USING PUBLIC RELATIONS STRATEGIES TO PROMOTE MOBILE GAMES: TENCENT AND GARENA IN PARTICULAR

Abstract

With the rapid development of the digital era, the mobile game industry has grown rapidly. With new technological trends, diverse devices and a wide range of consumption, the game market has opened new opportunities for developers and businessmen to play games. Public relations strategies are essential for building relationships with mobile game players, building brand trust, strengthening the game community, and creating long-term customers. This research studies the public relations channels that promote mobile game advertising. A research gap is revealed when reviewing the existing research literature in the field of mobile game promotion. The current research has mainly focused on traditional marketing strategies, and there has been insufficient scientific study on public relations channels. There is a lack of comparative studies on the public relations strategies of leading mobile game companies, especially Tencent and Garena. The study on the cultural, social and economic factors of the mobile game market and the production of public relations strategies is insufficient. This research gap has been released to promote mobile games. What are the public relations strategies, and what are the public relations strategies used to promote mobile games, ? It also focuses on research questions. The purpose of mobile game promotion is to identify the public relations strategies used by mobile phones and identify the public relations strategies promoted by mobile games. The research study has been conducted using non-statistical data through qualitative research methods. Under the purposive sampling, Tencent and Garena, which are mobile game developers, have been selected, and secondary data such as research articles, academic journals, books, social media, and websites have been used. The data were collected through the analytical method. The theoretical framework of this research clearly uses the concept and application of 4P theory and uses and gratification theory. Tencent is one of the world's top revenue game companies, and its successful game promotion strategies lead to many users. Garena is also a major mobile game developer in the South American market and has attracted many users through popular games such as PUBG Mobile. It uses successful public relations strategies to connect with players through social media, advertising programmes, audience participation programmes and organising game tournaments. These strategies help to improve the trust of players and develop social relationships.