Jogos digitais são “do bem” ou “do mal”? : uma análise sobre a parceria entre o Fortnite e a Lego

Abstract

The objective of this research was to analyze the partnership between Fortnite and LEGO, investigating its advertising implications, violence in games and the adequacy of age ratings, seeking to understand whether these games are truly appropriate for young audiences. The consumption of digital media by children and adolescents, especially digital games, has grown considerably in recent decades. Games that offer immersive and social experiences, such as Fortnite, have become an important component of children's and young people's daily lives. The research focuses on games such as Fortnite and LEGO, which represent different generations and styles of games. The attraction for these games goes beyond entertainment, involving elements such as character customization, exploration of open worlds, rewards and challenges, as well as social interactions through chats and real-time games. In the case of Fortnite, launched in 2017, the game mixes battles and construction, in addition to constant updates and partnerships with brands such as LEGO, which maintains its relevance. It was found that the partnership between a traditionally children's toy brand like Lego, even with its expanding audience, and a game with elements of violence like Fortnite, highlights the need to understand the strategies that the game uses to create a safe environment. In this study, the focus was to analyze this advertising partnership between the game Fortnite and the company Lego, and its relationship with violence in this children's entertainment. The changes that made it possible to develop a new game mode within the well-known Fortnite were analyzed. The objective was to highlight the modifications that made the game less violent and how this change would fit into the brand positioning between the companies.