology. For data collection, the technique used was the participatory observation. As a result, it was evidence that the different participating brands in NBA2K18 have mimicked with the game storytelling in the players' self-realization process. They have applied both dynamic and static in-game advertising formats throughout the game. Brands have managed to be part of the narrative; this result would have been completely different if they had created a game from scratch as proposed by the advergaming model.",
keywords = "advertising, in game advertising, videogames, virtual worlds",
author = "Rios-Pino, \{Luis F.\} and Mejia-Perea, \{Jose E.\} and Eliana Gallardo-Echenique",
note = "Publisher Copyright: {\textcopyright} 2021 AISTI.; 16th Iberian Conference on Information Systems and Technologies, CISTI 2021 ; Conference date: 23-06-2021 Through 26-06-2021",
year = "2021",
month = jun,
day = "23",
doi = "10.23919/CISTI52073.2021.9476479",
language = "Espa{\~n}ol",
series = "Iberian Conference on Information Systems and Technologies, CISTI",
publisher = "IEEE Computer Society",
editor = "Alvaro Rocha and Ramiro Goncalves and Penalvo, \{Francisco Garcia\} and Jose Martins",
booktitle = "Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies",
}