Brand–Player Interaction in Digital Games

This study examines the emotional, cognitive, and ethical dimensions of the relationship between brands and players, focusing on McDonald's Video Game, an anti-advergame developed by MolleIndustria. Using a qualitative research design, data were collected through focus group discussions with 14 university students experienced in digital gaming. Participants played the game and were then asked semi-structured questions about their perceptions of the brand and the game experience. The data were analyzed through content analysis to identify key themes and subthemes. Findings reveal that participants largely interpreted the game as a form of critical commentary carrying negative messages about McDonald's, highlighting issues such as hormone use in livestock, environmental destruction, corruption, and unethical production practices. Despite this negative tone, several participants emphasized the game's educational and awareness-raising qualities, noting that it fostered critical thinking about consumer culture.