Understanding the Marketing Strategies: 4 Ps Marketing Mix or Other Strategies used by Tencent Games in the Video Game Market

DOI

10.2991/aebmr.k.220307.016How to use a DOI?

Keywords

4Ps of Marketing mix; Tencent Games; Video game market; Video game industry

Abstract

Nowadays, with the gradual development of the game industry, more and more game companies are developing new games. Therefore, this has led to the continuous strengthening of the competitiveness between companies, which means that if a company wants to make long-term profits, it must ensure that it can meet the satisfaction of game consumers with game products or services. In order to increase consumer satisfaction as much as possible, companies need the use of marketing mix. The marketing mix is a term which is used to describe all the activities which go into marketing a product or service. These activities are often summarized as the four Ps. Because every part of the marketing mix has to be carefully considered to make sure that they all fit together and that one part does not interfere with the other, companies that do not make the right marketing mix will lose out in an increasingly competitive game market. This article mainly discusses how Tencent Games cleverly uses the 4Ps of the marketing mix to create attractive and popular games. Tencent Games is separate from Tencent Interactive Entertainment and is mainly responsible for developing and publishing games founded in 2003. If Tencent Games can keep making high-quality video games, players will be satisfied and be willing to support Tencent in the future, allowing more revenue could be made. Moreover, there are two methods that help to explain and analyze Tencent’s strategies: literature research and case study. It is concluded that Tencent Games can combine 4Ps of marketing mix well in making video games to satisfy consumers, thereby gaining long-term profits and increase their makret share in the game market.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Haoyang Wang
PY  - 2022
DA  - 2022/03/26
TI  - Understanding the Marketing Strategies: 4 Ps Marketing Mix or Other Strategies used by Tencent Games in the Video Game Market
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 99
EP  - 104
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.016
DO  - 10.2991/aebmr.k.220307.016
ID  - Wang2022
ER  -