Oglaševanje v video igrah

luksuzne znamke v igri Roblox

Denis Džaferović (Author), Tanja Kamin (Mentor)

Abstract

Diplomska naloga preučuje, kako luksuzne znamke, kot je Gucci, vstopajo v metaverzum, na primeru Gucci Town v Robloxu. Tradicionalno so luksuzne znamke povezane z redkostjo, prestižem in kakovostjo, ki izražajo življenjski slog in družbeni status. Digitalne inovacije so prinesle demokratizacijo luksuznih dobrin in nove oblike potrošnje, kar predstavlja izziv za ohranjanje ekskluzivnosti v široko dostopnih okoljih. Metaverzum omogoča ustvarjanje interaktivnih in personaliziranih izkušenj, ki ponujajo nove načine za povezovanje z uporabniki. Roblox kot platforma omogoča popoln nadzor nad vsebino doživetij in s tem nad umestitvijo oglasov. Gucci Town ponuja prilagajanje avatarjev, virtualne dobrine, nagrade za igranje in interaktivne prostore za poglobljeno sodelovanje igralcev. S tem znamka ustvarja okolje, kjer igralci ne le preživljajo čas, ampak tudi razvijajo občutek pripadnosti luksuzni skupnosti. Takšna strategija pomaga utrditi blagovno znamko med mlajšimi generacijami, ki so ključne za dolgoročno rast in prepoznavnost. Skozi načela igrifikacije znamka omejuje razpoložljivost teh dobrin znotraj igre in ohranja ekskluzivnost, s katero je znamka povezana v fizičnem svetu.

Keywords

oglaševanje v igrah;luksuzne znamke;metaverzum;Roblox;Gucci;

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[D. Džaferović]
UDC:	659.1:794-028.23(043.2)
COBISS:	209915651
Views:	53
Downloads:	15
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising in video games: luxury brands in Roblox
Secondary abstract:	The thesis examines how luxury brands such as Gucci are entering the metaverse, using the example of Gucci Town in Roblox. Traditionally, luxury brands are associated with rarity, prestige and quality, reflecting lifestyle and social status. Digital innovations have brought about the democratisation of luxury goods and new forms of consumption, posing a challenge to maintain exclusivity in widely accessible environments. Metaverse enables the creation of interactive and personalised experiences that offer new ways to engage with users. Roblox as a platform allows full control over the content of experiences and thus over the placement of ads. Gucci Town offers avatar customisation, virtual goods, rewards for gameplay and interactive spaces for immersive player engagement. In doing so, the brand creates an environment where players not only spend time, but also develop a sense of belonging to a luxury community. This strategy helps to strengthen the brand among younger generations, who are key to its long-term growth and visibility. Through the principles of gamification, the brand limits the availability of these goods within the game and maintains the exclusivity with which the brand is associated in the physical world.
Secondary keywords:	in-game advertising;luxury brands;metaverse;Roblox;Gucci;Videoigre;Oglaševanje;Blagovne znamke;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	1 spletni vir (1 datoteka PDF (108 str.))
ID:	25059938