An Investigation of Naraka: Bladepoint Launched by NetEase. (PC, Xbox)

Executive Summary

Naraka: Bladepoint is a multiplayer action competitive game developed by NetEase’s “24 Entertainment Studio”. It was launched without deletion on July 8, 2021, and its global public beta on Steam was officially launched on August 12, 2021. On December 9 of the same year, “Naraka: Bladepoint” officially landed at EPIC Mall. On June 23, 2022, “Naraka: Bladepoint” officially landed on the Xbox console and joined XGP for the first time (Wu, 2022). It is a game that talks about the fictional fantasy world as the background, and the two gods of Yin and Yang kill each other, resulting in the world being in a state of perpetual disaster. Players must play a hero, collect resources on the map, fight with other players, and survive.

The emergence of Naraka: Bladepoint has met consumers’ demand for Chinese-made games. As the first Chinese-made competitive escape game, it integrates elements of material arts and Chinese national style. Naraka: After its release, Bladepoint won excellent public praise at home and abroad. It was developed by NetEase’s 24 Entertainment Studio, established by its founder and CEO, Mr. Ding Lei, in 2019 (Ke, 2022). The game is divided into three purchase versions: standard, luxury, and ultimate, and players can enjoy the update permanently after the purchase with no limit on the time of play.

Moreover, the game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget. Furthermore, the game’s successful promotional campaigns, unique gaming experiences, and E-sports competitions have enabled the game to capture players’ attention and drive sales (Sun et al., 2023). The game has also achieved high levels of customer satisfaction due to its professional E-sports competition system, its integration with the Xbox platform and XGP, and its wide range of purchase options. Additionally, NetEase has provided players with a wide range of customer service options, including live chat, email, and phone support (Johnson et al., 2019). Furthermore, the company has held polls for players to choose the most satisfactory skins and sell them in the store. It has allowed players to have a say in the game’s content, which has been met with great appreciation.

Introduction

This report evaluates the impact of the launch of “Naraka: Bladepoint” and provides suggestions for its subsequent development and existing problems. It will evaluate the promotion activities of “Naraka: Bladepoint,” analyze its entry into the global market, analyze its competitiveness in the gaming market, and evaluate customer satisfaction with “Naraka: Bladepoint.” This report will also analyze NetEase’s differentiation strategy for “Naraka: Bladepoint” and the culture of customer care it has created. Finally, the report will provide suggestions for improving “Naraka: Bladepoint” and its development in the future.

Promotion Activities

Promotion Activities Analysis

NetEase employed a variety of promotional activities to ensure Naraka: Bladepoint’s success. Firstly, the company created a comprehensive marketing campaign to promote the game. It included online advertisements, social media campaigns, and influencer partnerships. Additionally, the company ran a series of in-game events to promote the game further (Soni et al., 2020). These included a limited-time game mode, special game skins and items, and exclusive in-game rewards. It helped to build hype around the game and engage existing and prospective players. Additionally, NetEase focused on creating a unique gaming experience with Naraka: Bladepoint. The game was designed with a focus on Chinese martial arts and national style, which helped differentiate the game from other popular titles. Additionally, the game was designed with a long-term view, with regular updates providing new content for players to explore. It kept players engaged and drove repeat purchases.

Promotion Activities Evaluation

NetEase also invested in developing an E-sports competition system for Naraka: Bladepoint. It allowed players to compete in tournaments and win exclusive rewards, further driving engagement and sales of the game. Consequently, the company has used various tactics to promote the game, including digital media, print media, and public events (Penix, 2019). Digital media has been one of the main ways that the company has promoted the game. Social media platforms such as Weibo, WeChat, and Bilibili have been used to spread the word about Naraka: Bladepoint and influencers have also been hired to help promote the game (Johnson et al., 2019). Additionally, the company used a variety of online ad campaigns to generate interest in the game, including banner ads, video ads, and search engine optimization.

Moreover, print media has also been used to promote Naraka: Bladepoint. The company has produced various posters and flyers to advertise the game and ads in various print publications. These ads have highlighted the game’s unique features, such as its martial arts, Chinese aesthetic, and competitive nature (Johnson et al., 2019). Consequently, NetEase’s promotional tactics for Naraka: Bladepoint effectively drove game sales. Through a combination of marketing campaigns, unique gaming experiences, and E-sports competitions, the game captured players’ attention and drove sales (Whitson, 2019). Furthermore, public events have also been used to promote the game. The company has organized various tournaments and events to allow players to try the game. These events have helped to generate interest in the game, as well as to show off its features. Additionally, the company has hosted various fan meet-and-greets and live streams to further engage with the game’s community.

Therefore, NetEase’s promotional tactics for Naraka: Bladepoint effectively drove sales of the game. Through a combination of marketing campaigns, unique gaming experiences, and E-sports competitions, the game captured players’ attention and drove sales. Also, the company has used various tactics to spread the word about the game, which has helped generate interest and showcase its features. The game’s success is a testament to the effectiveness of NetEase’s promotional activities.

Global Market Entry

Naraka: Bladepoint’s Global Market Entry Analysis

NetEase’s comprehensive promotional tactics largely drove the game’s successful global market entry. The company ran several digital marketing campaigns, including online advertisements, social media campaigns, and influencer partnerships (Landoni et al., 2020). Additionally, the company ran various in-game events to promote the game further, such as limited-time game modes, special game skins and items, and exclusive in-game rewards. Furthermore, the company invested in developing an E-sports competition system for Naraka: Bladepoint, which allowed players to compete in tournaments and win exclusive rewards.

NetEase was also able to leverage the popularity of the Xbox platform to promote Naraka: Bladepoint further. The company successfully integrated the game into the Xbox platform and XGP, allowing players to compete in tournaments and win exclusive rewards (Rietveld et al., 2021). It helped to generate interest in the game and to engage existing and prospective players. Additionally, the game was designed with a long-term view, with regular updates providing new content for players to explore. It helped to keep players engaged and drove repeat purchases.

Therefore, Naraka: Bladepoint is the first Chinese-made competitive escape game, which integrates elements of material arts and Chinese national style. It is a game that talks about the fictional fantasy world as the background, and the two gods of Yin and Yang kill each other, resulting in the world being in a state of perpetual disaster. It has been praised highly at home and abroad for its uniqueness and innovation.

Global Market Entry Strategies Evaluation

The successful global market entry of Naraka: Bladepoint can be attributed to several factors. Firstly, it is the first Chinese-made competitive escape game, and its integration of material arts and Chinese national style is highly appealing to domestic and international markets (Laghari et al., 2019). Secondly, the game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget. Lastly, the successful promotion strategies adopted by NetEase have allowed the game to reach a wider audience and gain more market share.

The game integrated well with the Xbox platform and XGP, allowing players to access the game easily. It was a major contributing factor to the game’s success in the global market. Furthermore, the professional E-sports competition system of “Naraka: Bladepoint” has been put in place, allowing global players to witness the charm of the E-sports of “Naraka: Bladepoint” (Giovannini, 2022). These strategies have allowed Naraka: Bladepoint to break national boundaries and cultural barriers, allowing it to be successful in the global market.

Therefore, NetEase employed a variety of strategies to successfully launch Naraka: Bladepoint into the global market. Through a combination of marketing campaigns, unique gaming experiences, and E-sports competitions, the game captured players’ attention and drove sales. Additionally, the game’s successful integration into the Xbox platform and XGP helped further promote the game and allowed players to compete in tournaments and win exclusive rewards. Consequently, the company was able to leverage the popularity of the Xbox platform and the game’s unique features to launch Naraka: Bladepoint into the global market successfully.

Market Competitiveness

Naraka: Bladepoint’s Market Competitiveness Analysis

Naraka: Bladepoint has been highly successful in market competitiveness due to its innovative features and comprehensive promotional tactics. The game is the first Chinese-made competitive escape game. Its integration of elements of material arts and Chinese national style is highly appealing to domestic and international markets (Lee et al., 2020). Furthermore, the game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget. Additionally, the game integrated well with the Xbox platform and XGP, allowing players to access the game easily.

NetEase has also successfully employed various strategies to launch Naraka: Bladepoint into the global market. Through a combination of marketing campaigns, unique gaming experiences, and E-sports competitions, the game captured players’ attention and drove sales (Chien et al., 2019). Additionally, the game’s successful integration into the Xbox platform and XGP helped further promote the game and allowed players to compete in tournaments and win exclusive rewards. As a result, the company was able to leverage the popularity of the Xbox platform and the game’s unique features to launch Naraka: Bladepoint into the global market successfully.

