Epic Win : análise da cultura gamer no Brasil : a consolidação das marcas no universo fantástico dos jogos eletrônicos.

Abstract

This paper aims to redeem the history of electronic games, understand the gamer culture and discover how brands fit into this hypermediated fantastic universe. The analysis is presented based on games history, showing their evolution in relation to technologies and fans. The research will list the brands that consolidate in this culture through share of heart, as well as understand the concepts of immersive experience, hypermediated transmedia universes, fan culture and brand insertion provided by games. Moreover, it will trace a profile of the Brazilian player analyzing its connection to the cultural brands. To carry out this study, bibliographic methods on the corresponding content were used, such as brand, games, culture, digital influencers, cultural branding, social networks, convergence culture, fandom, cyberculture, communication and advertising. In order to complement the theoretical study, a secondary market research data of this subject it was surveyed. The research will be presented by using the gamer language, with illustrations and common expressions known by players.