Animal Crossing et le placement produit. Vers de nouveaux horizons pour les marques

Sophie Renault

Revue française de gestion, 2022, vol. N° 305, issue 4, 11-34

Abstract: Since it was launched in 2020, Animal Crossing: New Horizons has been a great success. Aware of this popularity, several fashion brands are offering gamers the opportunity to download clothes into the video game. In a dynamic of empowerment, these particular form of product placement is ?voluntary? and not ?imposed?. Non-intrusive, these placement ?voluntary? is characterised by the fact that the player has complete freedom in the possible integration of elements representative of the brand universe. Through the study of the operation deployed by the brand Gémo we observe the specificities of these form of product placement and analyse the attitude of gamers.

Date: 2022
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