Publication: In the Warcraft universe we trust: an analysis of transmedia advertising strategies in the World of Warcraft video game series (“Battle Chest 3.0,”“Cataclysm,”and “Mists of Pandaria”)
Authors
Nicolás Ojeda, Miguel Ángel ; San Nicolás Romera, César ; Ros Velasco, Josefa
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Publisher
University of Southern California
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DOI
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info:eu-repo/semantics/article
Description
© 2019 Los autores. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
This document is the Published version of a Published Work that appeared in final form in International Journal of Communication.
Abstract
This study analyzes the transmedia strategies for the top-selling titles of the medieval-inspired video game saga World of Warcraft (WoW). We use a narrative analysis method that is applied to the phenomenon of video games whose narratives are built around historical and/or fictional—inspired by historical past—storylines. The outcomes and conclusions of this contribution describe a truly complex transmedia paradigm. Concepts such as transmedia storytelling, transmedia marketing, transmedia advertising, and transmedia branding or brand story, to name a few, help us to better understand a commercial, communicative, and experiential phenomenon whose success is based on the strategic management of the stories built around the brand WoW.
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Citation
International Journal of Communication , 2019, Vol. 13, pp. 1507-1525
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Este ítem está sujeto a una licencia Creative Commons. http://creativecommons.org/licenses/by-nc-nd/4.0/