Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Business and Policy Studies

Series Vol. 10 , 13 September 2023


Open Access | Article

Analysis of Mobile Game Marketing Strategy - Taking “Honor of Kings” as an Example

Zichen Yang * 1
1 Jiaxiang Foreign Language School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 10, 102-105
Published 13 September 2023. © 13 September 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zichen Yang. Analysis of Mobile Game Marketing Strategy - Taking “Honor of Kings” as an Example. AEMPS (2023) Vol. 10: 102-105. DOI: 10.54254/2754-1169/10/20230440.

Abstract

With the development of mobile Internet technology and the upgrading of smart phones, the mobile game market has ushered in a huge space for development. If a mobile game wants to occupy a certain position in the highly competitive market and can develop for a long time, it is necessary to formulate an appropriate marketing Strategy. This paper takes "Honor of Kings" as the main research object, and combines the marketing theory to research and analyze the current marketing strategies of "Honor of Kings", in order to provide reference plans and improvement directions for the marketing strategies of mobile games. In general, strategy of “Honor of Kings” is based on interactive marketing, supplemented by others such as dissemination of live-broadcast platforms.

Keywords

mobile games, marketing strategy, Honor of Kings

References

1. 2021 Mobile Game Industry Research Report in China, Aurora Mobile, October 2021.

2. Francisco Rabolini, Mobile Insights Gaming Analyst, sensortower.com, May 2022.

3. Man Xu, Marketing Strategy Analysis of Mobile Games, Modern Marketing(early), 2022, 154-156.

4. Chengqian He, Research on MOBA game character design and spreading strategy, 2019, 1-59.

5. Chongdong Gu Rufang Zhang, Research on Mobile Game Marketing Strategy Based on Consumer Behaviour Model, Marketing Quest (Management Edition), January 2021, 8-9.

6. Huya Live, www.huya.com.

7. Tianjiao Li, Marketing Strategy Analysis of Mobile Games, Education Reform Exploration, 2018, 125-129.

8. 2020 China Game Innovation and Development Trend Report, Gamma Data.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Business and Policy Studies
ISBN (Print)
978-1-915371-47-8
ISBN (Online)
978-1-915371-48-5
Published Date
13 September 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/10/20230440
Copyright
13 September 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated