Marketing in Chinese Online Games by Analyzing World of Warcraft & Dungeon & Fighter

Last modified: May 11, 2021
Estimated reading time: 1 min
Project Title: Marketing in Chinese Online Games by Analyzing World of Warcraft & Dungeon & Fighter
Author: Mr. Ren Boxun
Advisor: Associate Professor Wei Qifeng
Degree: Master of Business Administration (International Program)
Major: International Master of Business Administration
Faculty: Graduate Schools
Academic year: 201x


Boxun, Ren. (2018). Marketing in Chinese online games by analyzing world of warcraft & dungeon & fighter. (Independent study, Master of Business Administration). Bangkok: Siam University.


World of Warcraft was a hugely popular online game. It is indisputable that this game has lagged far behind Dungeon & Fighter in revenue, which is only operated in China and South Korea.

The reason for this is obviously related to the application of marketing in online games.

By qualitative and comparative analysis of marketing strategy of these two games in Chinese market,using the questionnaire survey, experience summarizing, expert interviews and other methods, the research shows that the main reason for the decline in World of Warcraft income is lagging operating mode, game quality decline, the lack of marketing, etc.

Dungeon & Fighter, by contrast, has steady income growth, which benefits from the free game operation mode, the game inside the product structure of props complete, high frequency and no gap promotional activities.

The research concluded that, although the income of online games depends on the quality and playability of game products, the impact of marketing is more profound. The richness of marketing activities greatly affects game revenue and customer activity, how to transform the huge amount of zero paid players for low paid players become the focal point of profit growth.

It can be said that in the online games, like traditional industrial products, its quality determines lower limit, and its marketing determines upper limit.

Keywords:  Marketing, Online game, World of Warcraft, Dungeon & Fighter.

Marketing in Chinese Online Games by Analyzing World of Warcraft & Dungeon & Fighter

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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