Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example
This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, st...
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doaj-02b575da0c424c8b938479431cac24ac2021-02-18T10:42:57ZengEDP SciencesE3S Web of Conferences2267-12422021-01-012350302810.1051/e3sconf/202123503028e3sconf_netid2021_03028Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an ExampleShen Dantong0School of Management and Economics The Chinese University of Hong KongThis paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend.https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/11/e3sconf_netid2021_03028.pdf |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Shen Dantong |
spellingShingle |
Shen Dantong Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example E3S Web of Conferences |
author_facet |
Shen Dantong |
author_sort |
Shen Dantong |
title |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example |
title_short |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example |
title_full |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example |
title_fullStr |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example |
title_full_unstemmed |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example |
title_sort |
analysis on marketing strategies of tencent games—take honor of kings as an example |
publisher |
EDP Sciences |
series |
E3S Web of Conferences |
issn |
2267-1242 |
publishDate |
2021-01-01 |
description |
This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend. |
url |
https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/11/e3sconf_netid2021_03028.pdf |
work_keys_str_mv |
AT shendantong analysisonmarketingstrategiesoftencentgamestakehonorofkingsasanexample |
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