The UJI shows brand positioning strategies in the most efficient video games among e-gamers



[Valencià](/upo/rest/publicacion/idioma/ca?urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&url=/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/ "Cambiar idioma a català")
[Español](/upo/rest/publicacion/idioma/es?urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&url=/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/ "Cambiar idioma a español")
[English](#0)

Mobile menu

* [Profile](#0)
  + [Future students](/perfils/futurs/)
  + [UJI students](/perfils/estudiantat/uji/)
  + [PDI-PI](/perfils/pdipas/base/pdi/)
  + [PTGAS](/perfils/pdipas/base/pas/)
  + [AlumniSAUJI](/serveis/alumnisauji/)
  + [Companies and institutions](/perfils/empresa/)
* [Tools](#0)
  + [Virtual Classroom](https://aulavirtual.uji.es/)
  + [CAU](https://cau.uji.es/)
  + [Directory](//www.uji.es/institucional/contacta/)
  + [Gmail](http://gmail.uji.es/)
  + [Intranet (IGLU)](//www.uji.es/upo/rest/iglu/)
  + [Virtual Office](/seu/)
  + [Academic information (SIA)](http://sia.uji.es/)
  + [Others](//www.uji.es/serveis/scp/eines/)
* [Valencià](/upo/rest/publicacion/idioma/ca?urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&url=/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/ "Cambiar idioma a català")
  [Español](/upo/rest/publicacion/idioma/es?urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&url=/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/&urlRedirect=https://www.uji.es/com/investigacio/arxiu/noticies/2019/2/publicitat-videojocs/ "Cambiar idioma a español")
  [English](#0)

[# Universitat Jaume I](/)

* [# Universitat Jaume I](/)
* [Profile](#0)
  + [Future students](/perfils/futurs/)
  + [UJI students](/perfils/estudiantat/uji/)
  + [PDI-PI](/perfils/pdipas/base/pdi/)
  + [PTGAS](/perfils/pdipas/base/pas/)
  + [AlumniSAUJI](/serveis/alumnisauji/)
  + [Companies and institutions](/perfils/empresa/)
* [Tools](#0)
  + [Virtual Classroom](https://aulavirtual.uji.es/)
  + [CAU](https://cau.uji.es/)
  + [Directory](//www.uji.es/institucional/contacta/)
  + [Gmail](http://gmail.uji.es/)
  + [Intranet (IGLU)](//www.uji.es/upo/rest/iglu/)
  + [Virtual Office](/seu/)
  + [Academic information (SIA)](http://sia.uji.es/)
  + [Others](//www.uji.es/serveis/scp/eines/)
* [Studies](/mapa/estudis/)
  + [Studies](/mapa/estudis/)
  + [Bachelor’s degrees](/estudis/)
  + [University master’s degrees](/estudis/?p_estudio=m)
  + [Doctoral studies](/estudis/oferta/doctorat/)
  + [Lifelong learning](/estudis/base/formacio-permanent/)
* [Research and innovation](/investigacio/)
  + [Research and innovation](/investigacio/)
  + [Research portal](/investigacio/)
  + [Innovation](/innovacio/)
  + [Doctoral studies](/centres/escola-doctorat/)
  + [HRS4R](/investigacio/hrs4r/)
* [International](/internacional/)
  + [International](/internacional/)
  + [International Students](/internacional/base/estudiantat/estudiantado-internacional/)
  + [Exchange Programmes](/serveis/ori/base/programes-intercanvi/)
  + [Study Abroad](/internacional/base/study-abroad/)
* [UJI](/mapa/uji/)
  + [UJI](/mapa/uji/)
  + [Get to know the UJI](/mapa/uji/coneix-uji/)
  + [Structure and organisation](/institucional/estructura/)
  + [Strategy and quality](/institucional/estrategia/)
  + [Transparency](/transparencia/)
  + [Public integrity](/transparencia/liniaetica/)
  + [News](/actualitat/)
  + [Contact the UJI](/institucional/contacta/)
* [University life](/mapa/vida-universitaria/)
  + [University life](/mapa/serveis/)
  + [Library](/serveis/cd/)
  + [Campus](/mapa/uji/coneix-uji/campus/)
  + [Culture](/cultura/)
  + [Sports](/esports/)
  + [InfoCampus](/serveis/infocampus/)

