A Study of Marketing Strategies Applicable to the Chinese Game Market

DOI

10.2991/978-94-6239-801-6_113How to use a DOI?

Keywords

Chinese Gaming Market; Development Strategies; IP Derivatives; Transmedia Storytelling

Abstract

As the Internet becomes commonplace in the world, games have come to grab some form of attention of the people. The gaming market in China has taken an upslope trajectory to evolve compared to most of the foreign markets, and the studies in this field are not adequate. As such, there is need to determine the right development approaches to the Chinese gaming market. Based on an extensive stock of analytical reports relating to the transmedia and IP derivative strategies of Pokémon and God of War which are flagship IPs by Nintendo and Sony respectively, the current study identified differences and similarities between the two types of games to provide suitable marketing strategies as well as understanding the logic behind successful game marketing processes and this was applied to provide guidance information on the optimization of marketing strategies to be used in the Chinese gaming landscape. The results showed that in case of games where the barriers of entry are low and the popularity wide-spread, the focus should be on growing the user-base and generally improving the extent of touchpoints. In terms of niche, high quality games the emphasis needs to be on attaining outstanding narrative depth and complexity. In any type of game, successful IPs are usually of high quality, create strong emotional appeal to the players, and increase player loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yuhan Yan
PY  - 2026
DA  - 2026/10/23
TI  - A Study of Marketing Strategies Applicable to the Chinese Game Market
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1089
EP  - 1098
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_113
DO  - 10.2991/978-94-6239-801-6_113
ID  - Yan2026
ER  -