Tencent Marketing Strategy 2024: A Case Study

In this article, we will delve into the marketing strategy of Tencent, one of the leading technology conglomerates in China. With their vast range of products and services, Tencent has become a key player in the global market. We will explore their advertising approach, digital marketing tactics, brand promotion methods, and social media strategy to understand how they have maintained their competitive edge.

Tencent generated a staggering $53.15 billion in revenue in 2019, with advertising accounting for approximately 19% of that total. However, they are not solely reliant on advertising for their success. The company also derives revenue from online games, social networks, and B2B services. To further reduce risk and enhance revenue diversification, Tencent has set its sights on growing its B2B segment, with a target of representing 30% of yearly revenue within the next 18 months. This expansion will involve leveraging their cloud gaming platform and expanding into international markets.

Key Takeaways:

  • Tencent generated $53.15 billion in revenue in 2019, with advertising accounting for approximately 19% of that total.
  • The company aims to diversify revenue sources and reduce risk by expanding its B2B segment.
  • Tencent plans to leverage the cloud gaming platform and expand internationally.
  • Key factors for success in the Asian market include a dominant position, strategic alliances, and steady financial growth.
  • Metrics such as Net Promoter Score and Customer Lifetime Value will be used to evaluate the success of Tencent’s marketing strategy.

Revenue Generation Models of Tencent

Tencent, one of the leading technology giants, has diversified revenue streams, ensuring a stable income for the company. In 2019, Tencent’s revenue was primarily derived from four key sources:

  1. Advertising Revenue: Representing just under 19% of total revenue, advertising plays a significant role in Tencent’s financial success.
  2. Online Gaming Revenue: Online games have been a major revenue driver for Tencent, contributing 29.4% of its total revenue.
  3. Social Network Revenue: Tencent’s social networking platforms, such as WeChat and QQ, contributed 22.7% to its revenue in 2019.
  4. B2B Revenue: The company’s B2B services accounted for 27.5% of total revenue, reflecting its commitment to expanding its enterprise solutions.

Recognizing the potential of the B2B segment and to further reduce its reliance on advertising and online gaming revenue, Tencent aims to grow its B2B segment to represent 30% of its yearly revenues within the next 18 months. This strategic move will enhance revenue diversification and mitigate risks associated with the gaming sector.

To provide a clearer overview, the table below illustrates the revenue distribution across these different sources:

Revenue Source Percentage of Total Revenue
Advertising Revenue 19%
Online Gaming Revenue 29.4%
Social Network Revenue 22.7%
B2B Revenue 27.5%

This visual representation demonstrates the relative contributions of each revenue source to Tencent’s overall revenue. It is evident that Tencent’s revenue generation is well-balanced, with no single category dominating the company’s earnings.

By expanding its B2B segment and reducing reliance on advertising and online gaming revenue, Tencent is poised for continued growth and financial success in the coming years.

Situation Analysis of Tencent’s Marketing Strategy

A situational analysis of Tencent’s marketing strategy reveals several key points. The company has strong Tencent strengths, including a dominant position in the Asian market and steady financial growth. However, its weak global presence makes it vulnerable to competition in global markets. There is strong competition in the Asian market from companies like Alibaba, Baidu, and NetEase, highlighting the need to address the competition in the Asian market.

Tencent has formed strategic alliances with various partners, such as its partnership with LEGO, to penetrate new markets and strengthen its global position. These strategic alliances help Tencent expand its reach and overcome the vulnerability in global markets. Additionally, to better understand the competitive landscape and develop effective strategies, Tencent has conducted a Porter’s Five Forces analysis.

Porter’s Five Forces Analysis

Porter’s Five Forces analysis allows Tencent to assess the competitive environment and identify potential threats and opportunities. The five forces include:

  • Competition in the Asian market: Tencent faces strong competition from companies like Alibaba, Baidu, and NetEase, requiring continuous innovation and differentiation to maintain its market position.
  • Potential competitors: Tencent needs to keep an eye on foreign actors entering the Chinese market and assess their potential impact on its business.
  • Shifting regulations: Regulations can have a significant impact on Tencent’s operations, and the company must proactively adapt to changes in regulations to remain compliant.
  • Bargaining power of buyers: Tencent needs to consider the bargaining power of its customers and ensure that its products and services meet their needs and expectations.
  • Bargaining power of suppliers: To maintain a competitive advantage, Tencent must establish strong relationships with its suppliers and negotiate favorable terms.

