Como as marcas utilizam a publicidade in game no jogo Grand Theft Auto

Abstract

This article aims to present a study on the insertion of advertising practices in digital games, this being within the servers of the game Grand Theft Auto Roleplay (called GTA RP), an illegitimate modification of the game Grand Theft Auto V by the developer Rockstar Games. It is worth mentioning that GTA RP is nothing more than a base platform for GTA V, which supports a large number of players simultaneously and allows partial customizations in the game map, in which the brands that we will discuss used this resource to carry out activations at the along the Cidade Alta server, this being a kind of functional city in satire of the real world. In addition, more than identifying the brands in the game, the study seeks to verify the ad formats and their possible impacts on the player's perception of such brands presented within this universe. In short, it is understood that digital games have been an important media channel in our society, capable of reaching new consumer niches, in which brands were able to visualize in their structure countless possibilities for the insertion of advertising messages.