Ashes of the Kingdom: A Study of the Impact of Game Design

Innovation on Player Loyalty

Jiawei Yuan

Faculty of Humanities and Arts, Journalism and Communication, Macau University of Science and Technology,

999078 Macau, China

Keywords: Female-Oriented Games, Game Motivation, Game Behaviour, Ashes of the Kingdom, Game Loyalty.

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.

1 INTRODUCTION

The game industry is iterating rapidly and the needs

of players are changing. Since 2023, in the process of

market development, Chinese otome romance games

have gradually shown a conservative trend, and the

homogenization phenomenon has become

increasingly prominent. A series of problems such as

rigid game mode, monotonous game experience and

the difficulty of effectively satisfying the rich

emotional needs of players have emerged one after

another (Dai, 2023). These problems have

undoubtedly sounded the alarm for the development

of the entire game industry. After the "Ashes of the

Kingdom" was officially launched on March 30,

2023, it attracted a lot of players' attention with its

unique theme setting and innovative gameplay. In

particular, it triggered a warm response among female

players, and related topics were repeatedly posted on

hot search on social platforms such as Weibo. At the

end of 2023, "Ashes of the Kingdom" won Google's

award for the best story game of the year, which fully

affirmed its excellent performance and unique charm

in the story, further enhancing the game's popularity

and market recognition. This research has important

implications for the development of the "Ashes of the

Kingdom" and the entire dating mobile game

industry. This study mainly focuses on the influence

of the game design of "Ashes of the Kingdom" on

player loyalty. The in-depth interview method was

used to conduct semi-structured interviews with

different players to deeply understand the reasons

why the game design of "Ashes of the Kingdom"

attracts players. The advantage of this method is that

it can well reveal the internal relationship between

game design and player loyalty, which is conducive

to the research. The ultimate goal of this study is to

deeply understand and carefully analyze how the

game design of "Ashes of the Kingdom" influences

player loyalty. In order to achieve this goal, a lot of

data collection and collation work have been carried

out.

2 LITERATURE REVIEW

This study focuses on "Ashes of the Kingdom" to

analyze how its game design innovations affect player

loyalty, using Howard S. Becker's "Art World

Theory" and Pierre Bourdieu's "Field Theory" to

build a theoretical framework. The research reviews

the previous relevant research results and explores the

context and shortcomings of existing research to lay

a solid foundation for subsequent research.

578

Yuan, J.

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

DOI: 10.5220/0014146700004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 578-583

ISBN: 978-989-758-791-7

2.1 Howard S. Becker's Art World

Theory

Becker believes that the creation of works of art is not

an isolated phenomenon, but the result of the

collaboration of many participants in the art world.

The art world encompasses creators, performers,

distributors, critics, and others who work together to

create, disseminate, and evaluate art based on a

shared set of conventions, techniques, and

understandings (Becker, 1982). This study applies

this theory to the field of games. A game is like a

work of art. Art, copywriting, planning and operation

constitute a huge world of game art. The success of

"Ashes of the Kingdom" is no accident. The artists

carefully craft the characters, the copywriters write

fresh and in-depth copy, the planners are responsible

for planning new events and game mechanics, and the

operations are responsible for regular updates,

promotion and maintenance. Players play a key role

as audiences and communicators, and each role

interacts to shape the overall ecology of the game,

which in turn affects the loyalty of players to the game.

2.2 Pierre Bourdieu's Field Theory

The field proposed by Bourdieu is a social space full

of competition and power struggle, in which different

individuals or groups compete for favorable positions

in the field according to the capital they own

(Bourdieu, 1986). Each game company has a

common set of rules to follow, but also have a niche

based on the uniqueness of each game. "Ashes of the

Kingdom" need to skillfully deploy all kinds of

capital, find a unique position in Chinese otome

romance game field, give the players a sense of value,

help them accumulate capital advantages, so as to

consolidate the player's loyalty in the game.

2.3 Existing Research Deficiencies and

Prospects

There is still a lack of in-depth analysis of such

ancient female mobile games as "Ashes of the

Kingdom". Most studies have focused on mainstream

game genres and have not fully explored the

connection between unique design innovations in

niche genres and player loyalty. Most studies on

Chinese otome romance games adopt the in-depth

interview method, which is a beneficial method to

analyze the psychology behind players and explore

the reasons (Wang & Yang, 2023, He, 2023). But

little research has been done on "Ashes of the

Kingdom". Moreover, there are few systematic

analyses combining Art World Theory and Field

Theory, which fail to fully reveal the interaction mode

of all players in the game, as well as the capital

accumulation and loyalty transformation mechanism

of players in the complex game field.

