Ponderações sobre inserção de marca: o RPG de mesa como uma mídia publicitária

Abstract

The current scenario of advertising, be it in Brasil or in the exterior, finds itself before a challenging question: how to maintain the advertising contente relevant and effective among the large diversity of materials available for consumption by the diverse audiences? One of the possible answers is the investment in brand insertion efforts in media not yet explored and that allows a more organic contact with the consumer, far from the market supersaturation. Na opportunity within the alternative medias field is the Tabletop Role-Playing Game (RPG), a type of entertainment accomplished by theconsumers directly in the form of a game and that, until the presente moment, is not massively used as advertising media. The current work seeks to study the panorama of brand insertion within TabletopRPGs, discovering insertion methods, rules to be followed, gaps to take advantage and a possible general organization of this content, generating na initial understanding as to how a brand could interact with a player in the most effective way possible.