Redefiniendo la Publicidad In-Game: una revisión sistemática de la literatura y una definición actualizada
DOI:
https://doi.org/10.26441/RC23.2-2024-3497Palabras clave:
videojuegos, advertainment, advergaming, publicidad in-game, publicidad around-game, emplazamiento de producto, definición, revisión sistemáticaResumen
Para construir un conocimiento válido y fiable es fundamental tener una definición precisa de los conceptos. La coherencia terminológica es esencial para utilizar un marco conceptual común, evitar ambigüedades y facilitar la comparabilidad de los estudios. Realizamos una revisión sistemática de la literatura para identificar y analizar las definiciones de publicidad In-Game (IGA) y una serie de entrevistas con profesionales de las industrias de la publicidad y los videojuegos para conocer la visión profesional del término. Se ha encontrado confusión en el uso de IGA y de conceptos relacionados pero diferentes, tanto en la literatura como en la práctica profesional. Por ello, presentamos un árbol de decisiones para facilitar una denominación coherente en el área de investigación del advertainment y resumimos toda la investigación en una redefinición de IGA que sintetiza y actualiza las anteriores: IGA es la integración de contenido persuasivo en los elementos jugables de un videojuego cuando el contenido ha sido creado para un anunciante real que no ha desarrollado el videojuego. Este es el primer estudio que utiliza un enfoque sistemático para definir el IGA. El árbol de decisión ayuda tanto a los estudiosos como a los profesionales a clasificar con claridad los términos críticos relacionados con el IGA (es decir, advertainment, advergaming, advergame, product placement, IGA, AGA).
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