Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)

<Previous Article In Volume
Next Article In Volume>

Research on the Marketing Strategy of Otome Games Based on China

Authors
Yiran Zhang1, *
1Nottingham University Business School China, University of Nottingham Ningbo China, Ningbo, Zhejiang, 315100, China
*Corresponding author. Email: biyyz169@nottingham.edu.cn
Corresponding Author
Yiran Zhang
Available Online 18 June 2026.
DOI
10.2991/978-2-38476-585-0_23How to use a DOI?
Keywords
Marketing strategy; Otome game; Emotional value
Abstract

In recent years, China’s female-oriented game market has experienced explosive growth, particularly in the otome game. However, traditional games often fail female players due to gender stereotypes and a lack of emotional depth, while even popular otome games face challenges like repetitive gameplay and predictable characters. This study examines the marketing strategies crucial for attracting this growing demographic within the Chinese otome game market. Combining case study analysis of the successful game Love and Deepspace with core theories, the study analyzes effective marketing practices. The findings show that an authentic emotional connection through deep character development is crucial, the user-generated contents act as powerful organic promotion, and the immersive technology must serve the narrative and companionship experience. The study concludes that sustainable success in the Chinese otome game market requires a player-centered approach. Marketers should prioritize genuine emotional value, utilize community cocreation, develop narrative-aligned crossovers, ensure high-quality merchandise, and foster participatory communities, moving beyond stereotypes and superficial tactics to build meaningful virtual bonds.

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)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
18 June 2026
ISBN
978-2-38476-585-0
ISSN
2352-5428
DOI
10.2991/978-2-38476-585-0_23How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Yiran Zhang
PY  - 2026
DA  - 2026/06/18
TI  - Research on the Marketing Strategy of Otome Games Based on China
BT  - Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
PB  - Atlantis Press
SP  - 193
EP  - 202
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-585-0_23
DO  - 10.2991/978-2-38476-585-0_23
ID  - Zhang2026
ER  -