Research on Community Marketing of Online Games under the SICAS Model --Taking the Genshin Impact as an Example

Abstract

In recent years, the number of online game players has grown rapidly, the number of game brands has exploded, players have a wide range of choices, and the motivation to consume has become complicated from a single recreational pastime with strong social interaction. Unidirectional game brand promotion has already impressed consumers, and the community-based marketing model has been favoured by many game brands. It is necessary to explore more effective community marketing methods for game players for the development of game products. In view of this, this paper takes the typical representative of Genshin impact as an example and analyses the community marketing of Genshin impact based on the SICAS model applicable in the digital era. The author analyses the operation of the official and player-built communities of Genshin impact, and summarizes the advantageous features of its community marketing and the serious problems it faces. The study concludes that in the era of Internet social media, game communities need to satisfy the three characteristics of diversified content, rewarded discussion and strong interaction. The study also emphasises the official guidance rather than interference, so as to enhance the influence of community communication and the consumption desire of community users.