| In the era of the Internet scene,e-sports began to enter the focus of the public,online mobile games have also become an important entertainment project in people’s daily lives,users pay more attention to the strengthening of the sense of experience in the game process,when the sense of immersion becomes an irreplaceable game experience,users in order to pursue a higher sense of experience,will produce a series of game payment behaviors such as purchasing skins,props,etc.,which is a key factor related to the profitability of the game and the staying power of life,so for many mobile games,it is very important to shape their own brand communication.At the same time,the in-depth development of the mobile Internet has also made the scene into our daily life,the scene is the essence of mobile communication,but also the most important core element of the mobile Internet era,mastering and using the scene for brand communication also directly determines the effect and impact of communication.And "Glory of the King" as a MOBA online mobile game(MOBA,full name Multiplayer Online Battle Arena,indicating multiplayer online competitive game),since its launch in 2015 has been very popular with netizens,with the passage of time,the number of user groups of "Glory of the King" has been increasing,more than 200 million player users,quarterly revenue exceeded 6 billion,whether from the official data or social attention,"Glory of the King" They all show their strong strength and are representatives of the phenomenon-level online mobile games in the era of mobile Internet.In the era of digital media,online mobile games as a new media art form,also played an important role in cross-cultural communication,"Glory of the King" as a mobile game with strong vitality and explosive power,its success is not through chance,but from the phenomenon to see the essence of the long-term vision to develop the game.In 2016,"Glory of the King" began the journey of external communication,launched an overseas version for various countries,and in 2021,it obtained the qualification to participate in the Hangzhou Asian Games,that is,the highest sports event in Asia,which shows that it has the vision and foresight of cross-cultural communication,in this process,online mobile games have gradually gained micro-empowerment of society,and combined with the era of mobile scenes to achieve the realistic construction of game brand scenes.Therefore,this article is mainly divided into five chapters: the first chapter is an introduction,including the research background,purpose,significance,literature review and research methods;the second chapter is a review of the relevant concepts and development history of online mobile games;the third chapter is a combination of cross-cultural communication,introducing brand communication in the era of mobile scenes,and explaining how the brand communication of "Glory of the King" integrates with the scene through four aspects: communication layout,content,channels,and effects,and analyzing the relationship between brand communication and scene construction.Further draws an important conclusion that scene construction can focus on brand audiences,enrich brand content,expand brand communication channels and enhance brand communication effect;the fourth chapter is to analyze the brand marketing strategy of "Glory of the King" as the medium in the scene era,that is,4P marketing,precision marketing and cross-border marketing;the fifth chapter is to analyze the current problems and improvement suggestions and experience references of the brand communication and marketing of "Glory of the King",from special to general,rising to the common development direction between online mobile games,which is important for "Glory of the King" The game itself and the overall online mobile game market have more important prospects,and this is also the final foothold of this paper,hoping to provide some useful contributions to the development prospects of the online mobile game market. |
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