The enlightenment of Realm of Valor on the glocalization and cross-cultural communication of Chinese mobile games

Abstract

As the wave of globalization grows, globalization is gradually taking its place in globalization. This study focuses on the development of ‘Realm of Valor (ROV)’ in Thailand as a case study to analyze how to localize in target countries in the context of globalization from a cross-cultural perspective. Ten participants were invited to conduct focus group interviews and one-on-one semi-structured in-depth interviews from the perspective of players and producers in this study. This study combines glocalization theory, cross-cultural communication theory, and uses and gratifications theory to provide an in-depth analysis of the localization of ROV in Thailand. It compares the differences between the original Chinese version ‘Honor of King (HOK)’ and ROV, and summarizes the differences between the two. It also summarizes the reasons for ROV's success in Thailand from the perspectives of Glocalization and Cross-cultural Communication in conjunction with the interviews. Then, suggestions based on Glocalization and Cross-cultural Communication are given from the perspectives of players and producers. The purpose is to analyze the weaknesses and successes of ROV at the current stage of overseas communication, summarize the conclusions, and on the basis of the case study of ROV, provide the realization path of localization strategy for Chinese game companies to enter the cross-cultural communication in overseas markets.