In summary, based on the two theories, it is

beneficial to accurately enter into the research topic

of the influence of the game design innovation on the

player loyalty, and explore the effective path of game

operation and player maintenance.

3 METHOD

This research adopts the semi-structured interview

method, through the official community of the game,

social media groups, player forums and other

channels. The study adopts the combination of

stratified sampling and purpose sampling to selects

different types of players as interview objects,

including active players, loyal players who have not

played for a long time, players who have recently left,

and lightly experienced players. The research ensure

that players of different genders, age levels, and

geographical distribution are involved to strive for

sample diversity.

The interview outline is designed around the core

innovation of game design, such as the gameplay

mechanics, players were asked about their opinion on

the unique setting of the spy cultivation system, such

as "How does the trust setting affect your strategic

planning when you are training spies?"; in the story

and Characters section, players were asked "What

episode stood out to you the most, and how did it

deepen your emotional engagement with the

characters?"; for paid design, players were asked

"What do you think is the price/performance ratio of

paid items in the game, and does it affect your

willingness to pay?".

In this study, one-on-one in-depth interviews were

conducted with the help of online conference

software, and the duration of each interview was

controlled within 30-60 minutes. The whole interview

process was recorded, the recording of the in-depth

interview was translated into a manuscript, and the

text was classified and sorted by using coding

technology. For example, the views on gameplay

innovation are grouped into one category, and those

related to story experience are grouped into another

category. Through continuous comparison and

induction, key themes and views are extracted, and

the advantages and key points of game design

mentioned by players more frequently are identified,

and the underlying reasons are explored

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

579

4 FINDINGS

4.1 Gameplay Mechanism

The innovative gameplay of "Ashes of the Kingdom",

which uses fragmented information to piece together

a story and combines love and combat, is loved by

players. In this game, players gain fragmented

information through exploration, simulating the

player's entry into the unknown, increasing the sense

of engagement and authenticity.

"Ashes of the Kingdom" defies conventional

notion and proves that female players like to think and

fight, appealing to a wider audience. Its unique spy

cultivation and combat matching system is well

received by players. Players no longer rely solely on

card values as in other otome games, but are keen to

study spy skill combinations, positions, and the

timing for skill release, and different battle scenarios

prompt players to adjust their strategies frequently.

This depth of strategy allows players to invest a lot of

time in experimenting and optimizing the lineup, and

cultivates the player's strategic dependence, which is

a key factor in maintaining long-term loyalty. Players

spend weeks figuring out their own lineup for

difficult levels, which gives them a sense of

accomplishment and increases their engagement with

the game. Compared with love games of the same

type, the gameplay of "Ashes of the Kingdom" is rich

and can provide enough game space for players.

Players said that most of the traditional otome games

focus on the story, and the unlocking of the story only

relies on the upgrade and combination of cards to

complete the game, lacking interesting gameplay.

Compared with the general card strategy games, the

unique love experience and spy plot of "Ashes of the

Kingdom" provide it with a unique competitiveness.

Players said that they can not only unlock the story

after completing the level, but also get a lot of

resources to draw cards, so as to draw new agents into

the team. These agents also have separate or

intersecting story lines that keep them exploring.

4.2 Plot and Characters

"Ashes of the Kingdom" incorporates historical

characters into the story of the game for modern

interpretation, enhancing the game's appeal and

depth. It is set in the history of The Three Kingdoms

Period, and players can learn about real historical

figures through the characters in the game. Through

the processing of art and copywriting, the game not

only gives the character a new setting and story, but

also lets the player fall in love with the historical

figure in the game experience, and transfers this

emotion to the character in the game. Players said that

the painting style of the spy and the male lead was

very attractive to them and was the key to retaining

them. This makes the game an immersive experience

that allows the player to travel through time and

experience history firsthand. As a games with a focus

on female preferences, "Ashes of the Kingdom"

complements the female perspective of historical

figures, giving players a different perspective from

the traditional narrative and making them feel fresh.

