Brand integration in NBA2K18 Virtual World

Luis F. Rios-Pino, Jose Eduardo Mejia Perea, Eliana Gallardo Echenique

Research output: Chapter in Book/Report/Conference proceedingPaper (Conference contribution)peer-review


Over the past several years, brands have entered the world of video games as part of their branded content strategy. There are two types of video game advertising: advergaming and in-game advertising. The aim of the study was to analyze how is the presence of different brands in the game NBA2K18, along with its different formats. NBA2K18 is a series of basketball video games developed by Sega Dreamcast. This study is positioned in the interpretative paradigm with a qualitative methodology. For data collection, the technique used was the participatory observation. As a result, it was evidence that the different participating brands in NBA2K18 have mimicked with the game storytelling in the players' self-realization process. They have applied both dynamic and static in-game advertising formats throughout the game. Brands have managed to be part of the narrative; this result would have been completely different if they had created a game from scratch as proposed by the advergaming model.
Original languageEnglish
Title of host publicationBrand integration in NBA2K18 Virtual World
ISBN (Electronic)978-989-54659-1-0
StatePublished - 2021
Event16ava Conferencia Ibérica de Sistemas y Tecnologías de la Información
: VI Workshop en Gestión de Empresa,
-, Chaves, Portugal
Duration: 23 Jun 202126 Jun 2021
Conference number: 16


Conference16ava Conferencia Ibérica de Sistemas y Tecnologías de la Información
Abbreviated titleCISTI2021

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