2026-06-27T12:38:51Zhttps://docta.ucm.es/rest/oai/request

oai:docta.ucm.es:20.500.14352/1284242025-12-05T01:14:43Zcom_20.500.14352_14col_20.500.14352_15

Nicolás Ojeda, Miguel Ángel San Nicolás Romera, César Ros Velasco, Josefa 2025-12-04T07:30:16Z 2025-12-04T07:30:16Z 2019 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. 1932-8036 https://hdl.handle.net/20.500.14352/128424 https://ijoc.org/index.php/ijoc/article/view/9179 https://produccioncientifica.ucm.es/documentos/61fa8b8f565bff40e6e7cb93 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. eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 International 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") journal article