Analysis of Mobile Game Intellectual Property Marketing Strategy: A Case Study of Honor of Kings

The mobile game market is now gradually forming a unique ecological industry chain. Game parties are beginning to look beyond the game experience and focus on building mature game IPs. By creating specific IP to drive the game’s peripheral revenue, strengthen the emotional connection with game users, and achieve the purpose of long-term development. Looking at the domestic market, Honor of Kings, as a phenomenal mobile game in China, its IP development and marketing are of reference learning significance. In this paper, we selected Honor of Kings as the research object, and we collected data through both questionnaire surveys and interviews, using SPSS for statistical analysis. The research analyzed its IP marketing strategy and effect and searched for the factors which affect its IP marketing effect. It finds that the impact of Honor of Kings IP marketing is influenced by the degree of perfection of Honor of Kings worldview, i.e., IP connotation and local cultural awareness. At the same time, we analyzed the IP development process and marketing strategy of Honor of Kings in combination, pointed out its advantages and shortcomings, and gave suggestions to provide new ideas for IP marketing of other game companies.