Research On Customer Stickiness Of E-sports Mobile Games

In today’s society,sports industry has become an emerging economic growth entity cultivated and strongly supported by countries all over the world,and its wealth growth is the new favorite pursued by global commercial capital.Digital technology and sports are now integrated.After the birth of e-sports,people hope to achieve a higher level of spiritual enjoyment through sports.E-sports are more technical,team,competitive and entertainment,which are different from traditional sports and seize the consumer market.With the continuous deepening of e-sports industry’s influence on the national economy,its position and role in the consumer market have become increasingly important,and its industrial chain has been continuously improved.In the past ten years,the preferential national policies,the increase of capital investment and the change of social concepts have provided favorable soil for the development of domestic e-sports industry.In order to comprehensively promote the rapid development of e-sports industry in China,various forms of e-sports competitions are blooming like flowers,emerging in endlessly.With the gradual maturity of the e-sports industry,major game manufacturers also set up e-sports departments separately,reflecting the full attention to the e-sports industry.Because of its own huge development prospects,e-sports industry has become the focus of many capital attention.With the popularity of smart phones and the upgrading of performance,mobile games(hereinafter referred to as mobile game)e-sports market is sweeping,the number of mobile game users quickly exceeded PC game terminal.Many practitioners point out that with the development of mobile game,consumers can jump between different mobile games more frequently.Therefore,how to retain users and cultivate user stickiness is very important.With the mobile trend of e-sports,PC end users migrate to mobile end,and the development of mobile e-sports brings new development opportunities and challenges for mobile game economy.This study combines case analysis with empirical research,and analyzes the main factors affecting user stickiness in the context of e-sports of rival games based on customer value theory,immersion theory and relevant theories of user stickiness.It focuses on the factors that affect the stickiness of e-sports game consumers under the game environment with Chinese characteristics,such as game mode design and game experience of consumers.Based on the research conclusion and the current development status of mobile game e-sports market,this paper studies the specific behaviors of e-sports games-related consumers,so as to clarify the real needs of consumers and comprehensively enhance the main elements that are conducive to promoting user loyalty.On the other hand,obstacles should be improved so as to comprehensively guarantee high-quality products,stable and reasonable price positioning and better all-round services,so as to win more loyal consumers,improve market share and create unique core competitive advantages.