Abstract
This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend.
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1. Thomala L. L. Tencent annual online games revenue 2010-2019. 2020 [Online] Available, Retrieved on June 27, 2020, from https://www.statista.com/statistics/527280/tencent-annual-online-games-revenue/.
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