Proceedings of the 2021 International Conference on Public Art and Human Development ( ICPAHD 2021)

The Spread of League of Legends

Authors
Yile Liu1, *, , Yitao Ma2, , Tianhui Wang3,
1Kimball Union Academy Meriden, New Hampshire 03770 USA
2Guangyi International Academy, Changsha, Hunan, 410000, CN
3Maple Leaves International School, Nanjing Jiangsu, 21000, CN

These authors contributed equally

*Corresponding author: guanghua.ren@gecacdemy.cn
Corresponding Author
Yile Liu
Available Online 28 January 2022.
DOI
10.2991/assehr.k.220110.026How to use a DOI?
Keywords
Consumer Loyalty; Word of Mouth; League of Legend
Abstract

League of legends is the most famous online video game around the word. The game is created by Riot Games from USA in 2009. It is a type of Multiplayer Online Battle Arena games, 2 groups and combats with 5 players each group with impressive 3D graphics. In a fast developed society with so many entertainments, the League of Legends is represented as a the most successful one in the e-sport industry. The purpose of this study was to explore how did advertising promote the spreading of games from the game to the players. In order to find out the answer, this paper first reviewed the theory of consumer loyalty, customer satisfaction as well as the word of mouth. According to the theory of the subject mentioned above, it is suitable for League of Legend. Thus, this paper makes the hypothesis that League of Legend uses customer and peripheral products to promote the spread of their products and makes a discussion based on the analysed result.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 International Conference on Public Art and Human Development ( ICPAHD 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
28 January 2022
ISBN
978-94-6239-523-7
ISSN
2352-5398
DOI
10.2991/assehr.k.220110.026How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yile Liu
AU  - Yitao Ma
AU  - Tianhui Wang
PY  - 2022
DA  - 2022/01/28
TI  - The Spread of League of Legends
BT  - Proceedings of the 2021 International Conference on Public Art and Human Development ( ICPAHD 2021)
PB  - Atlantis Press
SP  - 133
EP  - 137
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220110.026
DO  - 10.2991/assehr.k.220110.026
ID  - Liu2022
ER  -