In the Warcraft universe we trust: an analysis of transmedia advertising strategies in the World of Warcraft video game series ("Battle Chest 3.0," "Cataclysm," and "Mists of Pandaria")

Simple item page
dc.contributor.authorNicolás Ojeda, Miguel Ángel
dc.contributor.authorSan Nicolás Romera, César
dc.contributor.authorRos Velasco, Josefa
dc.date.accessioned2025-12-04T07:30:16Z
dc.date.available2025-12-04T07:30:16Z
dc.date.issued2019
dc.descriptionEste artículo ha contado con la financiación de la Beca de Formación del Profesorado Universitario (FPU12/01877).
dc.description.abstractThis study analyzes the transmedia strategies for the top-selling titles of the medieval-inspired video game saga World of Warcraft (WoW). We use a narrative analysis method that is applied to the phenomenon of video games whose narratives are built around historical and/or fictional—inspired by historical past—storylines. The outcomes and conclusions of this contribution describe a truly complex transmedia paradigm. Concepts such as transmedia storytelling, transmedia marketing, transmedia advertising, and transmedia branding or brand story, to name a few, help us to better understand a commercial, communicative, and experiential phenomenon whose success is based on the strategic management of the stories built around the brand WoW.
dc.description.departmentDepto. de Filosofía y Sociedad
dc.description.facultyFac. de Filosofía
dc.description.refereedTRUE
dc.description.sponsorshipMinisterio de Educación, Cultura y Deporte (España)
dc.description.sponsorshipMinisterio para la Transformación Digital y de la Función Pública (España)
dc.description.sponsorshipMinisterio de Economía y Competitividad (España)
dc.description.statuspub
dc.identifier.citationNicolás Ojeda, M.Á., San Nicolás Romera, C. y Ros Velasco, J. (2019) «In the Warcraft universe we trust: An analysis of transmedia advertising strategies in the World of Warcraft video game series («Battle Chest 3.0,» «Cataclysm,» and «Mists of Pandaria»)», International Journal of Communication, 13, pp. 1507-1525.
dc.identifier.issn1932-8036
dc.identifier.officialurlhttps://ijoc.org/index.php/ijoc/article/view/9179
dc.identifier.relatedurlhttps://produccioncientifica.ucm.es/documentos/61fa8b8f565bff40e6e7cb93
dc.identifier.urihttps://hdl.handle.net/20.500.14352/128424
dc.journal.titleInternational Journal of Communication
dc.language.isoeng
dc.page.final1525
dc.page.initial1507
dc.publisherUSC Annenberg
dc.relation.projectIDinfo:eu-repo/grantAgreement/MINECO/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/FFI2016-78285-R/ES/HISTORIA Y FILOSOFIA DE LA EXPERIENCIA. ELEMENTOS OBJETIVOS Y SUBJETIVOS DEL BIENESTAR (WELLBIEING) EN LA HISTORIA, LA CULTURA Y LA PRACTICA CLINICA
dc.relation.projectIDinfo:eu-repo/grantAgreement/MTDFP/Programa Estatal de Fomento de la Investigación Científica y Técnica de Excelencia/HAR2016-78147-P/ES/HISTORIA Y VIDEOJUEGOS (II): CONOCIMIENTO, APRENDIZAJE Y PROYECCIÓN DEL PASADO EN LA SOCIEDAD DIGITAL
dc.relation.projectIDinfo:eu-repo/grantAgreement/MINECO/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/FFI2016-75978-R/ES/BIBLIOTECA SAAVEDRA FAJARDO (V): POPULISMO VERSUS REPUBLICANISMO: EL RETO POLITICO DE LA SEGUNDA GLOBALIZACION/BSFPopuglobal
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.cdu004.928:659.1
dc.subject.cdu004.928:94(100)"05/14"
dc.subject.cdu316.7
dc.subject.keywordTransmedia
dc.subject.keywordVideo games
dc.subject.keywordStrategy
dc.subject.keywordAdvertising
dc.subject.keywordHistory
dc.subject.ucmCultura popular
dc.subject.ucmFilosofía
dc.subject.ucmPublicidad
dc.subject.unesco6301 Sociología Cultural
dc.subject.unesco5504.03 Historia Medieval
dc.subject.unesco6114.01 Publicidad
dc.subject.unesco72 Filosofía
dc.titleIn the Warcraft universe we trust: an analysis of transmedia advertising strategies in the World of Warcraft video game series ("Battle Chest 3.0," "Cataclysm," and "Mists of Pandaria")
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number13
dspace.entity.typePublication
relation.isAuthorOfPublicationfae0a960-515b-4682-bba7-7de300d4f55a
relation.isAuthorOfPublication.latestForDiscoveryfae0a960-515b-4682-bba7-7de300d4f55a

Download

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
In the Warcraft universe we trust.pdf
Size:
231.99 KB
Format:
Adobe Portable Document Format
Download Download

Collections

Artículos