Market Competitiveness Evaluation

The evaluation of Naraka: Bladepoint’s market competitiveness shows that the game has gained a competitive edge due to its unique features, its successful promotional campaigns, and its successful integration into the Xbox platform and XGP. Furthermore, the professional E-sports competition system of “Naraka: Bladepoint” has enabled players to witness the charm of E-sports of “Naraka: Bladepoint,” allowing it to break national boundaries and cultural barriers (Kim et al., 2020). Lastly, the game’s lifelong membership plan has allowed players to enjoy the updates permanently after the purchase with no limit on playtime.

The market competitiveness of Naraka: Bladepoint can be attributed to several factors. Firstly, it is the first Chinese-made competitive escape game, and its integration of material arts and Chinese national style is highly appealing to domestic and international markets (Gong et al., 2019). Secondly, the game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget. Thirdly, the successful promotion strategies adopted by NetEase have allowed the game to reach a wider audience and gain more market share (Johnson et al., 2019). Lastly, the game integrated well with the Xbox platform and XGP, allowing players to access the game easily.

Therefore, Naraka: Bladepoint’s market competitiveness can be attributed to its innovative features, comprehensive promotional tactics, and successful integration into the Xbox platform and XGP. The game’s successful global market entry was largely driven by NetEase’s comprehensive promotional tactics and its ability to leverage the popularity of the Xbox platform (Chan et al., 2022). Additionally, the game’s successful integration into the Xbox platform and XGP helped further promote the game and allowed players to compete in tournaments and win exclusive rewards. Consequently, the game captured players’ attention and drove sales, which allowed the company to gain a competitive edge. Hence, NetEase has bridged the cultural divides by incorporating a Chinese theme in the game and national divides through promotional tactics.

Customer Satisfaction

Naraka: Bladepoint’s Customer Satisfaction Analysis

Naraka: Bladepoint has been well-received by players and has achieved high customer satisfaction. The game’s professional E-sports competition system and integration with the Xbox platform and XGP have been major factors in this success. Additionally, the public has praised the game’s unique features, such as the integration of material arts and Chinese national style (Saiz et al., 2021). Furthermore, the game’s wide range of purchase options, from the standard version to the ultimate version, has allowed players to find the version that best suits their needs and budget. Therefore, the game has received numerous positive reviews and feedback from gamers, who have praised its graphics, gameplay mechanics, and storyline.

Moreover, the game has also been praised for its customer service. NetEase has provided players various customer service options, including live chat, email, and phone support (Johnson et al., 2019). Furthermore, the company has held polls for players to choose the most satisfactory skins and sell them in the store. It has allowed players to have a say in the game’s content, which has been met with great appreciation.

Customer Satisfaction Evaluation

The game’s professional E-sports competition system and integration with the Xbox platform and XGP have been major factors in this success, allowing players to engage with the game more competitively. Additionally, the public has praised the game’s unique features, such as the integration of material arts and Chinese national style (Zhao et al., 2021). The game’s wide range of purchase options has also allowed players to find the version that best suits their needs and budget. Therefore, the game has been well received by both domestic and international players, who have praised the game for its immersive environment, unique characters and weapons, and challenging game modes.

The game’s customer satisfaction can be further improved by introducing more features and content. It could include additional game modes, new characters and weapons, and more in-game events. Furthermore, the game could also introduce rewards for dedicated players, such as exclusive game skins and items, which would incentivize players to keep playing. Additionally, the game could introduce more in-game events, such as holiday-themed events, which would surely draw in more players (Jiang et al., 2019). Finally, the game could introduce more competitive tournaments with larger prize pools, further engaging existing and potential players. Ultimately, customer satisfaction with Naraka: Bladepoint has been extremely positive. The game’s unique features, innovative gameplay, and immersive environment have allowed it to stand out from other games. The game’s various promotional strategies have allowed it to reach a wider audience.

Global Business Environment

Analysis of Global Business Environment Factors

The global business environment in which Naraka: Bladepoint operates can be divided into two broad categories: external and internal factors. External factors include economic conditions, political policies, technological advances, and social trends. The economic conditions of the global market are conducive to the success of Naraka: Bladepoint. The game is inexpensive and appeals to many consumers, making it attractive to prospective players and investors (Xu et al., 2021). Additionally, the political policies of many countries are becoming increasingly open to the gaming industry and provide a supportive environment for the game’s development and success. Technological advances have also allowed Naraka: Bladepoint to be distributed to a global audience, allowing gamers worldwide to access the game’s content. Finally, the social trends of the gaming industry are shifting towards competitive gaming, providing an opportunity for Naraka: Bladepoint to capitalize on the trend and gain market share.

