The Role Of Interpersonal Communication Of Mobile Gamers In Mobile Game Marketing

With the popularity of social media, the interpersonal communication of mobile gamers, a brand new form of interpersonal communication, comes into being and has gradually become an important way to spread the information in mobile games. Based on how to use interpersonal communication of mobile gamer in mobile marketing, this paper puts forward the ways to promote mobile games by utilizing interpersonal communication of mobile gamers with the intention of opening up a new marketing ideas for mobile game developers and operators.The paper mainly consists of three parts. The first part proposes the basic concepts of interpersonal communication of players and mobile games marketing. In the process of describing interpersonal communication of players: comparing with the traditional interpersonal communication and the network interpersonal communication, it concludes the definition, types, characteristics, modes of transmission of the interpersonal communication of players. In the description of mobile games marketing: based on the concept of marketing, discuss the definition and modes of mobile games marketing. The second part of the thesis is the major reasons of applying the interpersonal communication of players to the mobile phone game marketing. The reasons are based on the discussing of relation space which is dominated by weak relationship and the KOL(key opinion leader) in the interpersonal communication of players. At last, the final part comes up with the three path of promoting mobile game by interpersonal communication of players: the use of common space for viral marketing, the use of KOT(key opinion leaders) for secondary spread and establish a social platform of players.