Creating the Image of China through Esports: Communication, Diplomatic Strategy, and Content Marketing through Honor of Kings and Arena of Valor
DOI:
https://doi.org/10.61462/cujss.v55i2.4254Keywords:
Esports Diplomacy, Content Marketing, China’s National Branding, Honor of Kings, Arena of ValorAbstract
The study’s objectives are (1) to examine the communication, diplomatic strategies, and content marketing through the video games Arena of Valor and Honor of Kings; (2) to compare the consistencies and differences between these two games; and (3) to propose guidelines for developing content, communication formats, and diplomatic strategies through esports for both governmental and private sector. The research employed a qualitative methodology utilizing documentary research and content analysis, collecting and analyzing 5,300 posts from Honor of Kings, HoK Global Esports, Garena RoV Thailand, and KingSauce Legends.
The research found that (1) Honor of Kings and Arena of Valor demonstrated distinct characteristics based on each page’s objectives, as Honor of Kings prioritized presenting gameplay and international service announcements, utilizing the game’s characters through short videos. Esports competition events and competition conditions were presented through infographics while Arena of Valor focused on advertising game services, and community building through images and influencers; (2) Honor of Kings effectively reflected cultural and creativity than Arena of Valor because Honor of Kings’ publisher is a Chinese domestic company operating in alignment with the Ministry of Culture’s; (3) The study recommends that Thai game producers should integrate local cultural elements to present cultural image to international game users.
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