游戏产品的内容生态及推广传播分析——以腾讯《王者荣耀》为例  

The Analysis of Content Ecology and Dissemination of Game Products——Taking King of Glory as an Example

作　　者：武慧敏 畅榕[1] WU Huimin;CHANG Rong(Beijing Institute of Graphic Communication,Beijing 102600,China)

机构地区：[1]北京印刷学院,北京102600

出　　处：《北京印刷学院学报》2018年第4期11-13,共3页Journal of Beijing Institute of Graphic Communication

摘　　要：本文以腾讯游戏《王者荣耀》为例,对游戏产品的内容生态及推广传播进行了分析。研究发现,除了产品开发,游戏还衍生出一个以IP为核心的巨大的内容生态并形成相应的推广传播模式。而导致这种变化的根本原因在于:平台与数字创意内容创作者之间的博弈进入新的阶段,平台开始对内容有更为深入的理解、对内容价值进行更为公平的评估,平台成为聚合内容生态中的各个角色、促进分发和生产、助力内容交易和价值实现的中间件,内容生态正在重构。In this paper,the content ecology and dissemination of game products are analyzed with the example of ＂King of Glory＂.In addition to product development,the study found that the game also derived a huge content ecology with IP as the core and formed corresponding promotion and communication mode.The root cause of this variation is that the relationship between platform and digital creative content creators enters a new stage,the platform begins to have a deeper understanding of the content and a fairer assessment of the value of the content.The platform becomes the middleware that aggregates the various roles in the content ecology,promotes the distribution and production,and facilitates the transaction of content and the realization of value.Content ecology is being refactored.

关 键 词：游戏产品 内容生态 IP运营 

分 类 号：G206[文化科学—传播学]