Abstract
This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend.
Highlights
In the 21st century, with the rapid popularization and innovation of electronic products, more and more video games have penetrated into people’s lives
Based on the same theme, namely the intellectual property (IP), a game can be transformed into movies, comics or even theme parks
The creation and design of intellectual property can expand the mature stage of a game and the lifetime of the game
Summary
In the 21st century, with the rapid popularization and innovation of electronic products, more and more video games have penetrated into people’s lives. Annual online games revenue of Tencent in the past ten years. People may click on game apps at any fragmented time when they are on buses or during class breaks. It is a crucial task for game companies to promote their games, people will subconsciously choose their games in an instant. 1) Summarize the excellent marketing strategies of Tencent Games and use them as reference for other companies or fields. 3) To see how marketing on games brings the whole company more revenue. The research on this topic is practical and concrete. There is a case study of the success of Honor of Kings, which is one of the most profitable and successful game IP of Tencent in recent years
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