Communications in Humanities Research ISSN: 2753-7072
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Research Article

Case Study of Video Game Marketing under the Context of New Media: Taking "Genshin Impact" as an Example

Yuxiang ShuCommunication University of Shanxi*

* Corresponding author: [email protected]

Abstract

This paper takes the popular video game Genshin as a case study to analyze its online marketing strategy in the context of new media. Through case studies combined with the characteristics of the Internet+ era and new media, this paper mainly discusses the online marketing strategy of Genshin from three aspects. Firstly, this article analyzes the PEST background of the Chinese game industry and the SWOT background of the game, and secondly, this article explores the specific marketing methods of Genshin. Genshin has gained high popularity through game content marketing, user marketing, cultural marketing, and cross-border co-marketing. Finally, this paper briefly describes the results and reference the significance of the effect of online marketing, and points out that Genshin still needs to make progress in breaking the circle. Based on the above three aspects, this paper concludes with a summary of online marketing strategies for video games in the context of new media, that is, giving full play to the role of online marketing for games. These strategies have been applied in the marketing of Genshin and also provide certain experiences and references for the online marketing of other games.

Keywords: video game; new media; marketing; Genshin
Published: September 14, 2023
DOI: 10.54254/2753-7064/5/20230299
Volume: CHR Vol.5
pp. 335-342
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