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Tesis Profesional Que Para Obtener El Título De: Licenciatura En Administración Y Mercadotecnia

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Tesis Profesional Que Para Obtener El Título De: Licenciatura En Administración Y Mercadotecnia ESCUELA DE CIENCIAS ECONÓMICAS Y EMPRESARIALES LICENCIATURA EN ADMINISTRACIÓN Y MERCADOTECNIA INCORPORADA A LA SECRETARÍA DE EDUCACIÓN PÚBLICA RVOE 934496 “EL IN-GAME ADVERTISING COMO UNA FORMA DE POSICIONAR LA MARCA DENTRO DEL MERCADO MEXICANO DE VIDEOJUGADORES” TESIS PROFESIONAL QUE PARA OBTENER EL TÍTULO DE: LICENCIATURA EN ADMINISTRACIÓN Y MERCADOTECNIA PRESENTA: JOSÉ REYNALDO OJEDA CASTILLO DIRECTOR DE LA TESIS: MTRA. MARÍA AZUCENA PÉREZ CASCAJARES MÉXICO, D.F. 2013 AGRADECIMIENTOS El simple aleteo de una mariposa puede cambiar el mundo y en este momento en el que me gustaría agradecer a toda la gente que me ha acompañado en este proceso universitario me doy cuenta que el Efecto Mariposa es real. Si no fuera por el consejo de mis profesores desde la primaria, por las sabias palabras de mi familia o siquiera por los comentarios de mis amigos desde la infancia, seguramente yo no estaría escribiendo esto, tal vez no hubiese estudiado la carrera de Mercadotecnia y seguramente jamás hubiera atravesado la puerta de la Universidad Panamericana. Es por eso que tratar de reconocer a todas las personas con las que he compartido el arduo camino hasta el final de esta investigación me resulta una tarea imposible por lo que trataré de hacer esta pequeña pre introducción lo más directa posible, y aunque tal vez no sea una tarea que pueda lograr, sé que tendré que dejar de lado a muchas personas que me han ayudado a ser quien soy y por ello sólo por ser o haber sido parte de mi vida te agradezco aunque no pueda escribir tu nombre en estas páginas. Sin más, me gustaría entrar de lleno a esta reflexión comenzando por la principal causante de que yo sea quien soy y haya logrado terminar la carrera, es decir mi mamá. Gracias por tu apoyo, por tus enseñanzas y tu paciencia, porque aunque en estos cuatro años prácticamente sólo te vi en las noches que regresaba de trabajar y estudiar, siempre estuviste a mi lado y me diste más lecciones de las que cualquier profesor jamás hubiese podido transmitir en una materia como por ejemplo a disfrutar la vida sin importar los retos que esta te presente. Inmediatamente después de ella tengo que agradecer a mis hermanas, María José y Ana Guiomar, por siempre ser un soporte en estos duros años, así como a mi abuela Gloria por ser quien nos ha dado estabilidad en este largo camino y a mi papá, quien hace 22 años no sólo sacó una consola de videojuegos del armario para regalarme una pasión, sino que sin saberlo me obsequió un trabajo de tesis. Gracias también a toda esa gente maravillosa que de una u otra forma me ha guiado hasta aquí como Ale por permitirme estar a su lado en todo momento y ser una de mis más grandes alegrías; Gaby, Juan Carlos, Carla y mi nana Celestina por ser mi familia no sanguínea; mis tías Elvia, Mar y Claudia por siempre tener una mano para levantarme; mi tío Roberto quien literalmente me dio la oportunidad de estudiar aquí; y a mi tía Maite quien me obsequió los libros que dan forma a este trabajo. Del mismo modo es mi deber mencionar a la Maestra María Azucena Pérez con quien durante casi dos años estuve dando forma a este trabajo y no tengo palabras para agradecer la entrega que puso en el mismo con sus consejos, correcciones y aportaciones que lo han convertido en uno de mis mayores orgullos. Igualmente quiero agradecer al Doctor Mario Luis Cortés quien no sólo puso el sello final al trabajo con su revisión, sino que fue el director del grupo de profesores compuesto por grandes seres humanos como Magnolia Reyes, Gerardo González, Alfonso Delint, Iñigo Fernández, Pilar Costal, Jehova Rodríguez o Mariana Garduño que compartieron conmigo aquellos conocimientos que hacen a un licenciado en Mercadotecnia. Y aunque tal vez debería cortar esta introducción, me es imposible no agradecer a quienes durante cuatro años fueron mi familia de día, noche y hasta fines de semana, es decir, mis compañeros del área de Relaciones Públicas. Gracias al licenciado Ricardo Meneses, Kimico Sakaguchi y Graciela Femenías por darme el apoyo que requería para estudiar en esta prestigiada universidad y gracias a mis amigos Karen, Christian, Lourdes, Eric, Fany, Luis, Sofi, Alex, Ana Luisa, Enrique…y los más de cien compañeros con los que pude convivir y aprender cada día dentro de las paredes de Mixcoac, sobretodo a Alfonso Ganem, quien ha sido la verdadera inspiración detrás de este trabajo y a quien de todo corazón le doy gracias por este regalo que ha sido trabajar en una tesis. También me gustaría mencionar a esas personas que con su amistad dieron cierto sentido a este tiempo en las aulas como Francisco, Diego, José Carlos, Misael, Ernesto y el resto del grupo MA, y también a los que le dieron fuera de las mismas como Víctor, Dann, Rodrigo, Jimena, Paco y Fabián. Gracias a todos y cada uno por estar siempre cuando necesitaba de ustedes. Y finalmente no puedo dejar de agradecer a Alejandro Saldivar, Leonardo Cervantes, Nacho Gurza y el resto de la agencia VSC que me permitieron compartir seis meses dentro de la industria del videojuego que resultaron fundamentales para mi investigación, así como a la agencia De la Riva por permitirme ocupar sus conocimientos para concluir la misma. Gracias de nueva cuenta a todos y espero que este trabajo sea de su agrado porque sin quererlo son parte fundamental del mismo. ÍNDICE INTRODUCCIÓN i CAPÍTULO 1. MARKETING: TEORÍA DE HOY, RETOS DE MAÑANA ............... 