Research On The Mode Of Video Game Brand Value Co-Creation

Under the background of the booming video game industry,game marketing is in a state of chaos due to the influence of three factors: research and development cost,desire for making money,and flow anxiety.At the same time,relying on many partners to build an ecosystem and jointly create value is becoming the mainstream trend of enterprise development.This paper introduces the value co-creation theory into the field of game brand marketing for the first time.Under the background of media convergence and intelligent media,it conducts an in-depth study on the general mode of video game brand value co-creation,and puts forward specific suggestions on game brand marketing based on the research findings.Firstly,this paper systematically sorted out the research status of brand value,value co-creation and video game marketing at home and abroad,and accurately defined the three key concepts of brand value,value co-creation and game brand involved in this study.Secondly,the researcher went to the upstream and downstream enterprises of the video game industry chain such as Netease Game,Dou Yu Live Broadcast and Huawei Terminal for practice,and obtained a comprehensive grasp of the business,process,strategy and partners of the game enterprises through field investigation.Thirdly,this paper uses the multi-case study method to take All Within The boundaries,Honour of Kings and Onmyoji the three games' mode of video game brand value co-creation as the research objects,respectively analyzed the modes and refined the elements,and through double simplifying the strategy and execution found a feasible way to build the general mode of video game brand value co-creation beyond the specific game.Finally,according to this logic,this paper constructed the micro-interaction mode based on the minimal core ecosystem and the macro-interaction mode based on the integration of resource,sorted out and analyzed the interaction subjects,resources and paths.Research has found that the brand value of games is generated in interactions in the game brand value co-creation ecosystem,which are carried out at the micro and macro levels.The micro-interaction of game brand value is based on the direct interaction of the minimal core ecosystem,macro-interaction is an indirect interaction based on resource integration.The ecosystem of game brand value co-creation has 27 minimal core ecosystems,which can be classified into 4 ecosystems: game side,partner side,game KOL and audiences.Resources can be divided into five types: value proposition,capital,flow,experience,technology and law.By constructing the general mode of game brand value co-creation,it is found that the core competitiveness of game brand lies in manufacturing experience.Experience and flow are the original resources in the game brand value co-creation ecosystem.Capital resource flows in completely from the external ecosystem,then from the audience ecosystem to other ecosystems,finally out to the external ecosystem.This paper has extended the scope of value co-creation theory to game brand marketing field for the first time,and build up the general mode of video game brand value co-creation from scratch.It not only provides a new kind of theoretical resource for game brand marketing practice,and points out using the theory of value co-creation to integrate resources is the future development direction of game brand construction.