Social Media Marketing Plan Of Two-dimensional Space MOBA Mobile Game

Since 2013,mobile online games(hereinafter referred to as "hand games")have begun to develop rapidly.The IDC report shows that as of the end of 2017,the number of mobile game users in China reached 385 million.In the past two years,as the number of users reached the peak and began to slow down,the mobile game market has entered a period of steady development.With the increasing demand of users for refined,high-quality,and innovative products,the emphasis on product quality has become a new direction for the development of mobile games industry.QwQ is a two-dimensional space MOBA game operated and developed by NetEase.It has attracted a lot of attention because of its reasonlessly humourous setting,passionate comic style and innovative gameplay.How to make this mobile game form its unique brand feature when entering the market,thus occupy its own place in the highly competitive mobile game market,have becoming an urgent concern.From the perspective of marketing,this article analyzes the market environment,competitive product profiles,opportunities,and predicaments faced by QwQ.The advantage of QwQ is the two-dimensional space painting style and funny setting.Therefore,the target audience is precisely located the adolescent at the age of 15-25 years old,contact with competitive mobile games and love two-dimensional space culture.The plan rationally arrange the disseminate thythm based on the beta nodes of the game,and formulate a social media marketing promotion program that is compliant with the nature of mobile games.The innovation of this article is centering on the advantages of the game and closely matching the psychological needs and cultural preferences of the target audience.A series of activities are planned from three aspects of the topic marketing of microblog,content marketing of Bilibili and long-term construction of UGC.It is hoped that the product will receive brand exposure at the initial stage of beta testing and acquire new and retained deposits to help Netease games capture two-dimensional space market segment in MOBA.