Fan Empowerment and the Voice of the Production Sectors: A Discourse Analysis of the Contemporary Gaming Culture in China

This chapter focuses on the long-running mobile game Tower of Saviors (Mad Head Limited, 2013) and what has powered its success across the Greater China Region. Using discourse analysis, the chapter explores the developer’s external communication and cultivation of players. Particular attention is given to how traditional cultural values and customs have been utilized in the interactive practice between customer and producer. The chapter also defines the nature of the Chinese game market as pure consumerism mixed with emotional and cultural sentiment.