Study on the Development Path of Chinese Otome Games

Yunxiao Fan ()
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Yunxiao Fan: Zhongnan University of Economics and Law, School of Finance

A chapter in Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), 2025, pp 592-600 from Springer

Abstract: Abstract With the improvement of Chinese female purchasing power and status, otome games, as a genre that presents contemporary female intimate relationships, are occupying an increasingly large share of the gaming market. This paper studies the development path of otome games by analyzing three aspects: the operational models of the games, the sales and development of IP derivatives, and official marketing strategies. Small gift packs and limited-time card draw events promote in-game purchases. In the sale of IP derivatives, the official utilizes players’ emotional needs and vanity by categorizing players based on their spending levels, thereby boosting the sales of merchandise and creating a “guzi” economy. They expand brand awareness and increase user engagement by leveraging online community marketing and establishing specific emotional contexts offline. Chinese otome games have emerged as a new consumption form within subculture.

Keywords: Otome Games; Game Mechanics; Game Merchandise; Marketing Communication (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-734-2_65

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DOI: 10.2991/978-94-6463-734-2_65

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