How much does video game designers deploy Branding in their products? Which methods do they apply? Related to which factors (character’s twists, visual approach, UI, brand book, narrative style, etc.)? What kind of players are taken into account when fan clubs and other of such personalized advertising methods are developed? How much is the recognition of a brand a potential driver of consumption for the videogamers?
All of those questions and else, haven’t seem to be observed with attention (for our knowledge) nor from Videogame’s Branding theories -an astonishing theoretical gap, being a field so valuated by the marketing- neither for the academical field of game’s design, that has been unable to create and introduce those methods systematically into the teaching programs for new game developers. This gap is even more astonishing when the weight of branding is often underlined by developers of other cultural industries (Film, Books, TV, Radio). Those reasons justify the interest that we are having; although we need to organize the questions to archive a strong problematic.
It seems that the better way to group them all together is under the global question, possible to be nourished afterwards, that is going to be our starting point problematic: How much, under which circunstancies and with which consequences in the market does the introduction of branding practices have in the videogame industry?