It seems like video games are easy to become popular among young people no matter through what kinds of the media, for instance, from almost immovable TV set, portable laptop, to most convenient devices at the moment—smartphone. With the development of these electronic devices, which could be various media for playing digital games, the barriers for young people to participate in games seem decreasing. For example, users could play games while they waiting in a queue. According to most recent data, there are around 58 million smartphones penetrating in UK (Statista, 2017a), 240 million in EU (Statista, 2017c), and 222.9 million in U.S.(Statista, 2017b). Given to the high degree of smartphone penetration, one could hardly neglect the business potential of combining internet industries and mobile devices, especially regarding to mobile video games.
This research will use one of the most popular video games in the world at this moment, Honour of Kings, as an example to study what factors make this game so success and whether its experience can generalize to other games in the future. As this game’s major market is in China, this chapter, literature review, will mainly focus on understanding Chinese market and analysing its game consumers, as well as its existing industry reports and data (here refers to mobile video game). Chinese mobile game market has been developing sharply in the past few years. According to Mr. Wang, a Director of Marketing in a Shenzhen mobile game company, Chinese mobile game market volume only valued 8 billion CNY in 2013 (which is 0.9 billion GBP); and it valued 24 billion CNY (2.7 billion GBP) in 2014 (Xu, 2014). Not surprisingly, Chinese mobile game market value reached 78.3 billion CNY (8.95 billion GBP) in 2016, with 523 million mobile game users (iiMediaResearch, 2017).
While the researcher conducting this study, the maximum confidentiality will be under execution all the time. The research questionnaire has involved some question in terms of respondents’ personal information, such as age, and income. Any information concerned with volunteers’ privacy, answers and attitudes in terms of research questions should be remained anonymous at any occasions. Prior to sending questionnaire links to the potential respondents, the researcher should inform the respondents that the purpose and objectives of this research, as well as the possibility of the publication of this study. The researcher should inform that all the data will only be used in this research and personal information will be under maximum confidentiality. If the volunteers are hesitate or reluctant to participate in the research, the research should respect the volunteers’ personal will and stop the process. Besides, a checklist in the Code of Ethics of Coventry University will be the ethical guideline of the researcher.