Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)

<Previous Article In Volume
Next Article In Volume>

Luxury in Battle: Exploring Balenciaga’s In-Game Advertising and Advergaming in the World of Fortnite

Authors
Gaby Hurtado1, Giovanni Lamarca1, Francisco Arbaiza1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, Peru
*Corresponding author. Email: francisco.arbaiza@upc.edu.pe
Corresponding Author
Francisco Arbaiza
Available Online 17 December 2024.
DOI
10.2991/978-94-6463-596-6_25How to use a DOI?
Keywords
In-game advertising; Advergaming; Gamers; Perception; Advertising strategy; Luxury brands
Abstract

This study examines the innovative collaboration between Balenciaga and Fortnite, two giants in their respective fields, to explore the dynamics of in-game advertising, specifically in-game advertising and advergaming. With a particular focus on the Peruvian gaming community, the research aims to understand how this audience perceives the integration of a luxury brand in a competitive virtual environment. Using a qualitative methodology employing in-depth interviews with gamers selected for their engagement and experience with Fortnite, this study reveals a generally positive perception of collaboration, highlighting the acceptance of innovative advertising practices within virtual gaming spaces and their potential to enrich the gaming experience. However, it also underscores the importance of maintaining a balance between brand integration and preserving the authenticity of the gaming environment. Preliminary findings suggest that in-game advertising strategies, such as the one undertaken by Balenciaga, can be effective if executed in a way that respects and enhances the gaming culture.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
17 December 2024
ISBN
978-94-6463-596-6
ISSN
2667-128X
DOI
10.2991/978-94-6463-596-6_25How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Gaby Hurtado
AU  - Giovanni Lamarca
AU  - Francisco Arbaiza
PY  - 2024
DA  - 2024/12/17
TI  - Luxury in Battle: Exploring Balenciaga’s In-Game Advertising and Advergaming in the World of Fortnite
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 276
EP  - 287
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_25
DO  - 10.2991/978-94-6463-596-6_25
ID  - Hurtado2024
ER  -