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Branded content a elektroniczna rozrywka – promocja i budowanie marki w grach reklamowych

100%
Chojnacki M. M.
Homo Ludens
|
2015
|
issue 2(8)
22-32
PL
Dzisiejsze kampanie reklamowe wykraczają poza billboardy widoczne na ulicach czy spoty wyświetlane w telewizji. Coraz częściej firmy odpowiedzialne za popularne marki w celu zaprezentowania swoich produktów sięgają po medium gier komputerowych, traktując je jako atrakcyjną formę promocji sprzedawanych dóbr. Takie rozwiązania wychodzą nierzadko poza typowy product placement oferując swoim odbiorcom wysokiej jakości produkcje, a nawet całe systemy transmedialne. Branded content to strategia obecna w elektronicznej rozrywce już od pewnego czasu, dlatego możną ją analizować koncentrując się na projektowaniu unikalnego doświadczenia kojarzonego z konkretnym produktem i budowaniu więzi konsumenta z marką poprzez kontakt z grą.
EN
Nowadays advertising campaigns are more than just billboards in the streets or TV commercials. Frequently, the companies responsible for popular brands use the video game medium, treating it as an attractive way of promoting their goods. Such solutions often go beyond typical product placement by offering its customers high-quality productions and even entire transmedia systems. Branded content is a strategy that has been present for some time in electronic entertainment, so it may be analyzed by focusing on designing a unique experience associated with a particular product and building consumer relationships with a brand through contact with the game.
2
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„Flâneur” w piaskownicy – o doświadczeniu nawigowalnej przestrzeni w grach komputerowych

100%
Chojnacki M. M., Uniwersytet Łódzki W. F., mgr Marcin M. Chojnacki – doktorant w Katedrze Mediów i Kultury Audiowizualnej Uniwersytetu Łódzkiego; założyciel projektu Grakademia p. n. o. p. s. n. g. k. o. s. j. c. r. p. Ś. p.
Replay. The Polish Journal of Game Studies
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2014
|
vol. 01
EN
Spatiality of computer games is one of the most important features that affect the way they are received by the players. That is why it becomes a common subject of discussion among researchers involved in analyzing the properties of the medium. In this essay I will describe some aspects that may affect the player’s experience of being in an interactive environment. I will consider if it is possible to find joy in navigation through open world games and try to answer the question of whether the definition of flâneur can be applied to characterize the role of the player focused on strolling along the game world.
3
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CZY TO JESZCZE SZTUKA CZY JUŻ GRA? Przenikanie estetyki oraz mechaniki gier wideo do sztuki interaktywnej

63%
Staszenko D., Chojnacki M. M.
DYSKURS: Pismo Naukowo-Artystyczne ASP we Wrocławiu
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2016
|
vol. 22
70-81
EN
Dominika Staszenko, Marcin M. Chojnacki Is it Still Art or Already Game? The Penetration of Aesthetics and Mechanics of Video Games to Interactive Art In our article, we look at the work inspired by the medium, and the culture of video games. We analyze the specifics of contact with the electronic entertainment in a completely new context as considered by the producers of games. We make a brief characterization of the selected projects in the area of interactive art, aesthetics, mechanics or iconography drawn from the popular digital games. We also analyze interesting analog representations and solutions connected with certain ludic or thematic video games in the context of practices affecting the perception of the medium, as well as assessing its ‘maturity’ and the impact on today’s pop culture. We concentrate on the issue of tangible and intangible disposits which we consider significant in the context of art inspired by new media.
4
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What Will Be the Future of the Past? Report from ARCHIVES OF/FOR THE FUTURE The NECS 2015 Conference

63%
Chojnacki M. M., Staszenko D., University of Lodz
Replay. The Polish Journal of Game Studies
|
2015
|
vol. 02
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