Research on Marketing Strategy of Mobile Game Brand Identity Driven by Cross Media Narrative

School of Humanities and Arts, Macau University of Science and Technologyorial, Macau, 999078, China

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Abstract

With the development of the internet, the types of mobile games have become increasingly diverse, and the channels available for disseminating game-related content have also multiplied. Some games choose to utilize multiple media narratives during their marketing processes. Therefore, employing cross-media narrative-driven marketing strategies has practical research significance for promoting the development of the gaming industry. This paper focuses on the impact of cross-media narratives on brand identity in game marketing. The main research methods include narrating and comparing previous studies, analyzing the practical models of how cross-media narratives enhance audience brand identity. The research found that cross-media narrative has an enhancing effect on audience recognition, emotional identification, and social recognition. However, cross-media narrative marketing also faces issues such as lack of synergy between online and offline, IP dilution, and short-term This paper, based on existing games, studies optimization strategies for the aforementioned issues and concludes with three optimization strategies: building a user deeply engaged community, creating a sustainably expandable worldview, and exploring co-branding mechanisms that adapt to cultural or systemic.