Research On The Communication Mode Of Mobile Games Based On Players’ Sharing Behavior

2020 is a special year.The world is experiencing unprecedented changes and tests due to the new coronavirus epidemic.For the game industry,2020 is also a milestone year.During the epidemic,the lockdown measures of countries around the world have accelerated or even catalyzed the changes in the game market to a certain extent.The WHO has officially promoted video games as a recommended way of social activities during the COVID-19 pandemic.As a tool for entertainment,social interaction and stress release,games play an important role in modern society.According to the statistics of the Game Working Committee of the China Music and Digital Association,as of the first quarter of 2020,Chinese game users have reached 654 million,of which 650 million are mobile game users.More than half of the users’ mobile game acquisition method is friend recommendation,that is,allowing users to actively share is an improvement.The number of downloads of this product and the direct way to maximize commercial value.In this context,the article is based on the player’s game sharing behavior,and through the analysis of the Malezik’s system model,it is believed that the player’s sharing behavior is affected by two factors as a whole.On the one hand,the player,as an active individual,can choose independently.Whether to share or not,assumes the role of communicator.On the other hand,as a product carefully designed by a manufacturer,mobile games have many inducing mechanisms,which cause players to be a receiver role to a certain extent.Therefore,the article is divided into the study of players’ active sharing behavior path and the manufacturer’s inducing users.Sharing path research two major pieces of content,in order to explore the communication mode of mobile games.When studying the path of player sharing,the motivation theory was introduced on the basis of Malezik’s system model,and based on domestic and foreign literature,the scenarios and personal factors that affect players’ sharing behavior were summarized,and interviews were used to verify each variable.The six factors that have a significant impact on players’ sharing motivation patterns are altruism,self-expression,entertainment,social interaction,social identity,and image prestige;when studying the manufacturer’s induction sharing mechanism,through a typical case"Honor of Kings" analyzes and believes that it has technical induction,interaction induction,rule induction,reward induction and content induction,and shows that the player’s role is "passive","water military",causing social information pollution and social subject alienation and other disadvantages.Therefore,on the basis of describing the overall path of player sharing behavior,this article proposes an improvement strategy for the current situation of mobile game communication mode,hoping that it can build a player’s social circle,pay attention to player communication feedback,and carefully use the "player" role.On the whole,the article explores the current situation of mobile game communication mode through the analysis of the logic of both players and manufacturers.At the same time,it provides a more complete perspective for the study of sharing behavior.It also hopes to provide subsequent gamification marketing of other mobile Internet products.Ideas for reference.