Analysis of Marketing Mode and Current Situation of Major Chinese Game Manufacturers

Abstract

The mobile game industry is growing at a dramatic pace, and has been becoming more and more popular these years. Some of the successful mobile game products can have hundreds of millions of users. Because of the constantly changing environment of the mobile game industry, competition between mobile game manufacturers is incredibly fierce. The diversity of the newly developed advertising methods and new emerging channels build up the higher demands for the mobile game manufacturers. Under this complicated environment, effective marketing method and efficient managing strategy are crucial for the mobile game manufacturers. This article explains the concept of lean marketing and the background of the current situations of mobile game market and industry, and analyzes and compares the current major mobile game companies marketing methods, productions and their results. This article analyzes the mobile game companies actions in details and states their differences. This helps people to understand how the major mobile game manufacturers use lean marketing methods to clear users needs, match the exact user groups and optimize their feedbacks.