A memória de marca nos jogos eletrônicos: campeonato brasileiro de League of Legends

• Autor(a) principal: Pereira, Fabio Augusto Rodrigues
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/696
• topic: jogos eletrônicos; CBLOL; comportamento do consumidor; League of Legends, marcas; electronic games; CBLOL; consumer behavior; League of Legends; brands; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Games have long been part of popular culture. With the spread of personal computers and the arrival of the Internet, there was innovation in the electronic games scenario. These milestones established the term eSports, an allusion to electronic sports based on competition between players and teams. The CBLOL - Campeonato Brasileiro de League of Legends - is a protagonist in the eSports ecosystem and provides opportunities for brands to expand their recognition and image on digital media platforms. The basic objectives of brand promotion can be linked to brand visibility, consumer engagement, positioning or business growth. When electronic games are added to brand promotion, we find a broad and prosperous theme, whether for studies of consumer behavior or for companies and marketing managers. The objective of this study is to identify the occurrence of memory of brands after their promotion in the Brazilian League of Legends championship and if they can activate previous memories and evoke future memories carried in the eventual fans and post-championship players. For this purpose, a qualitative research was carried out using interviews, in which two 30-second videos from CBLOL were shown; the first, the standard of the event without changes, and the second containing an aesthetic variation, adding an animated glow of light on the participating logos whose intention was to draw the attention of the spectators. Both kept the logos in the lower left corner of the screen. Data collection was carried out from a semi-structured script of questions based on three dimensions of the Theory of Practice: Procedures, Engagements and Understandings. 11 participants aged between 22 and 34 years old were interviewed, CBLOL fans and occasional League of Legends players. To interpret the results, the Content Analysis technique, by Bardin, and the ATLAS/ti software were used to support the coding, categorization and support for the inference of the interviews. The results indicate that participants recognize the presence of brands in CBLOL regardless of variations in logos, and that this presence reinforces the legitimacy, importance and status of the championship. For marketing management, it reveals the importance of a brand being engaged with the CBLOL community in order not to be characterized as just another sales or commercial action venturing into the ecosystem. The position of the logos on the screen was also evaluated in the interviews and a suggested change from the current position, lower left corner to the right side above the game's minimap.