Specifics of Marketing Strategies of Chinese Mobile Gaming Companies in Southeast Asia: the cases of FunPlus, Lilith Games and Tencent Games

Student: Lee Shuk nam

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

Through ever-improving digital technology, high quality mobile games are the main ways of entertainment and social connection across the world in recent years. The global mobile gaming industry is booming and has seen an unprecedented growth in these years, the Chinese mobile gaming companies such as FunPlus, Lilith Games and Tencent Games, in particular, are expanding their business in overseas market and becoming the leading trend for mobile games. This paper studies the fast-growing mobile gaming industry and the marketing strategies applied by Chinese mobile gaming companies in Southeast Asian market, to find the specifics of their marketing strategies used in overseas markets and investigate the further development of the companies.

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