The Impact of Social Media Marketing on the Mobile Game Industry--Take Glory of the Kings as an Example

Abstract

Glory of the Kings is in a leading position in the mobile game industry, and its successful marketing strategy is worth learning from other mobile game manufacturers. This paper takes the marketing strategy of Glory of the Kings as an example to study how the mobile game industry should carry out more targeted marketing strategies according to the characteristics of different social media after the maturity of social media platforms. For social media with solid relationship characteristics, it is necessary to build a friend mechanism around the relationship link between users, strengthen the social attributes of games, enhance user stickiness, and carry out social marketing. For social media with weak relationship characteristics, marketing strategies closer to users should be adopted to stimulate users' interest and sense of participation, and interactive marketing should be conducted. Key opinion leaders should be utilized for content-heavy social media platforms to gain higher brand exposure and reach more target customers. It can also establish social media based on interest community, which can not only accumulate users but also feed back the game ontology and two-way drainage, complement each other to promote long-term operation and continue to expand the influence and possibility of game IP.