The aim of this thesis was to increase understanding of King company success in the social mobile game industry by asking the question: How does a company manage to organize the innovation work in successful casual games within social mobile gaming industry? In order to answer it, we conducted a case study research with secondary data in which we examined the company to discover the elements that contribute to this success, despite a lack of research in how these kind of companies build their business model and strategies, highlighting the players' behaviour. Our findings conclude it is possible to success in social mobile game industry using incremental innovation in different aspects: games design, implementation of the games, and in the business model.  By applying this innovation, with a good viral strategy and giving the player the decision to play by free or purchasing virtual goods, King has been able to become the largest developer game company on Facebook.

El presente trabajo analiza los factores que influencian la viralización de las fake news en Twitter durante la pandemia por Covid-19. En la actualidad, por la pandemia generada por el Covid-19, las fake news han sido tema de viralización en redes sociales. Por un lado, el coronavirus al ser una enfermedad nueva, ha sido utilizada para la creación de noticias falsas, ya que aún no hay información concreta y veraz por lo que es fácil crear y especular rumores. Por otro lado, ha salido de nuevo a la vista las fake news, ya que el uso de la internet ha generado que este fenómeno se vuelva más viral y tome relevancia en la actualidad, además de que por la pandemia muchas personas han tenido que cambiar su vida “normal” por una “virtual”. Las Fake News es un término que se le da a las noticias falsas que provocan alarma y desinformación en las personas, añadiendo que son más propensas a iniciar en internet. Lo que esta investigación busca a través de un análisis de contenido es hallar los factores que influyen en estas noticias y el porqué de su viralización. Asimismo, se seleccionarán tweets de Twitter que utilicen el hashtag #YoNoMeVacuno para entender a los usuarios de esta plataforma y ver los efectos de la viralización de Fake news en esta red social. / The present work analyzes the factors that influence the viralization of fake news on Twitter during the Covid-19 pandemic. Currently, due to the pandemic generated by Covid-19, fake news has been the subject of viralization on social networks. On the one hand, the coronavirus, being a new disease, has been used to create false news, since there is still no concrete and truthful information, so it is easy to create and speculate rumors. On the other hand, the fake news has come out again, since the use of the internet has caused this phenomenon to become more viral and become relevant today, in addition to the fact that due to the pandemic many people have had to change their "normal" life for a "virtual" one. Fake News is a term given to this news that causes alarm and misinformation in people, adding that they are more likely to start on the internet. What this research seeks through a content analysis is to find the factors that influence this news and the reason for its viralization. Likewise, Twitter tweets that use the hashtag #YoNoMeVacuno will be selected to understand the users of this social network and see the effects caused by the viralization of Fake news on this platform. / Trabajo de investigación