Comunicação e consumo no mundo dos games: estratégias de monetização em jogos sociais digitais

• Ano de defesa: 2013
• Autor(a) principal: Teixeira, Marcelo Victor
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Oliveira, Fátima Cristina Regis Martins de , Peres Neto, Luiz
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação e consumo; entretenimento; cultura digital; jogos eletrônicos; estratégias mercadológicas
• Palavras-chave em Inglês: communication and consumption; entertainment; digital culture; eletronic games; market strategies
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/128

Games have a prominent place in contemporary society strongly characterized by the consumption of entertainment, the technological apparatus and communication network. With the consolidation of social networks on the Internet, a new type of application found the right environment for their development. They are called digital social games. Appropriating the interactivity and collaboration features of interactions in networks, these games have been highlighted by wide receptivity among users. This study investigates some of the strategies to generate financial revenue used by the developers of these games. Unlike traditional video games, social games are distributed for free. However, monetization strategies are present in different ways over the course of the game, getting the acceptance of the player-participant and generating significant profitability for the developer. Besides the growing number of users in Brazil, the market shows signs of significant warming analyzed here through corporate movements such as the creation of specific companies to develop these products. Throughout this work, we highlight the hybridization between entertainment, communication and consumption observed in digital social games, describing this type of game as an environment of communication, sociabilities and business. By examining the characteristics of games, we will seek clues that might explain the strong audience. Supported by Cultural Studies and the Theory of Mediations allied to studies of consumption and games, will be used theoretical contributions of various authors such as Garcia Canclini, Huizinga, Kellner, Lemos, Levy, Martin-Barbero, Primo, Recuero, Santaella Silverstone and Slater. The research has the game FarmVille as corpus, which uses Facebook as the platform. The method used in the empirical part of this study is the observation. Considering the importance of the market for digital games under entertainment, as well as the increased involvement of the Brazilian social games on the internet, we justify the study of the marketing strategies that transform a free game in a highly profitable product.