Publication: Eventos en la industria de los videojuegos: estudio del caso Fortnite
Authors
Fernández Rincón, Antonio Raúl ; Hellín Ortuño, Pedro Antonio ; Castillo Esparcia, Antonio
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Publisher
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DOI
https://doi.org/10.1387/zer.23062
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info:eu-repo/semantics/article
Description
© Universidad del País Vasco 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 Zer. Revista de Estudios de Comunicación. To access the final edited and published work see https://doi.org/10.1387/zer.23062
Abstract
Los videojuegos constituyen hoy una de las industrias creativas y culturales más relevantes. Los desarrolladores producen estrategias de comunicación transmediaatendiendo al perfil joven de sus públicos. En Fortnitese genera un programa continuo de eventos digitales y presenciales que incorporan referentes culturales y de actualidad. Los públicos interaccionan socialmente desde la perspectiva informativa, opinativa y narrativa. El objetivo es mantener el interés y la expectación hacia el videojuego, estableciendo relaciones de adaptación e integración entre la organización y sus públicos. La estrategia transmedia es uno de los ejes principales para establecer vínculos recíprocos entre comunidades virtuales y empresas.
Videogames nowadays constitute one of the most relevant creative and cultural industries. The developers produce transmedia communication strategies so that their audiences interact socially from the informational, opinion and narrative perspective. The goal is to maintain interest and expectation towards the videogame, building relationships of adaptation and integration between the organization and its audiences. In this article we study the characteristics of Fort nite, the promotional dynamics that are generated and the media used. We are witnessing a clear example of transmedia branding where the players co-participate, co-create, appropriate and recirculate information and experiences, establishing a common narrative, in an emotional way, that integrates all these communication channels, forming an interaction and experience around the videogame.
Videogames nowadays constitute one of the most relevant creative and cultural industries. The developers produce transmedia communication strategies so that their audiences interact socially from the informational, opinion and narrative perspective. The goal is to maintain interest and expectation towards the videogame, building relationships of adaptation and integration between the organization and its audiences. In this article we study the characteristics of Fort nite, the promotional dynamics that are generated and the media used. We are witnessing a clear example of transmedia branding where the players co-participate, co-create, appropriate and recirculate information and experiences, establishing a common narrative, in an emotional way, that integrates all these communication channels, forming an interaction and experience around the videogame.
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Citation
Zer, 2021, 26(51) 35-53
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