Abstract
As an entertainment product with outstanding cultural and commercial attributes, mobile games have penetrated the lives of the new generation of youth and are significant in contemporary China. However, features within the two fields are relatively independent in most research discussions. As the core elements of the industry, the interaction and collaboration between game marketing and player identity construction do not seem to be a popular topic among mainstream researchers. Therefore, this essay tends to extend an infrequent angle with two mobile games with the highest popularity in present China: Honor of Kings and PUBG, and conduct combined theoretical research around the relationship between the game industry chain and the shaping of player identity. Based on the related theories of game marketing structure, the article will research under the standard marketing models of promotional strategies, game mechanics, and player retention. Through the deconstruction and analysis of actual cases, this article demonstrates the marketing processes possess with complementary relationship to the construction of player identity. Such promotion exists in a series of game cultural industry links comprise promotional strategies, engagements during gaming, and user retention, which generates revenue while continuously consolidating the identity recognition among users and player communities.
Highlights
The market data has confirmed that video games are an economic driver of the media and entertainment industry
The necessary social activities in the game process offered by online games have partially filled the social desire of contemporary teenagers and young adults [44]
Based on the theoretical topics argument section on essential stages of game marketing by Hamari and Lehdonvirta [15], the research will split into three sections: promotional strategies, interaction design/game mechanics, and player retention
Summary
As one of the leading developing countries, the rapid development and changes at the industrial level have brought about many incredible changes in China. Online multiplayer games are often a rich source of complex social interactions [36]. With the industrial developments in serious of fundamental aspects, topics such as the internal changes of game players and the impact of the social level, especially the youth, have attracted increasing public opinion attention. The essay will explore and discuss the positive effects and promotion effects of game marketing strategies and mechanisms as the core part of marketing on the process of player identity and community building. Through the potential user attraction at the front end of the industry chain, the social interaction in the gaming process to loyalty cultivation. Based on the theoretical topics argument section on essential stages of game marketing by Hamari and Lehdonvirta [15], the research will split into three sections: promotional strategies, interaction design/game mechanics, and player retention. After the conclusion, the author will discuss the development prospects of mobile games within the Chinese market and suggestions for future research directions
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