Players say that many women whose subjectivity has

been erased in history can show their side as human

beings in this game. It's a valuable perspective. Wang

Yi, for example, was famous in history for being loyal

to her husband. But in this game, she is a brave and

resourceful general. She doesn't have to be a perfect

wife, nor does she have to be a perfect mother. In

addition, players can also learn historical knowledge

in the process of playing the game, making the game

experience both interesting and educational, thus

deepening the love of the game.

Prince Guangling, as the female protagonist and

the player herself, possesses unique character charm,

which is also the key to retaining players. Unlike the

average love game, the image of Prince Guangling is

bright and deep. Her experience and personality traits

have generated strong interest in many players.

Otome romance game players usually don't want the

heroine to have too much personality, so as not to

affect their sense of immersion in the character.

However, Prince Guangling is loved by players

because of its complex and three-dimensional

backstory. She has the decisiveness and

determination to be the top and to threaten others; She

also harbors "benevolence" and can "hear the cries of

all people in the world". This depth of character

makes players feel hooked. Even if they want to give

up on the game, the new CG of Prince Guangling can

reawaken their interest.

4.3 Payment and Operation

The reasonable payment design of "Ashes of the

Kingdom" stimulates players’ willingness to

consume. Limited-time recharge packages with

exclusive rewards, as well as special plots and

clothing props meet the psychological pursuit of

unique experiences by some players. Reasonable

pricing and moderate concessions allow paying

players to gain a sense of value, willing to continue to

comsume to support the game operation and maintain

the game economic ecology. However, sometimes,

the card probability is unknown, the guarantee

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mechanism is harsh, and the gap between paid and

free player experience is too large, which has become

the focus of player criticism. Many players who have

spent a lot of money still cannot draw the desired role,

resulting in the loss of some players. Some players

even publish bad reviews on the network, damaging

the reputation of the game.

The game operator regularly launches new plots,

levels, and activities to meet the players' psychology

of aspiring novelty and maintain the popularity of the

game. For example, the limited contents of festivals

such as the Double Ninth Festival and Qixi Festival

are integrated with traditional cultural elements,

providing novel playing methods and exquisite

rewards, so that players are enthusiastic about

participating in the game and continue to pay

attention to the game.

5 DISCUSSION

5.1 Gameplay Mechanism

Previous studies have shown that innovative

gameplay mechanisms, as game rules, constitute the

creativity required for a work (Zhang, 2024).

According to the China Game Industry Report in

2021, Chinese gamers prefer mobile games

represented by role-playing, card and strategy games

(Fang et al., 2023). Modern players, especially the

younger generation, have grown up in the Internet era

with a lot of information and are used to actively

mining information. "Ashes of the Kingdom"

provides fragmented information to match the

player's exploration instincts. Players are curious and

eager to piece together the complete story like a

jigsaw puzzle, and this self-driven exploration makes

them the master of the game process, creating a sense

of immersion (Hamari & Lehdonvirta, 2010). From

the perspective of psychology, Daniel Kahneman's

"Peak-end rule" indicates that the unexpected clues

players gain in exploration and the surprise moments

when they unlock the hidden plot constitute the

"peak" of game experience, which makes them

remember deeply, and further increases the sense of

engagement and stickiness (Kahneman, 2011).

Chinese otome games show a high degree of

consistency in gameplay design. They generally

adopt the mechanism of drawing and upgrading

cards. The game's core combat system relies on the

player's timely manipulation of cards, while

providing the option of automatic combat. From

another perspective, this design reflects an inherent

prejudice against female gamers, who prefer simpler

modes of play (Li, 2022). "Ashes of the Kingdom"

breaks the inherent mode of otome games and

strategy card games to meet the complex needs of

female players. Under the gradual change in social

attitudes, female players are not only interested in

delicate emotional lines, but also eager to

demonstrate intelligence and strategic abilities. One

study showed that highly engaged players can derive

six achievement values from playing games,

including fantasy satisfaction, adventure, victory,

social competence, self-actualization, and increased

wealth and status (Lin et al., 2015). The unique secret

agent cultivation gameplay of "Ashes of the

Kingdom" breaks through the limitations of

traditional otome game, and the strategic depth of the

game caters to players' psychology of challenging

difficult levels and pursuing a sense of

accomplishment (Ryan et al., 2006). Players need to

choose and match agents according to the battle

situation and formulate tactics. During the strategic

planning process, players will invest mental resources

to build a deep connection with the game and increase

loyalty. After completing the level, resources are

obtained for drawing cards and expanding the lineup,

forming a virtuous incentive cycle, allowing players

to invest a lot of time and energy, and maintain long-

term loyalty.

