Investigating Marketing Strategies and Consumer Behavior of Chinese Otome Games: A Case Study of Game “Love and Deep Space”

Abstract

This study investigates the marketing strategies and consumer behavior associated with Chinese otome games, using “Love and Deep Space” as a case study. Otome games, a genre predominantly targeting female players, have gained significant traction in the Chinese gaming market. This research explores how these games are marketed and how consumer behavior influences their success. Through a mixed-method approach, including market analysis, consumer surveys, the study examines promotional tactics, platform usage, and consumer preferences. Key findings highlight the effectiveness of targeted digital marketing, the role of social media influencers, and the impact of localized content on player engagement. The results provide insights into how otome games can leverage marketing strategies to enhance their appeal in the competitive Chinese market and offer recommendations for developers aiming to optimize their marketing efforts and understand consumer preferences in this niche segment.For example, the popularity of games such as Love & Producer not only shows the commercial potential of B-girl games, but also highlights the specific needs of female gamers for game content and experiences. Therefore, game developers need to have a deep understanding of these requirements and incorporate them into game design and marketing strategies in order to gain a competitive advantage in this growing market.