@inproceedings{bd699cef2d554f9aa9e9eb36e16a7c89,
title = "Influence of Fortnite{\textquoteright}s In-Game Advertising on User Experience: A Study of Gamers from Lima, Peru",
abstract = "This research analyzes how in-game advertising within the video game Fortnite can affect the user experience. Currently, brands are looking for new formats to approach their users, and video games are a medium that has grown exponentially in recent years, presenting an attractive opportunity. However, users do not seek to see ads in a video game, because they perceive them as intrusive. Brands seek to present themselves in such a way that the user does not perceive them that way. Fortnite offers a form of advertising that encourages players to interact with branded content presented as cosmetic content. This study aims to analyze how the user experiences in-game advertising within Fortnite and in what way it influences their gaming experience. A qualitative study was designed that concludes that Fortnite{\textquoteright}s in-game advertising does improve the users{\textquoteright} gaming experience by ensuring a strict adaptation of the brand to the game context, avoiding that its elements are perceived as intrusive.",
keywords = "Advertising, Consumers, Flow state, Interactive communication, Videogames",
author = "Alec L{\'o}pez and Francisco Arbaiza",
note = "Publisher Copyright: {\textcopyright} 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.; International Confer-ence on Tourism, Technology and Systems, ICOTTS 2022 ; Conference date: 03-11-2022 Through 05-11-2022",
year = "2023",
doi = "10.1007/978-981-99-0337-5\_21",
language = "Ingl{\'e}s",
isbn = "9789819903368",
series = "Smart Innovation, Systems and Technologies",
publisher = "Springer Science and Business Media Deutschland GmbH",
pages = "239--249",
editor = "Carvalho, \{Jo{\~a}o Vidal\} and Ant{\'o}nio Abreu and Pedro Liberato and Alejandro Pe{\~n}a",
booktitle = "Advances in Tourism, Technology and Systems - Selected Papers from ICOTTS 2022",
}