Reflexões sobre gamificação do consumo no Brasil: jogos como processo de criação de ações midiáticas e mercadológicas

• Ano de defesa: 2017
• Autor(a) principal: Schmidt, Roberto Lasalvia
• Orientador(a): Salles, Cecilia Almeida
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Faculdade de Filosofia, Comunicação, Letras e Artes
• País: Brasil
• Palavras-chave em Português: Gamificação; Publicidade; Processo de criação
• Palavras-chave em Inglês: Gamification; Advertising; Creation process
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/20336

This work aims to reflect on the possibility of approaching the universe of games, marketing, advertising, consumption and the study of creation processes, from a perspective of transversality and interconnections. People have become increasingly involved with games, whether as entertainment, advertising or marketing. However, from the developer's point of view, we believe there is no reflection on the complexity of the processes that are part of the elaboration of the games and the gamified actions. Always from the point of view of process criticism, we conducted interviews with professionals who work in the production and development of games and gamified actions. Our observation hinges on physical and phenomenological evidence grounded in publicity material and other forms of communication in which games and gamification are present, involving media and consumption. In consonance with this analysis, we deepened the discussion about the creation process and the advertising games as collective projects, signaling the ideal moment in which the game should enter into the planning of communication actions of the brands. We made the connection between the post mortem elaborated by game developers and proposed an extended look for its application in other creation processes, suggesting the mapping of the individual and collective steps, in the form of an algorithm