连接·认同·参与：试论数字时代的营销逻辑——以《黑神话：悟空》为例

Connect-Identify-Engage: Testing the Logic of Marketing in the Digital Age—“The Black Myth: Wukong” as an Example

摘要: 《黑神话：悟空》作为中国首款3A游戏，在发售后，其凭借精美的内容创作、顶尖的游戏体验，不仅收获了全球玩家的赞誉，更是突破电子游戏的内外壁垒成为全民热议的社会现象。在品牌营销苦苦追求破圈之际，《黑神话：悟空》却在悄然无声间达成了规模庞大的营销奇迹。本文试图探索《黑神话：悟空》如何完成这一奇迹，并以此为切口尝试探讨数字时代营销逻辑。

Abstract: As China’s first 3A game, “The Black Myth: Wukong” has not only gained praise from global players with its exquisite content creation and top-notch gaming experience, but has also broken through the internal and external barriers of video games to become a social phenomenon hotly debated by the whole nation after its release. While brand marketing is struggling to break through the barrier, “The Black Myth: Wukong” has quietly achieved a large-scale marketing miracle. This article tries to explore how “The Black Myth: Wukong” accomplished this miracle, and takes this as an opportunity to explore the logic of marketing in the digital era.