# Tencent Games Marketing Research 2021.10 - 2022.04
Tencent stands as the global leader in the video game market and holds significant financial worth. The marketing user research division aims to establish stronger connections with Generation Z, seeking insights into our perspectives on the latest trends in gaming. This endeavor serves as a foundation for their learning process, contributing to the development of enhanced games.
During my tenure, my primary focus was delving beneath the surface to unveil the underlying motivations driving Generation Z gamers. This necessitated moving beyond superficial factors like image quality, and instead, comprehending the underlying "whys" behind their choices. Concurrently, I was also entrusted with the responsibility of generating comprehensive reports that analyzed the most recent and popular offerings within the gaming industry.
Result
Nominated for top report 3/16 times out of 1,280 total reports among 80 researchers.
01
3,000 Words Bi-weekly Report
Every two weeks, I immerse myself in crafting detailed 3,000-word business reports. These reports delve into the latest and most popular products in the gaming industry. I uncover the origin stories of each game, spotlight three defining features, present ratings from major game media, and weave in the voice of users through their comments. I keenly analyze what sets these games apart and why they shine uniquely in the gaming landscape. I explore the factors propelling their popularity, including targeted audience appeal, alignment with industry trends, and savvy promotional tactics. Drawing lessons from these successes, I envision how companies like Tencent could leverage similar strategies. However, I don't shy away from addressing shortcomings, offering practical pathways for improvement. These reports provide an insider's view, offering strategic insights that navigate the dynamic currents of the gaming world.
Methodologies
• Search for the game background:
Producing Studio, Publisher, Game Type (RPG, ATG, FPS, PVP, etc.), Game Platform,...
• Experience the game myself
• Search for the game reviews:
Steam, Metacritic, Gamestop, IGN, PS, Youtube, etc.
• Summarize 3 highlights:
Game mechanisms, Player Balance, Buff Systems, Game Renderings, Game Modes, etc.
• Analyze the differences compared to other games:
Why do I think this game is better?
• Analyze why is this change happening?
Psychology, Industry, Technology...
• Analyze how to improve the game
• Analyze how the other games can learn from this game
02
10,000 Words Themantic Report
I also wrote comprehensive monthly thematic study reports, each surpassing 10,000 words in length. My diverse topics include "The Present And Future Of Virtual (Digital) Humans," "Analyzing Art Styles Trend In Anime Games," "How To Design A Cool Monster," and "Analyzing the Trend of Animation on Mainstream Platforms." These reports provide in-depth insights into a wide range of subjects, catering to both enthusiasts and professionals.
• The Present And Future Of Virtual (Digital) Humans
This project envisions the future of virtual beings by discussing aesthetic trends in virtual character design, attractive digital scenes using real-time rendering, and the integration of virtual characters in gaming and videos. It also explores the possibility of autonomously creating virtual beings through user-generated video content, including considerations of commercial models, character identity, and creative formats.
• Analyzing Art Styles Trend In Anime Games
This report sheds light on the evolution of the post-apocalyptic motif in modern anime games, tracing its inception from cultural anxieties to its present-day manifestations. By analyzing the diverse gameplay mechanics and art styles in "Arknights" and "Genshin Impact," my report showcases the dynamic interplay between thematic settings, gameplay innovation, and artistic expression. Furthermore, it highlights how these games influence each other and the broader gaming landscape, showcasing the potential for cross-genre inspiration and creative evolution. The portfolio demonstrates how the fusion of post-apocalyptic aesthetics with varying gameplay mechanics creates distinct player experiences, fostering a deeper understanding of the evolving dynamics within the gaming industry.
• How To Design A Cool Monster
The report explores the swift impact of monster-themed works, standing out for their intense appeal and advanced stimuli. Designs like "Wet Nurse," "Runner," and "Double-Headed Monster" effectively merge storytelling and theme, while flawed creatures like "Shield Monster" and "Ant Rider" suffer from mismatches. The report highlights the appeal of monster themes in blending aesthetics and narratives, contrasting mimicry with innovative biology. It also assesses color harmonization and integration in designs. The essence of Eastern creatures draws inspiration from myths, embodying sacredness and auspicious meanings. Eastern designs avoid humanoid figures and mechanical elements. Key differences between Eastern and Western monsters include background, omens, attitudes, elements, prototypes, composition, and color.
• Analyzing the Trend of Animation on Mainstream Platforms
In my analysis of the trend of animation on mainstream platforms, I employ pivot tables to delve into the manga trend. Within the pivot table framework, I organize data using the date column to track trends over time. The rows represent manga titles, while the ranking values serve as the focal point for assessment. This approach allows me to comprehensively explore how psychological factors, social background, and consumer preferences shaped anime trends and impact their popularity across prominent platforms.
Conclusion
During my time at Tencent Games' Marketing User Research Division from October 2021 to April 2022, I focused on understanding Generation Z gamers, aligning with Tencent's mission to enhance gaming experiences. I gained recognition with three top report nominations out of 16, distilling insights from bi-weekly 3,000-word reports on game attributes, media ratings, and user feedback. Crafting 10,000-word thematic studies expanded my impact. By employing research and gameplay, I provided valuable perspectives for game enhancement, deepening my grasp of the gaming landscape's evolution and reinforcing my commitment to impactful insights within the industry.