Research On The Brand Communication Strategy Of "League Of Legends" From The Perspective Of Creative Communication

E-sports industry in China is entering a golden development,whether in the policy environment,capital,profit space or event operations,has a good performance.League of legends is a relatively well-developed project in China's e-sports industry.With its relatively well-developed experience,it can overcome the shortcomings in the development of other e-sports projects.By studying its development advantages,it can promote the scientific,comprehensive and sustainable development of e-sports in China,and then develop the e-sports culture with Chinese characteristics.This paper USES the content analysis method,takes league of legends as a typical case of e-sports brand,selects 12 official advertisements of league of legends from 2011 to 2020 through stratified sampling,conducts quantitative analysis through the scale,conducts text analysis on the contents that cannot be quantified,and then analyzes the brand development process of league of legends.Finally,through the creative communication theory,analyzes the communication channels of league of legends and 5 players who have been interviewed in a random in-depth way,draws conclusions through the analysis,and provides some Suggestions for the development trend of e-sports brand.