Tencent Mobile Game: Marketing in a Precise Way
Supervising Professor: Jing Bing; Case Researcher: Cui Huanping [ Language available : Chinese ]

In 2013, Tencent ranked first in online games revenue among companies listed in China with sales of RMB 32.63 billion. With the PC games market almost saturated and mobile games taking off, industry leader Tencent is strategically positioned to succeed in mobile. With the development of multi-screen terminals, the cost of advertising has increased year by year. How does Tencent control its operating costs and improve efficiency in the mobile games industry through quality operations? Behind Tencent’s precision marketing capabilities, what is its core competence compared with its competitors?

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