%0 Journal Article
%A Nicolás Ojeda, Miguel Ángel
%A San Nicolás Romera, César
%A Ros Velasco, Josefa
%T 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")
%D 2019
%@ 1932-8036
%U https://hdl.handle.net/20.500.14352/128424
%X This 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.
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