Author(s)

Jiayu Cai, Weilai Wei, Xingtong Yan, Shouhu Zhu

Corresponding Author

Xingtong Yan

ABSTRACT

This paper analyses Tencent’s key success factors from the dimensions of product design, marketing, game operation, R&D. Firstly, the product design makes Tencent games stand out among many competitors in the game market. Then Tencent has adopted a series of marketing strategies to popularize more target groups from the products themselves and their derivatives, thus expanding domestic and international markets. Secondly, the operation of the game is analyzed, and the professional team designs the operation experience to meet the players' needs, and the game operation team maintains a series of activities of the game and restrains the punishment for cheating in the game to maintain the fairness of the game. Finally, Tencent obtains notable revenue through high investment in game research and development, protects game intellectual property rights through patents, improves game experience, and attracts game development talents with benefits. This study provides implications for other online game enterprises.

KEYWORDS

Tencent Games, Product Development, Marketing, Technological Innovation