Study on Construct Player Identity and Support the Development of Game Community of "Honor of Kings" and "PUBG"
DOI:
https://doi.org/10.54691/bcpbm.v17i.412Keywords:
Game Culture; Game Marketing; User Engagement; Identity Construction.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.
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