Ao vivo do PS5: o papel da exclusividade no marketing dos games

Abstract

With more and more technological resources and new ways of playing available, video game manufacturers are always looking for the best ways to advertise and sell their products. One of the elements most explored by these companies is exclusivity, which generates value from games that are only available on specific devices. To investigate how exclusive titles can be used strategically in communication and marketing actions, this case study was constructed in three stages: 1) description of players consumption practices (BOURDIEU, 2008; CERTEAU, 1998; WILLIAMS, 2012); 2) review of marketing concepts (KOTLER, KELLER, 2018; TAKAHASHI, 2006; LORENZI, 2021) in the context of games; and 3) analysis of three initiatives from the “Live from PS5” advertising campaign. The article considers that focusing on the PlayStation 5's catalog of exclusive games added symbolic value to the console and that the campaign contributed to the increase in the volume of units sold in the first quarter of 2023.