ANÁLISE DA INSERÇÃO DE MARCA EM GAMES

To increase the value of the brand, in addition to conventional advertising, a new form of brand disclosure is tie-in. With a subtle form of brand integration, many companies began to use this element to induce ideal values and characteristics of your brand in the respective target audiences. The first and most usual tie-in occur in soap operas, advancing so to video clips, movies and more recently to the games, which are the focus of this study. Therefore, this study aimed to explore how tie-in occur in games and the perception of gamers and experts about the inserts. The research was conducted in three steps: (1) identification of tiein in games; (2) analysis of the inserts by marketing experts; and (3) focus group with the gamers. The analysis of data occurred through content analysis. In general, analysis of gamers and perceptions of experts about the tie-in in games were similar. The results show that tie-in in games seek to emulate the reality. Gamers showed that sometimes do not understand these inserts, however, were likely to use brands that appear in games.