Las marcas juegan: Los videojuegos, “nuevos” medios comerciales

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Abstract
Video games are already a mainstream cultural product, especially among young people. This has not escaped the attention of brands and organizations, which have seen in video games a very interesting and interactive way of reaching new audiences in an original way. This paper analyzes the dominant forms of advertising in this new medium, as well as offering a historical perspective of the phenomenon, starting with its oldest roots, located in the 1970s. In addition, it delves into the structure of the sector, observing an interesting conglomerate of actors that shape this market and mold the opinion of consumers, who are highly exposed to a multitude of prescription sources that also show a significant impact on the sales of these products.

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