BEAVIS, C. It's the E-thing: World of Warcraft Meets Coke in China [online].

Screen
Education, No. 46, 2007: 122-127. Disponvel em: <http://search.informit.com.au.sci-
hub.cc/documentSummary;dn=806080376348494;res=IELHSS> ISSN: 1449-857X.
[Retirado em 16/12/16].

Qual o ponto? Os MMORPGs so um espao sedutor, porm pouco explorado, pela

indstria do marketing. Para abordar a questo, ela explora o conceito de
convergncia de Pool (1983)*. Ela se concentra particularmente na introduo
simultnea de dois produtos na China: a Coca-Cola e o MMORPG WoW, em 2005. Essa
convergncia envolveu a personalizao de garrafas de Coca-Cola de 600ml com
personagens de WoW.

Convergence facilitates the flow of content across the entire media system.2 While
convergences between video or computer games and other media forms blockbuster
films and book bestsellers such as the Lord of the Rings trilogy and the Harry Potter and
James Bond series are well established, the uses and opportunities of convergence
extend well beyond the cross platform adaptation of narrative. Media convergence
incorporates ownership, globalization, marketing, audience experience and the
translation of products across media forms (p. 123).

Players can explore identities, create friendships and relationships, and establish a
complete and separate space where trust and danger coexist, in ways experienced as
both fantastic and safe. Yet such worlds are not value free, nor separated from real life.
Ideologies implicit in the game (through its narrative roles and architecture, mythic
references and occasions for decision making and action) prestructure choices about
character building, orientations and allegiances amongst players, and drive towards
particular sets of values and moralities (p. 122).

*Pool was interested in the impact of convergence on political culture; I am more

interested in its impact on popular culture. (JENKINS, 2008: p. 12).