O uso da tecnologia NFT para promover itens colecionáveis digitais: uma análise de consumo no jogo Axie Infinity

Abstract

The theme of the present work is the selling promotion through the use of NFTs along with the realization of analysis of the consumption of the game Axie Infinity. where the problem is understanding how the usage of the NFT technologie promote collectible digital items through the Axie Infinity game. As a general goal, we look for understand the promotion of the collectable digital items thru the usage of the NFT technology inside of the game, and in other specific goals, we search for: a)identify who`s the user that play Axie Infinity; b) identify what is the NFT technology on the player perspective; c) identify how NFT technology promote items inside of the game; d) identify the main factors that provide to the user, the acquisition of collectable items. The subjects presented in the topics of this research range from the creation of the internet as a communication tool, marketing relations for connected consumers, sales promotion in the digital environment, consumer relations and loyalty, the term Blockchain until the digital game Axie Infinity. The methodology used is exploratory qualitative, with the use of techniques such as literature review and in-depth interview. The main results obtained in this research were the following: regarding the user profile it is observed that the Axie Infinity players interviewed represent, in their majority, a male audience aged 27 to 30 years old, who work in technology and communication areas, and these players do not know about NFT and Blockchain technologies. The players perceive the use of NFT technology within the game through publications made by the game's Twitter and its main form of promotion is monetization, both players acquire digital collectible items of the game through digital wallets such as Metamask and Ronin and it is observed throughout the research that the consumption of these collectible items (exclusive or limited) are acquired by the search for a quality of life and / or the relationship of status and identity within the gamer community.