GAMES WITHOUT BORDERS: HOW VIDEO GAME ADVERTISING OVERCOMES CULTURAL BARRIERS IN BRICS

Abstract

The article examines video game advertising as a mechanism for overcoming cultural barriers, using case studies from the main BRICS countries (Brazil, Russia, India, China, South Africa). The relevance of the topic is determined by the globalization of the gaming industry and the need to consider cultural specifics when promoting games in different regional markets. The aim of the study is to analyse video game advertising strategies in BRICS countries and to identify how they facilitate intercultural dialogue and adapt content to local values. The following tasks are addressed: studying theoretical foundations of intercultural communication in advertising; comparative analysis of advertising strategy cases in each of the BRICS countries; and determining common principles and techniques that enable video game advertising to overcome cultural barriers. As a result of the analysis, it is shown that successful video game advertising campaigns in BRICS countries are based on principles of cultural adaptation (localizing language, symbols, and values) and the use of universal motifs understandable to a broad audience. This approach increases the acceptance of the advertising message by the local audience, creates an emotional connection with the game brand, and thereby reduces cultural barriers.