The Benefits of Co-branding for Chinese Games Going Overseas

Yufei Hu; Yuyang Hu; Ruoxi Ren

doi:10.54691/bcpbm.v31i.2544

Authors

Yufei Hu
Yuyang Hu
Ruoxi Ren

DOI:

https://doi.org/10.54691/bcpbm.v31i.2544

Keywords:

Co-branding; Tencent; Gaming Abroad.

Abstract

With the popularity of 5G networks, China's game industry has seen unprecedented development prospects. For The Chinese game industry, the domestic market growth from growth to stable, the domestic demographic dividend temporarily came to an end, but the foreign game market is still a blue sea, Chinese game enterprises rely on the development of overseas game market to create profits and it has become the most effective way to maintain the sustainable growth of game income scale. The purpose of these study was to explore the joint launch of Player Unknown’s Battleground (PUBG) by Tencent in China and KRAFTON in Korea. The qualitative analysis and SWOT analysis were used in this paper. This research concluded that brand awareness, brand image and brand loyalty are interrelated. Besides, there was correlation between brand image and brand loyalty. Thus, by investing in overseas manufacturers, Tencent not only acquire game dealership rights but also introduce advanced research and development (R&D) technology from overseas to further improve its own R&D level. On this basis, Internet Protocol (IP) licensing opportunities obtained through investment cooperation will not only test the ability of self-research but also pave the way for Tencent to build its own matrix of games in all categories.

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