PESTLE Analysis

Political: The Chinese government has implemented a series of policies to encourage the development of the gaming industry, including tax breaks, subsidies, and other incentives for companies in the industry (Ke, 2022). Additionally, the government has implemented regulations to ensure the gaming industry’s healthy development and protect consumers’ interests.

Economical: The gaming industry in China is one of the fastest-growing industries in the country, with the market size estimated to be worth over $50 billion in 2021 (Wu, 2022). This growth has been driven by the increasing demand for online entertainment and the increasing affordability of gaming hardware and software. Additionally, the Chinese government has implemented policies to encourage the development of the gaming industry, which has further fuelled its growth of the industry.

Social: Due to the increasing affordability of gaming hardware and software, gaming has become increasingly popular amongst the younger population in China (Sun et al., 2023). Additionally, the increasing demand for online entertainment has led to the emergence of various esports leagues and tournaments, which further fuel the growth of the gaming industry.

Technological: The development of the gaming industry has been driven by technological advances, such as the development of more powerful gaming hardware, software, and networks (Soni et al., 2020). Additionally, the development of cloud computing and streaming technology has allowed for more immersive gaming experiences.

Legal: The Chinese government has implemented various regulations to ensure the healthy development of the gaming industry. These include regulations regarding age restrictions, game content, and advertising (Penix, 2019). Additionally, the government has implemented regulations to protect the rights and interests of gamers, such as those concerning game monetization and user data privacy.

Environmental: The gaming industry has a relatively small environmental impact, as most games are played online and do not require large amounts of electricity or physical resources (Penix, 2019). Additionally, many companies within the industry are investing in green technologies to reduce their environmental footprint further.

SWOT Analysis

Strengths: The game’s strengths include its unique combination of material arts and Chinese national style and its integration into the Xbox platform and XGP. Additionally, the game’s successful promotion strategies have allowed it to reach a wider audience and gain market share (Johnson et al., 2019). The game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget. In addition, the game was designed with a long-term view, with regular updates providing new content for players to explore.

Weaknesses: The game’s weaknesses include its limited content and the lack of a dedicated E-sports competition system. Consequently, its relatively low price point may make it less attractive to certain consumers (Whitson, 2019). Also, lack of experience compared to foreign developers and a highly competitive global market affects the organization.

Opportunities: The gaming industry in China is one of the fastest-growing industries in the country, and the game is well-positioned to take advantage of this growth. The game’s opportunities include its potential to leverage the popularity of the Xbox platform and the growing trend of competitive gaming (Landoni et al., 2020). Additionally, the game’s unique content and features may allow it to capture the attention of prospective players and drive sales.

Threats: The game’s threats include the possibility of being overshadowed by more established games and the potential for piracy and other forms of illegal use of the game’s content. Additionally, the game may face competition from other Chinese-made games targeting the same markets.

Conclusion

Summary of Findings

This report has examined the impact of NetEase’s launch of Naraka: Bladepoint and has provided suggestions for its subsequent development and existing problems. The successful global market entry of Naraka: Bladepoint can be attributed to several factors, such as its innovative integration of elements of material arts and Chinese national style, its focus on customer satisfaction, and its successful promotional strategies. The game successfully entered the global market due to NetEase’s comprehensive promotional tactics, integration into the Xbox platform and XGP, and its unique gaming experiences. Additionally, the game captured players’ attention and drove sales through its professional E-sports competition system. Furthermore, the game is divided into three purchase versions, which allows players to choose the suitable version according to their preferences and budget.

Recommendations

NetEase should continue focusing on marketing and promotion strategies to reach a wider audience and gain market share. Additionally, the company should focus on creating a customer care culture and an engaging in-game experience for players. It can be achieved by implementing regular updates, new content, and exclusive in-game rewards. Furthermore, the company should continue to invest in developing an E-sports competition system for Naraka: Bladepoint to further engage players and drive sales. Finally, the company should focus on leveraging the power of social media and influencers to reach a wider audience and increase the game’s visibility. It will help to generate interest in the game and to engage existing and prospective players. Additionally, the company should continue to invest in developing an E-sports competition system for Naraka: Bladepoint to further engage players and drive sales.

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