Research on the New Media Communication of NetEase Games

At present, online games and new media are in the rising period of social development. People are making contacts with them all the time in their daily life directly or indirectly, actively or passively. NetEase games has shown its own communication capabilities and promotion potential in the field of new media communication and achieved a certain degree of communication results, but it also reflects many problems in the new media communication. Making in-depth analysis by combining with the new media communication, exploring how to better jump out of the strange circle of generalized and stereotypical new media communication of game companies and break the social public's immunity to the communication mode become the problems that need to be solved urgently for the new media communication of NetEase games. Keywords—new media communication; NetEase games