Animal Crossing and product placement.
Type de matériel :
TexteLangue : français Détails de publication : 2022.
Ressources en ligne : Abrégé : Since it was launched in 2020, Animal Crossing: New Horizons has been a great success. Aware of this popularity, several fashion brands are offering gamers the opportunity to download clothes into the video game. In a dynamic of empowerment, this particular form of product placement is “voluntary” and not “imposed.” Non-intrusive, this “voluntary” placement is characterized by the fact that the player has complete freedom in the possible integration of elements representative of the brand universe. Through the study of the operation deployed by the brand Gémo, we observe the specificities of this form of product placement and analyze the attitude of gamers.
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Since it was launched in 2020, Animal Crossing: New Horizons has been a great success. Aware of this popularity, several fashion brands are offering gamers the opportunity to download clothes into the video game. In a dynamic of empowerment, this particular form of product placement is “voluntary” and not “imposed.” Non-intrusive, this “voluntary” placement is characterized by the fact that the player has complete freedom in the possible integration of elements representative of the brand universe. Through the study of the operation deployed by the brand Gémo, we observe the specificities of this form of product placement and analyze the attitude of gamers.
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