[UJI](/)
[News](/com/sumari/noticies/)

## The UJI shows brand positioning strategies in the most efficient video games among e-gamers A study of the Communication Area compares the profiles of Spanish and Korean players and reveals that the creation of branded content is the most successful advertising technique

28/02/2019 |
SCP

Compartir

Compartir

×

Linkedin

BlueSky

Facebook

Mastodon

Whatsapp

Gmail

Imprimir

![Aerial view of the campus](//static.uji.es/templates/uji2016_plantillas/static/images/campusaerea.jpg)

[Accept third-party cookies](#)

[Watch the video on YouTube](https://www.youtube.com/embed/O1XcMvRBw_A)

Researchers from the Department of Communication Sciences at the Universitat Jaume I have compared the behaviour of Spanish and Korean e-gamers in order to analyse the strategies for positioning the most efficient brands among this group of young people. The conclusions of this study, published in the journal *Comunicar*, reveal that the creation of non-explicit content incorporated into video games (branded content) is the most successful advertising technique.

More information:  
<https://www.revistacomunicar.com/index.php?contenido=detalles&numero=58&articulo=58-2019-10>

Information provided by:
[Communication and Publications Service](/serveis/scp/)

About us

[Home](/com/investigacio/cienciauji/)
[UCC+I](/serveis/scp/ucc/)

Research dissemination

[Ciència TV blog](/com/investigacio/arxiu/ciencia-uji-tv/)
[Ciència UJI newsletter](/com/investigacio/arxiu/ciencia-uji/)
[Horizon Europe newsletter](/com/investigacio/docs/butlleti-horizon-europe/)
[Comboi, a trip through science](/com/investigacio/docs/podcast-comboi-viatge-per-la-ciencia/)
[Scientific news](/com/investigacio/sumari/noticies/ )
[Easy reading news](/com/investigacio/docs/noticies-de-lectura-facil)
[News magazine. Research](/com/revista/tematica/investiga/)
[Radio](http://www.radio.uji.es/programa.php?id=46 )

Scientific divulgation

[Experimenta UJI](/com/investigacio/docs/experimenta-uji/)
[Innobar, con b de bar (Espaitec)](https://espaitec.uji.es/podcast-innobar-con-b-de-bar/)
[Magazine «Humanes i Socials»](https://humanesisocials.uji.es)
[H2020 Projects](/com/investigacio/docs/butlleti-h2020/)
[Projects and papers COVID-19](/com/investigacio/docs/estudis-articles-covid-19/)
[Research pitches](/com/investigacio/research-pitches/)
[The Conversation](/com/investigacio/docs/the-conversation/)
[UJI Divulga (Onda Cero)](/com/investigacio/docs/uji-divulga-onda-cero/)
[Scientific vocabulary](/com/investigacio/docs/vocabulari-cientific/)

Projects and studies

[Projects and studies](/serveis/scp/ucc/projectes/)

Resources of interest

[Divulgateca](http://www.divulgateca.es)

External networks

[CRUE](https://www.crue.org/)
[FECYT](https://www.fecyt.es/es/info/que-son)
[RUVID](https://ruvid.org/)



Useful links

[University card](http://www.carnet.uji.es/)

[Multimedia catalogue](http://jecom.uji.es/)

[University press](/serveis/scp/publ/)

[Web map](//www.uji.es/mapa/)

[Educational model](//www.uji.es/institucional/estrategia/modeleducatiu/)

[Language Observatory](/serveis/ol/)

[Open Knowledge Portal](/serveis/cd/bib/pco/)

[UJI shop](http://www.tenda.uji.es/)

[Security and privacy center](https://www.uji.es/organs/ouag/sg/docs/politiques/gen/)
|
[Website legal notice](https://www.uji.es/comu/avislegal/avislegalicondicions/)
|
[Accessibility policy](https://www.uji.es/serveis/ura/base/accessibilitat/)

Information and queries:
[UJI suggestion box](/comu/forms/bustia)

Universitat Jaume I CIF: Q-6250003-H Av. Vicent Sos Baynat, s/n 12071
Castellón de la Plana,
España

Tel.: +34 964 72 80 00