Chinese mobile game market: marketing strategies of foreign game development companies

According to the statistical data, China holds one of the leading positions in mobile game market. Due to various foreign policy factors, China and Russia are now developing mobile games in addition to other areas of cooperation, and Russian companies are slowly entering the Chinese market. This paper focuses on the marketing strategies used by Chinese game development companies to promote games in China. Chinese game development companies have carefully analyzed the peculiarities of Chinese players' consumer behavior and precisely tailor game marketing to the needs of their audience. To successfully promote foreign games in China you need to use the same techniques that have been successfully implemented in the marketing of Chinese game development companies. The Chinese approach to game marketing is also innovative and can be culturally adapted to the players of other countries, thus enhancing the financial success of the game. The marketing tools for game promotion in China that are examined in this paper are the following: target audience analysis, pricing strategies, distribution channels, advertising, social media and influencer marketing, user acquisition and retention strategies.