Evolution in Tencent’s Game Marketing Model under the Adolescent Model: Case Study of Arena of Valor

Abstract

China is the most promising game market in the world. However, with the development of the game industry, the Chinese market is facing a severe problem - the problem of addiction to games among the youth group. The issue of youth game addiction has become a problem that cannot be ignored in society. How game operators should actively respond to the national policy and simultaneously cope with the social resistance to games is the first problem that needs to be solved. Based on the above background, this study selects a typical case in China’s game market-Wang’s Glory-for multi-dimensional analysis. This study argues that introducing the youth mode has greatly standardized minors’ play modes and habits. With the launch of the youth model, indirect problems such as buying and selling accounts and the influx of many target customers into the overseas game market have arisen.