A Study Of Mobile Game Honor Of Kings:Its Cultural Innovation And Marketing Strategies

In recent years,the importance of games in people's daily lives and the country's economic and industrial structure has continued to grow.According to the China Games industry report for the first quarter of 2019 released by IDC(Internet Data Center)and the China Gaming Industry Commission,china's gaming market reached 58.44 billion yuan,up 5.1 percent from the previous quarter.Mobile gaming accounts for 64.6% of China's gaming market segment,while other categories such as client games,web games and Console Games have seen their share of the market shrink,it can be seen that the audience on the mobile phone client-side game of the degree of liking increased significantly.Honor of Kings,since its launch in 2015 as a mobile client game,the production team has used its unique design and innovation in game content and traditional culture,it's a game changer for the entire Chinese game market.The author takes the adaptation of historical figures and place names by mobile game the Honor of Kings as the research background of the paper,based on new facts about game creation,and adopts the "virtual" ethnography and the participation-observation research method,whether or not it has a key effect on the audience's historical perception.At the same time,in the process of cultural transmission,the Social Storm caused by Honor of Kings,the marketing strategy of tencent game company such as alliance between giants and flexible production,the symbolization of game characters and the trend of virtual game personification are all worthy of my study.Although the game falsifies the history of this behavior is not correct,but it can not be denied that it deepens the user's historical memory and cultural self-confidence,after all,in modern society when talking about the DongHuang Taiyi,few people know that he came from Qu Yuan's nine songs.The thesis is composed of three parts: the first chapter will sort out the development history of the game "Honor of Kings",which is a Moba game and role-playing game,this chapter will mainly analyze the growth of these two types of game,and put the final destination on "Honor of Kings".The second chapter will study from the angle of the game culture design,including the world view design,the character design and the place name design.The third chapter focuses on the analysis of the marketing strategy and communication effectiveness in the process of CulturalInnovation,and discusses what adjustments have been made in the production strategy to cater to the mainstream audience.