Ashes of the Kingdom: A Study of the Impact of Game Design Innovation on Player Loyalty

Jiawei Yuan

2025

Abstract

In the context of fierce competition in the current mobile game market, player loyalty has become a key factor to determine the success or failure of games. "Ashes of the Kingdom" has a high level of player loyalty with its unique theme of The Three Kingdoms and diversified gameplay. This study takes "Ashes of the Kingdom" as the research object to explore the influence of its game design innovation on player loyalty. This research takes "Art World Theory" and "Field Theory" as the theoretical framework, and conducts semi-structured interviews with various players. The study found that "Ashes of the Kingdom" featured game design innovations in gameplay mechanics, story and character development, paid design, and content updates and operations. The results of the study show that the design elements of "Ashes of the Kingdom" have a certain impact on player loyalty, and provide a multi-dimensional reference for the game industry at the theoretical, practical and cultural levels.

Paper Citation

in Harvard Style

Yuan J. (2025). Ashes of the Kingdom: A Study of the Impact of Game Design Innovation on Player Loyalty. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 578-583. DOI: 10.5220/0014146700004942

in Bibtex Style

@conference{apmm25,
author={Jiawei Yuan},
title={Ashes of the Kingdom: A Study of the Impact of Game Design Innovation on Player Loyalty},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={578-583},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014146700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Ashes of the Kingdom: A Study of the Impact of Game Design Innovation on Player Loyalty
SN - 978-989-758-791-7
AU - Yuan J.
PY - 2025
SP - 578
EP - 583
DO - 10.5220/0014146700004942
PB - SciTePress