Exploring the Successfulness of Social Media Marketing in the Mobile Game Industry

Abstract

This study explores the successfulness of social media marketing strategies within the mobile gaming industry. The focus of this study is Company X’s strategies and approach to community building, tailoring content and creating campaigns. Social media marketing (SMM) has become an important part of advertising mobile games, as platforms like TikTok, Facebook and YouTube gained popularity throughout the years. These platforms become important for marketers especially due to their ability to gain user engagement through several methods. Using the qualitative approach, this study contains a semi-structured interview with a current social media marketing specialist from Company X. The author used a thematic analysis methodology to cover important points and analyze them. Findings revealed that Company X prioritizes platform-specific strategies and user-generated content to create a healthy relationship between a brand and a consumer. The study focuses on marketing theories, including the AIDA model, Social Identity Theory, Diffusion of Innovation, and Elaboration Likelihood Model. These theories were chosen due to their ability to analyze and interpret strategies used by Company X. The author created practical recommendations which include influencer marketing, engagement tactics, data-driven content adaptation and emerging platforms such as TikTok. The research develops a deeper understanding of social media marketing practices and their adaptations for mobile gaming companies who are looking to expand their strategies and build loyal communities.