5.2 Plot and Characters

Story and characters have always been powerful tools

to keep players engaged in a game. A Study in the

field of narratology have pointed out that suspenseful

and emotionally tense stories can prolong players'

game duration (Ryan, 2001). The history and heroic

figures of the Three Kingdoms inherently carry the

love and cultural heritage of the masses. Game artists

and copywriters dig deep into a character's underlying

personality and give it a new look, in line with today's

young people's preference for contrast and

personalization. "Ashes of the Kingdom" with the

fanciful history of the end of the Han Dynasty,

weaving the story of power and emotion interwoven,

in line with the player's pursuit of cultural and

emotional depth.

At the level of role characterization, players tend

to identify with characters with distinct characters and

full backgrounds, and project emotions (Cohen,

2001). The addition of a female perspective is to fill

the gap in the market, allowing players to see a

diverse side of historical figures and stimulate their

empathy. The game uses POV narration and live2D

to present characters vividly and arouse players'

empathy.

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

581

Most dating games shape the female lead image

very flat, sacrificing their personalities to ensure a

sense of immersion for players. In many stories, male

characters are often given prominent social status and

good looks. In contrast, heroines are often portrayed

as one-dimensional and lack distinct personality

traits. Other female characters are also often weak,

acting as villains to set off the heroine or supporting

characters to promote the romance between the male

and female protagonists. This fixed character setting

and implicit male dominance seem to limit female

players to being "loved" and "taken care of", but fail

to solve their inner confusion. This oversimplified

characterization, which ignores personality, is in

sharp contrast to the complex setting of the male

protagonist, resulting in an increasing number of

players having difficulty in empathizing with the

heroine's role (Dai, 2023). In contrast to them, the

complex and three-dimensional character of King

Guangling in "Ashes of the Kingdom" stands out. The

contrast between her courage and kindness as a top

person is in line with people's expectations of good

leaders in reality, and is also close to the complex

nature of human nature.

5.3 Payment and Operation

Research shows that the in-app purchase system can

not only accommodate the play rights of non-money

users to ensure the popularity of the game, but also

allow players to pay for individual pursuit of

expansion space, thus becoming the most mainstream

game payment design at present (Qi & Chen, 2023).

The "card drawing" mode itself caters to various

game psychology of game players to a great extent,

including curiosity psychology, perfectionism

psychology and gambler psychology, constantly

stimulating players to engage in "card drawing"

behavior, making players unable to stop (Qi & Chen,

2023).

Properly paid packages successfully leverage the

player's pursuit of unique psychology. Limited time,

exclusive elements are used to create a sense of

scarcity, so that paying players feel that they are

worth it. The card chaos violates the principle of fair

trade for consumers. Players invest a lot of money but

do not get the expected return, resulting in serious

frustration. Players are far more sensitive to losses

than they are to the joy of gaining gains. The failure

to pay has caused their trust in the game to collapse,

leading to negative word-of-mouth spread

(Kahneman, 1979).

The constant updating of the game is a source of

motivation to keep players enthusiastic. "Ashes of the

Kingdom" regularly updates the level, plot, and holds

limited time activities to meet the needs of players. In

terms of operational strategy, game promotion and

community management also influence the initial

impression and long-term evaluation of players.

6 CONCLUSION

The research result of this study is that through the in-

depth analysis of "Ashes of the Kingdom", it is found

that its gameplay mechanism, story and character

development has significant innovation, while paid

design has both advantages and disadvantages, and

planning and operation have a certain degree of

influence on player loyalty. The research concluded

that the success of the game lies in its unique

gameplay mechanics and story design, but the

payment mechanics and operation strategy still need

to be improved. This study provides a lot of valuable

reference significance for future research in this

direction, which mainly affects the field of game

design and player behavior research, and reveals the

interaction mode of each participant in the game and

the transformation mechanism of player loyalty.

Future studies should focus more on the introduction

of quantitative analysis methods. They should collect

opinions of players from different regions, ages and

cultural backgrounds through large-scale online

questionnaires, conduct quantitative assessment of

player loyalty, and explore the correlation between

game design innovation elements and player loyalty,

so as to more scientifically reveal the inherent law

between game design innovation and player loyalty,

making the research results more convincing and

practical guidance.

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