Nicolás Ojeda, Miguel ÁngelSan Nicolás Romera, CésarRos Velasco, Josefa2025-12-042025-12-042019Nicolás 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. 1507-1525.1932-8036https://hdl.handle.net/20.500.14352/128424Este artículo ha contado con la financiación de la Beca de Formación del Profesorado Universitario (FPU12/01877).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.engAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/journal articlehttps://ijoc.org/index.php/ijoc/article/view/9179https://produccioncientifica.ucm.es/documentos/61fa8b8f565bff40e6e7cb93open access004.928:659.1004.928:94(100)"05/14"316.7TransmediaVideo gamesStrategyAdvertisingHistoryCultura popularFilosofíaPublicidad6301 Sociología Cultural5504.03 Historia Medieval6114.01 Publicidad72 Filosofía