Abstract
The purpose of this article is to introduce King Pro League (KPL) in the Chinese E-sports industry and discuss its digital marketing strategies through case analysis. KPL was born in 2016, based on China’s most popular cell phone MOBA game, Glory of King, and also became the largest E-sports league in China. KPL reaches 73 billion views in 2020, while the Glory of King reaches 0.1 billion daily active players. The article reviews the E-sports background and growth in China in recent years, as well as the development and operation of KPL that makes it successful in the industry. This paper also reviewed KPL’s current digital marketing strategies in enhancing customer experiences through manipulation of match mechanisms, commercialization and collaboration with both short-term and long-term business partners, and acquiring customers based on the motivation of E-sports spectators. The author also concludes the original game's strengths and limitations, and reviews King Pro League's further potential.
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