The use of video games as marketing tools to build lifestyle brands [El uso de videojuegos como herramientas de marketing para construir marcas de estilo de vida]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.487Keywords:
e-commerce, international trade, agreements on goodsAbstract
E-commerce in Ecuador is undergoing a digital transformation, driven by a threefold increase in electronic transactions between 2019 and 2023. The objective was to investigate how video games and gamification promote brands and create a lifestyle identity among consumers. The methodology employed a simple random sampling in Quito of video game and e-commerce consumers. The results show a high positive inclination, with more than 63% of participants perceiving the integration of brands in video games as an effective means of strengthening corporate identity. It was observed that perceived authenticity drives trust and strategic benefit. Notably, more than 71% showed a high intention to interact with brands that offer exclusive benefits in these playful environments. It is concluded that transparency and interactivity are essential pillars for the success of digital marketing in the Ecuadorian ecosystem, consolidating video games as a strategic vehicle for brand loyalty and experiential marketing.
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