Analysis of the Influence of Intrinsic Motivation on Player Experience in Mobile Games: Focusing on the Moderating Role of Narrative Advertising

The COVID-19 pandemic led to an increase in mobile gaming as people sought indoor entertainment. This study explores the impact of narrative advertising on players&quot intrinsic motivations and gaming experiences, focusing on China&quots popular mobile game &quotHonor of Kings.&quot Surveying 282 participants, the research reveals that narrative advertising positively influences the relationship between intrinsic motivations and gaming experience. This highlights the potential for narrative-driven ads to enhance player engagement and improve marketing strategies in mobile gaming. The findings emphasize the importance of integrating advertising with game design to enrich user experience and motivation. However, the study is limited by its focus on a single game, which may restrict generalization to other games or cultural contexts. It also only addresses short-term player reactions, calling for future research on diverse games and longer-term impacts. In conclusion, the research underscores the valuable role narrative advertising plays in mobile gaming and its implications for marketing strategies and user experience enhancement.