Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

<Previous Article In Volume
Next Article In Volume>

Study on the Development Path of Chinese Otome Games

Authors
Yunxiao Fan1, *
1Zhongnan University of Economics and Law, School of Finance, Wuhan, China
*Corresponding author. Email: gloria2022@sina.com
Corresponding Author
Yunxiao Fan
Available Online 27 May 2025.
DOI
10.2991/978-94-6463-734-2_65How to use a DOI?
Keywords
Otome Games; Game Mechanics; Game Merchandise; Marketing Communication
Abstract

With the improvement of Chinese female purchasing power and status, otome games, as a genre that presents contemporary female intimate relationships, are occupying an increasingly large share of the gaming market. This paper studies the development path of otome games by analyzing three aspects: the operational models of the games, the sales and development of IP derivatives, and official marketing strategies. Small gift packs and limited-time card draw events promote in-game purchases. In the sale of IP derivatives, the official utilizes players’ emotional needs and vanity by categorizing players based on their spending levels, thereby boosting the sales of merchandise and creating a “guzi” economy. They expand brand awareness and increase user engagement by leveraging online community marketing and establishing specific emotional contexts offline. Chinese otome games have emerged as a new consumption form within subculture.

Copyright
© 2025 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 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
27 May 2025
ISBN
978-94-6463-734-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-734-2_65How to use a DOI?
Copyright
© 2025 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  - Yunxiao Fan
PY  - 2025
DA  - 2025/05/27
TI  - Study on the Development Path of Chinese Otome Games
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 592
EP  - 600
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_65
DO  - 10.2991/978-94-6463-734-2_65
ID  - Fan2025
ER  -