Journal of Korea Multimedia Society (한국멀티미디어학회논문지)

Korea Multimedia Society (한국멀티미디어학회)
권호 표지
DOI QR코드

DOI QR Code

Propose Directions for Effective Marketing in Mobile Game Advertising

모바일 게임 광고에 있어서 효과적인 마케팅 활용 방향성 제안

  • Park, Sunha (Department of Game Contents, Dong Seoul University)
  • Received : 2017.12.19
  • Accepted : 2018.02.08
  • Published : 2018.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

Keywords

References

  1. H.Shin, Mobile Game Manufacturer's Survival Strategy : A Case Study of Comtus's Mobile Games, Master's Seoul School of Integrated Science and Technologies, 2009.
  2. M.W. Choi, "The Effect of Motives for Using Facebook on Facebook Advertising Diffusion Behavior," Proceeding of the Journal of Digital Convergence, pp. 85-89, 2016.
  3. M.H. Kim, A Study on Smartphone User's Motives to Use Mobile Advertisements and their Satisfaction: Based on the Use and Gratification Theory, Master's Jung-Ang University, 2017.
  4. K.A. Jin, “Factor Analysis for Intrest of Digital Textbook UI using Delphi Technique,” Bulletin of Korean Society of Basic Design and Art, Vol. 13, No. 3, pp. 333-336, 2012.
  5. I.S.Kim, A Study of the Impact of Consistency Multi-screen Interface on the Continuity of User's Experience, Ph.D's Hong-Ik University, 2013.
  6. Y.Y. Kim, How Consumers' Memory of the Scenes of TV Commercial Affect Attitudes to Ward the ad and the Brand : from the Perspective of the Dual Mediation Hypothesis, Master's Gook-Min University, 2017.
  7. M.H. Jim, A Study on Mobile Game Usage Motivation and Satisfaction of Smartphone User, Master's Jung-Ang University, 2017.
  8. A.K. Choi, The Effects of Celebrity's Advertising Model Characteristics on Brand Attachment and Purchase Intention, Master's Je-Ju University, 2017.
  9. Y.G. Choo, "Current Status and Prospects of Advertising/Marketing of Mobile Games," Oricom Brand of the Journal, No. 72, pp. 1-3, 2015.
  10. H.S. Ha, "Trends and Approaches to Mobile Game Advertising Campaigns," Oricom Brand of the Journal, No. 72, pp. 4-7, 2015.
  11. J.Y. Jang, DI Magazine, IGAWorks, http://www.igaworks.com,accessed, (accessed Feb., 15, 2016).
  12. J.H. Hong, “History of Growth of Korean Mobile Game Industry,” Management History, Vol. 29, No. 2, pp. 29-49, 2014.
  13. Korea Creative Content Agency, Research on the Roles and Profits of Advertisements in the Content Industry, KOCCA ETSI EN v14-11, pp. 32-43, 2014.
  14. H.W.Lee, "An Efficient Study of Expression with 2D Game Tool -Focused on Production of a Game "Shooting Monster" with Spine Tool, Journal of Korea Multimedia Society, Vol. 19, No. 7, pp. 1208-1215, 2016. https://doi.org/10.9717/kmms.2016.19.7.1208