The Dissemination and Marketing Strategies of Domestic Live-Action Drama-Oriented Interactive Video Games: Taking Road to Empress as an Example
Abstract
In the context of the rapid development of the digital entertainment industry, live-action interactive video games have gradually become a hot direction in the field of video games integration. At present, most of the relevant studies in the academic community tend to analyze the industry as a whole, and there are few discussions on the communication and marketing strategies of a specific work in China. This paper takes the domestic live‑action interactive video game Road to Empress as the research object, uses the methods of literature analysis and case study, and analyzes the internal and external factors that make it popular, points out the existing problems, and then puts forward improvement suggestions for the existing problems. The research shows that the key to the commercial success of the work is to meet the needs of the audience and build a cross media communication matrix, but the defects in content, playing methods and payment also limit its long-term development. Therefore, the domestic live‑action interactive video game polish the narrative of works and standardize the operation mode. It should also give consideration to artistic expression and commercial benefits, so as to provide reference for works of the same type.
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