Consumer-Oriented Marketing Strategy of Chinese Domestic Otome Games: A Case Study of Love and Deepspace
Year: 2024
Type: article
Abstract: Otome games, story-based romance video games targeting women, originated in Japan in the late 1990s and have since gained popularity all around the world. This paper investigates the rise of Chinese domestic otome games, focusing on Love and Deepspace, a burgeoning and competitive title. The study analyzes its marketing strategy using the 4P model and examines the game's reflection on consumer behavior. The findings show that Love and Deepspace has innovated marketing approaches within the otome game industry, leveraging 3D modeling as the core of its product and price strategies and employing consumer-centric promotion strategies globally. As a conclusion, the paper states that understanding target consumers’ preferences is vital for future market planning. The research uses Love and Deepspace’s success as an example to highlight the significant business value of domestic otome games and provide insights for companies to refine their strategies in this growing market.
Author: Chuanhui Tang
Institution: Beihang University
Language: English
Topic: Digital Games and Media
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403846478