Ingame advertising in digital cities

A study in metacritic

Abstract

Video games have in fact been the first recreational option for young people and not so young people for years, ahead of other traditionally more powerful ones such as cinema or music.
This context has not gone unnoticed by brands, who have seen in the sector an interesting way of developing and promoting their brands. In this sense, video games whose action takes place in cities and urban areas in general are especially suitable for the development of promotional actions, given that the placement of advertising and other forms of in-game advertising results in a more natural and simple integration with the gaming experience than in video games of other themes.
This work analyzes paradigmatic cases of urban advertising in video games such as Grand Theft Auto, Burnout Paradise, Bionic Comando, Fortnite and others.