The Use of Celebrities in Video Game Promotion through the Lens of Symbolic Interactionism

Student: Artur Brykin

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2024

In modern gaming industry, companies implement celebrities in games and promotion campaigns. The main question, which requires the answer: how do the audience of gamers perceive such figures in games and communication with developers. The goal of this study is to investigate the key criteria, which motivates gamers in terms of choosing and playing games, which are promoted with the usage of celebrities. The methodology, which is based on obtaining the interviews, will provide the current research with practical recommendations for gaming companies.

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