Research On MMORPG Game Communication Strategy

With the rapid development of the Internet and the continuous advancement of technology,the Internet infrastructure has gradually improved,and the number of Internet users has also increased dramatically.Thanks to the rapid increase in the number of Internet users,China's online game industry has shown rapid development,and the size of online game users has continued to expand.The game industry has achieved leapfrog development,achieved remarkable achievements,and has become an important tool for entertainment and entertainment in people's daily lives.It is not easy for game developers and game operators to stand out and gain a place in the highly competitive game market.In addition to making the game screens better,the game plot attractive,and the game system more complete,it is more important to adopt appropriate communication strategies for marketing and communication of game products.Excellent game products and appropriate communication strategies can make it survive in the fiercely competitive market of the game industry.MMORPG(Massively Multiplayer Online Role Playing Game)is a massively multiplayer online role-playing game.This article selects Fantasy Westward Journey Online as an example,which is one of the most representative domestic MMORPGs.It is independently developed and operated by NetEase.An MMORPG and turn-based online game,the game timeline is in the Tang Dynasty,and the background of the game is one of China's four famous books "Jour ney to the West".According to the agricultural product life cycle theory,the development process is divided into four periods: introduction period,growth period,maturity period,and decline period.It is concluded that Fantasy Westward Journey has role-playing,social interaction,cultural heritage,and virtual community.Four characteristics of sex.Based on the "5W" model and the "Use and Satisfaction" theory,combined with the literature analysis method and case analysis method,by analyzing the main body,content,channels,audience and the satisfaction that the audience obtained from the game in "Fantasy Westward J ourney",summarize it Summarize the reasons why it can operate since 2003 and still have a certain degree of competitiveness.The first is because of the advantages of the game itself,including the design blueprint of "Journey to the West",which has a wide popularity;the role image of the Q version,A distinctive character;a complete economic system for the game;constantly updating gameplay and content,and creating the classic IP of "Fantasy Westward Journey".The second is because of the diversification of communication channels,in cluding both traditional media and emerging media.The third is because the game focuses on social gameplay,and the user is highly sticky.Turn-based game battle mode and perfect social system provide reality and possibility for its main social gameplay.The fourth is because the precise game spokesperson chooses."Dream Westward Journey" has the following deficiencies in the dissemi nation process.First,the content of the communication cannotmeet the needs of players;second,the effect of the communication fails to meet expectations;third,the lack of word-of-mouth communication for the game;fourth,the loss of old players and insufficient new players;fifth,the lack of cross-border cooperation with other industries.At last,I summarized some experiences and lessons,hoping to put forward some constructive suggestions for the marketing and communication of domestic MMORPG games.The first is to improve the competitiveness of game products,including making exquisite game scene pictures,diversified gameplay methods,novel and interesting game plots,and innovating game content gameplay to keep players fresh and mysterious about the game.The second is to understand the real needs of players and meet the diverse needs of players.Players are the essence of the game.The number of simultan eous online players in a game determines the enthusiasm of a game,and also determines the revenue and profits obtained by game development operators.Therefore,it is necessary to understand the real needs of players through market research,questionnaires,etc.,and to introduce new innovations in gameplay and game content to meet the growing diversified needs of players in order to make products competitive in the game market.Continue the life cycle of game products.Third,online and offline channels should be used to promote game products.Fourth,cross-border cooperation between game products and other in dustries should be strengthened.By looking for non-gaming industry partners,you can leverage the synergies of different types of brands.The essence of cross-border cooperation is to enable multiple brands to interpret the same user characteristics from different perspectives.Fifth,we should take the road of branding and IP operation.Only by insisting on brand as the core means of competition and brand building throughout the entire development process of the game industry chain,can we adapt to the changing market environment and increasingly fierce market competition.Through the branding of game products,we can create market competitiveness and market share.And market reputation of China's leading game products.This article uses the game "Fantasy Westward Journey" as a case to explore the most effective and practical communication strategy in MMORPG game marketing and communication,with a view to providing reference value and practical significance for the domestic MMORPG game's communication and promotion.