1 1.1 Las marcas .................................................................................................... 4 1.2 Comunicación Integral de Marca .................................................................. 14 1.3 Publicidad .................................................................................................... 21 1.4 Obligaciones del marketing y la publicidad hoy en día ................................. 27 1.4.1 Marketing y Responsabilidad Social ...................................................... 27 1.4.2 Branding Sensorial ................................................................................. 30 1.4.3 Experiential Marketing ........................................................................... 32 CAPÍTULO 2. VIDEOJUEGOS: EL NEGOCIO DEL FUTURO, HOY ................... 36 2.1 Historia de los videojuegos .......................................................................... 38 2.2 La industria al día de hoy ............................................................................. 46 2.2.1 Microsoft ................................................................................................ 51 2.2.2 Nintendo ................................................................................................ 53 2.2.3 Sony ....................................................................................................... 56 2.3 Géneros de juego ......................................................................................... 57 2.3.1 Square Games ....................................................................................... 58 2.3.2 Active Games ........................................................................................ 58 2.3.3 Community Games ................................................................................ 59 2.3.4 Conflict Games ...................................................................................... 59 2.3.5 Civilization Games ................................................................................. 59 2.3.6 Reality Games ....................................................................................... 60 2.4 Tendencias del mercado .............................................................................. 60 2.4.1 Jugadores casuales ............................................................................... 61 2.4.2 Jugadores en línea ................................................................................ 70 2.4.3 Redes Sociales ...................................................................................... 72 2.4.4 Gamification ........................................................................................... 73 2.4.5 Otros ...................................................................................................... 76 2.5 El mercado mexicano ................................................................................... 78 CAPÍTULO 3. VIDEOJUGADORES MEXICANOS ............................................... 83 3.1 El México de hoy, cuna de videojugadores .................................................. 86 3.1.1 Inseguridad ............................................................................................ 87 3.1.2 Pirámide poblacional .............................................................................. 89 3.1.3 Ninis ....................................................................................................... 90 3.2 Perfil del jugador mexicano .......................................................................... 91 3.2.1 Perfil del jugador por el medio VALS ..................................................... 91 3.2.2 Perfil del jugador a través de sus conductas de juego ........................... 95 3.3 El gasto del videojugador mexicano ........................................................... 102 CAPÍTULO 4. IN-GAME ADVERTISING: LOS VIDEOJUEGOS COMO MEDIO DE COMUNICACIÓN DE MARCA ........................................................................... 104 4.1 La publicidad dentro del juego ................................................................... 108 4.2 In-Game Advertising
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