FY Co.ARPG Marketing Strategy Research

With the improvement of the quality of basic network facilities and mobile internet technology,mobile games have developed rapidly and have become an important part of the domestic online game market.Among them,action role-playing mobile games,because of their high stickiness and strong willingness to pay,occupy the highest market share of domestic mobile games and become the focus of many game companies.However,the competition in the mobile game industry is increasingly fierce,and the number of internet users has reached the upper limit,the market concentration is getting higher and higher,and the living space of small and medium-sized game companies is gradually compressed.Finding a suitable and effective action-playing mobile game marketing strategy is important for small and medium-sized mobile game makers and the entire game industry.FY is a reputed online game company that has grown up in Xiamen.The action role-playing mobile game is one of FY’s most important product lines."Sanguo XX" is a representative work of FY,also a most important IP brand and source of income.With the life cycle of the " Sanguo XX " game declining,FY decided to develop the sequel of this IP " Sanguo XX 2" and distribute it independently.This article selects FY and its products as an example,proceed from the overall environment of domestic action role-playing mobile games,on the basis of internal data and industry data,using the theories and methods of marketing,strategic management,management and other disciplines,analyzes and discusses many influencing factors such as internal and external environment and market demand changes faced by FY’s action role-playing mobile game marketing.According to the above series of methods and analysis,it is clear that FY’s marketing strategy for action role-playing mobile games is to thoroughly analyze the characteristics and preferences of target users and potential users of such games,then optimize the product details to endow users with extreme experience.Also it can grasp the small amount paying trend,adding some pay points for "showing off" or "social activity" to better fulfill the users’ needs.Under the premise of maintaining a good mainstream channel relationship,FY can choose to cooperate with niche channels that match the target market players,while combining the characteristics of game product life cycle,to develop appropriate marketing strategies with various traditions and innovative promotional methods,such as word-of-mouth management and cross-industry cooperation.Through the above content,this paper proposes marketing strategies for FY’s action role playing mobile games,and hopes to provide recommendations for the transformation and development of small and medium-sized mobile game enterprises in China.