Journal of Korea Entertainment Industry Association (한국엔터테인먼트산업학회논문지)

The Korea Entertainment Industry Association (한국엔터테인먼트산업학회)
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A Study on Strategic Marketing Plans for the Effective Expansion of Mobile Game Industry

모바일 게임 산업의 효과적 전략적 마케팅 전략 방안에 관한 연구

  • 강태욱 (충남테크노파크 정책기획단)
  • Received : 2021.03.16
  • Accepted : 2021.04.26
  • Published : 2021.04.30
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Abstract

Many game companies are releasing various games based on mobile platforms, and they are using various marketing strategies such as using celebrities to expand their influence on the initial market. This increases the related cost, which makes the continued development of small and medium-sized game companies more difficult. Therefore, this study attempts to understand consumer values according to the type of mobile game marketing and to explore the factors that affect the switching intention of mobile games based on real users of mobile games. As a result of this study, it was found that the playfulness and economics of mobile game marketing have positive effect on the attitudes towards mobile game advertisements and attitudes towards mobile games, but the attractiveness of mobile game marketing using celebrities does not. It was found that attitudes towards mobile game advertisements and attitudes towards mobile games have an influence on the switching intention of mobile games. Through this, we intend to provide useful implications for small and medium game companies to seek effective marketing plans.

모바일 및 온라인 게임을 홍보하기 위한 새로운 방안으로 스포츠 스타, 엔터테이너, 배우 등 다양한 유명인을 활용하여 대중매체와 소셜 미디어를 통해 광고를 하는 경우가 많다. 많은 대기업 게임업체들이 앞 다퉈 유명인을 활용한 광고 홍보 전략을 활용해 왔고 이는 자연스럽게 투자비용을 증가시키는 요인이 되었다. 한편 게임을 홍보하기 위한 투자비용의 증가에 대한 효율성에 관해서는 아직 미지수로 기존 연구에서는 게임을 플레이하는 실제 유저들을 대상으로 한 연구는 수행된 바가 없다. 따라서 본 연구에서는 유명인을 활용한 광고를 통해 게임을 접하는 고객층을 대상으로 유명인을 활용한 광고 홍보 전략이 게임을 다운로드하고 플레이 하도록 유인하는 요소로서 적절한 효과를 가지는지에 대해 탐색하고자 하였다. 연구결과를 통해 급진적으로 늘어가는 홍보 비용의 증가에 대한 효율성 정도를 측정함으로써 대기업 게임업체 위주의 무차별적인 홍보비용 증가를 줄이고 이로 인한 소규모 게임업체들의 시장 진출 어려움에 대한 방안을 모색할 수 있을 것으로 예상된다.

Keywords

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