Storytelling em Marcas de Jogos: Análise da narrativa do trailer do jogo Genshin Impact no Brasil

Abstract

This study aims to analyze the storytelling strategies employed by the game Genshin Impact, developed by the Hoyoverse brand, through its launch trailer on YouTube. To achieve this objective, a bibliographic review was conducted based on authors such as Neumeier (2008), Keller and Machado (2006), Palacios and Terenzzo (2016), and Campbell (2007), discussing branding and storytelling concepts applied to the gaming universe (Salen & Zimmerman, 2012; Gutiérrez, 2019; Vigo, 2022). The trailer is approached as a touchpoint between the brand and its audience, drawing on the works of Iuva (2007) and Santos (2010). The bibliographic review was complemented by a filmic analysis of the Genshin Impact launch trailer through découpage. This analysis incorporates elements of cinematic language, such as shot composition, settings, costumes, dialogues, and soundtracks, alongside storytelling techniques analyzed through Miller's (2019) StoryBrand method. The results indicate that the trailer emphasizes the challenges players will face in the game, hinting at and providing clues about what each region entails, with a focus on conflicts. The trailer concludes with an open ending, suggesting a final battle that will determine the end of the player's journey.