摘 要

互联网的快速发展与改进升级，为网游行业带来巨大发展空间的同时，也在一定程度上带来了巨大的竞争压力。网游赛事传播作为网络游戏宣传的重要手段，如何扩大宣传，提升游戏知名度值得深究。本文以MOBA游戏为例，从网络游戏宣传的特点与现状展开分析，从主题音乐宣传、线下Cosplay宣传、赛事视频制作三个角度分析网游赛事采用的宣传策略，进一步分析网游赛事宣传存在的问题，如宣传覆盖面小、电竞赛事传播的本土化缺失、宣传策略老套、宣传深度不够等；对此，论文提出了畅通媒体渠道、传播本土电竞文化元素、高校协同参与、拓宽赛事宣传受众面等改进建议。

关键词： 网络游戏；网游赛事；宣传策略；MOBA游戏

Abstract

The rapid development of mobile Internet and the improvement and upgrading of mobile devices have brought huge development space for the handicraft industry and also brought huge competitive pressure for the handicraft industry to a certain extent. As an important magic weapon for hand games to be invincible in fierce competition,how to expand publicity and enhance game popularity deserves deeper investigation. Taking MOBA games as an example, this paper analyzes the characteristics and current situation of online game publicity,analyzes the publicity strategies adopted by online game tournaments from three perspectives: theme music publicity,offline cosplay publicity and tournament video production,and further analyzes the problems of online game tournament publicity, such as small publicity coverage, lack of localization of e-game tournament communication, old-fashioned publicity strategies and insufficient depth of publicity; in this regard, the The paper puts forward the improvement suggestions of smooth media channels, spreading local e-sports cultural elements, collaborative participation of universities, and broadening the audience of tournament publicity.

Key words:Online games; online game tournaments; promotional strategies; MOBA games

 

目 录

摘 要 I

Abstract II

一、前言 1

（一）研究目的与意义 1

（二）国内外研究文献综述 1

（三）研究的主要内容 1

二、网络游戏赛事宣传概述 2

（一）网络游戏赛事宣传特点 2

（二）网络游戏赛事宣传现状 2

三、当前网络游戏赛事宣传采用的宣传策略 3

（一）主题音乐宣传 3

（二）线下Cosplay宣传 3

（三）赛事视频制作 3

四、网络游戏赛事宣传策略问题及建议 4

（一）网络赛事宣传策略问题 4

（二）网络赛事宣传策略改进建议 4

五、结论 8

参考文献 9

致 谢 10