Perceptions and Behaviors of Law Students About Mobile Game Advertising and Their Gameplays

The objective of this research is to analyze the perceptions and behaviors of students in the eleventh and twelfth cycle of the Law degree and the Competition and Regulation specialty at the San Martín de Porres University regarding three mobile game advertisements and their respective gameplays: Evony: The King's Return, Mafia City and Hero Wars.. The approach used was qualitative, using semi-structured interviews with 17 people from the sample mentioned above; which were selected in a non-probabilistic snowball sampling. The conclusions identified that the majority of students perceive the research advertisements as misleading and identify a noticeable difference between the advertisement and the final product. Where both the group that did not doubt the veracity of the advertisements, and the group that remained skeptical, showed disappointment and frustration; getting a negative response. Likewise, the importance of clear regulation regarding mobile game advertising to avoid unfair competition is highlighted in the final part of the research.