Lecture Notes in Education
Psychology and Public Media

The Application of Integrated Marketing Communication in the Marketing of the Game Industry

Author

Yifan Wang * 1

1 School of Journalism and Communication, Shandong Normal University

Corresponding Author

Yifan Wang

Keywords

integrated marketing communication, 4C, mobile games, 4P

Abstract

The mobile game market in China is growing fastly in recent years. Among all the mobile games, a game operated by Tencent called Arena Of Valor is a typical and most profitable one. This paper studies the integrated marketing communication strategies during the selling period of a skin called Bai HuZhi as the example. The study analyzes the marketing strategies of the Arena Of Valor from the 4Cs’ perspective, which includes customer, cost, convenience, and communication. The study investigates how game companies should play a role in marketing, and tries to provide reference for other similar companies.

Citation

Yifan Wang. The Application of Integrated Marketing Communication in the Marketing of the Game Industry. LNEP (2021) LNEP ICEIPI 2021: 212-218. DOI: 10.54254/lnep.iceipi.2021201.

References

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[7]: Gu Congdong, Zhang Rufang. Keywords: consumer behavior patterns, mobile game marketing strategies, taking the example of Arena Of Valor , investment cooperation. 2021, (01): 8-9;

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