RT Journal Article
T1 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")
A1 Nicolás Ojeda, Miguel Ángel
A1 San Nicolás Romera, César
A1 Ros Velasco, Josefa
AB 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.
PB USC Annenberg
SN 1932-8036
YR 2019
FD 2019
LK https://hdl.handle.net/20.500.14352/128424
UL https://hdl.handle.net/20.500.14352/128424
LA eng
NO Nicolás 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.
NO Este artículo ha contado con la financiación de la Beca de Formación del Profesorado Universitario (FPU12/01877).
NO Ministerio de Educación, Cultura y Deporte (España)
NO Ministerio para la Transformación Digital y de la Función Pública (España)
NO Ministerio de Economía y Competitividad (España)
DS Docta Complutense
RD 7 dic 2025