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”)

Nicolás Ojeda, Miguel Ángel; San Nicolás Romera, César; Ros Velasco, Josefa

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”)

dc.contributor.author	Nicolás Ojeda, Miguel Ángel
dc.contributor.author	San Nicolás Romera, César
dc.contributor.author	Ros Velasco, Josefa
dc.contributor.department	Comunicación
dc.date.accessioned	2025-01-08T06:55:48Z
dc.date.available	2025-01-08T06:55:48Z
dc.date.issued	2019
dc.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.	es
dc.description.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.	es
dc.format	application/pdf	es
dc.format.extent	19	es
dc.identifier.citation	International Journal of Communication , 2019, Vol. 13, pp. 1507-1525
dc.identifier.issn	Electronic: 1932-8036
dc.identifier.uri	http://hdl.handle.net/10201/147939
dc.language	eng	es
dc.publisher	University of Southern California	es
dc.relation	This article is part of a larger research project entitled “Historia y Videojuegos (II): conocimiento, aprendizaje y proyección del pasado en la sociedad digital” (HAR2016-78147-P), funded by the Spanish Ministry of Economy and Competitiveness (MINECO).	es
dc.relation.publisherversion	https://ijoc.org/index.php/ijoc/article/view/9179	es
dc.rights	info:eu-repo/semantics/openAccess	es
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 Internacional	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/	*
dc.subject	Transmedia	es
dc.subject	Video games	es
dc.subject	Strategy	es
dc.subject	Advertising	es
dc.subject	History	es
dc.title	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”)	es
dc.type	info:eu-repo/semantics/article	es
dspace.entity.type	Publication	es