“Free to Play“
a comunicação de marketing dos videojogos gratuitos
DOI:
https://doi.org/10.4000/cp.4115Palavras-chave:
videojogos, comunicação, marketing, online, gamer, electronic-word-of-mouth, user-generated-content, líderes de opiniãoResumo
Neste artigo, pretende-se compreender como os videojogos online gratuitos podem beneficiar da comunicação de marketing para atrair gamers. Recorreu-se à análise de conteúdos digitais de websites de produtoras e de fóruns online de videojogos, bem como a entrevistas semiestruturadas a gamers. Conclui-se que, embora as produtoras de videojogos utilizem uma variedade de técnicas de comunicação, sobretudo digitais, tiram principalmente partido de fenómenos comunicacionais gerados na própria comunidade gamer, como o electronic-word-of-mouth e o user-generated-content, nos quais os líderes de opinião online adquirem um papel preponderante. Sugere-se maior investigação destes fenómenos para potencial aplicação a outras áreas de negócio.
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