Research on the Marketing Strategy of Otome Games Based on China

Yiran Zhang ()
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Yiran Zhang: Nottingham University Business School China, University of Nottingham Ningbo China

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 193-202 from Springer

Abstract: Abstract In recent years, China’s female-oriented game market has experienced explosive growth, particularly in the otome game. However, traditional games often fail female players due to gender stereotypes and a lack of emotional depth, while even popular otome games face challenges like repetitive gameplay and predictable characters. This study examines the marketing strategies crucial for attracting this growing demographic within the Chinese otome game market. Combining case study analysis of the successful game Love and Deepspace with core theories, the study analyzes effective marketing practices. The findings show that an authentic emotional connection through deep character development is crucial, the user-generated contents act as powerful organic promotion, and the immersive technology must serve the narrative and companionship experience. The study concludes that sustainable success in the Chinese otome game market requires a player-centered approach. Marketers should prioritize genuine emotional value, utilize community cocreation, develop narrative-aligned crossovers, ensure high-quality merchandise, and foster participatory communities, moving beyond stereotypes and superficial tactics to build meaningful virtual bonds.

Keywords: Marketing strategy; Otome game; Emotional value (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-585-0_23

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DOI: 10.2991/978-2-38476-585-0_23

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