By analyzing these five forces, Tencent can gain a comprehensive understanding of the market dynamics and make informed decisions to stay ahead of the competition and drive its marketing strategy.

Porter’s Five Forces Analysis for Tencent Assessment
Competition in the Asian market High competition from companies like Alibaba, Baidu, and NetEase
Potential competitors Monitoring and assessing the entry of foreign actors into the Chinese market
Shifting regulations Proactively adapting to changes in regulations to ensure compliance
Bargaining power of buyers Meeting customer needs and expectations to maintain customer loyalty
Bargaining power of suppliers Establishing strong relationships with suppliers and negotiating favorable terms

Objectives of Tencent’s Marketing Strategy

Tencent, a leading technology company, has outlined several key objectives for its marketing strategy. These objectives aim to drive revenue growth, diversify revenue sources, and reduce risks in the gaming sector. The focus is on leveraging the potential of a global cloud gaming platform and expanding the company’s B2B segment.

Development of a Global Cloud Gaming Platform

The primary objective of Tencent’s marketing strategy is to develop and position a global cloud gaming platform. This platform not only offers gaming services to consumers but also provides B2B cloud services. By investing in this innovative technology, Tencent aims to tap into a new revenue generation model that reduces dependence on in-game purchases. The cloud gaming platform presents an opportunity to attract a wider audience and expand into new markets.

Growth of the B2B Segment

Tencent recognizes the potential for revenue growth in the B2B sector. As part of its marketing strategy, the company plans to shift its B2B segment to represent 30% of yearly revenues. This move will help reduce dependence on advertising and online gaming revenue streams, reducing risks associated with the gaming sector. By expanding its B2B services, Tencent aims to diversify its revenue sources and create a more stable and sustainable business model.

To achieve these objectives, Tencent will leverage its expertise in technology and digital solutions. The company will allocate resources to research and development, infrastructure, and strategic partnerships. By staying at the forefront of technological advancements and meeting the evolving needs of the market, Tencent aims to solidify its position as a leader in the gaming industry.

Strategy of Tencent’s Marketing Approach

Tencent has developed a comprehensive strategy for the rollout of its cloud gaming platform. Drawing lessons from the failures of Google Stadia, Tencent aims to strategically expand the platform to different regions, starting with dense population centers like Frankfurt and London. This phased expansion approach allows the company to carefully evaluate market response and make necessary adjustments before expanding to other major cities in Asia, the Middle East, Africa, and the Americas.

An essential aspect of Tencent’s marketing approach revolves around organizational adjustments. The company recognizes the need to adopt relationship marketing, which entails implementing relationship-based strategies throughout the organization. This shift emphasizes building long-term relationships with customers, partners, and stakeholders, ultimately driving customer loyalty and advocacy.

To adopt relationship marketing effectively, Tencent is moving away from a traditional marketing department structure. Instead, the company is integrating relationship marketing practices across various departments and teams. This strategy aligns with the company’s goal of providing a seamless and personalized customer experience, ensuring that every touchpoint reflects the values and principles of relationship marketing.

Organizational Adjustments for Relationship Marketing

Incorporating relationship marketing into the fabric of a company necessitates the following organizational adjustments:

  • Collaboration: Encouraging cross-functional collaboration and knowledge sharing to enhance customer understanding and deliver consistent messaging.
  • Training and Development: Providing employees with resources and training to build relationship-focused skills and enhance customer engagement.
  • Customer-Centric Culture: Fostering a customer-centric culture throughout the organization to prioritize customer needs and drive long-term relationships.

By making these organizational adjustments, Tencent can cultivate strong and lasting relationships with its target audience, fostering brand loyalty and customer retention.

Rollout Strategy Components Description
Phase 1: Expansion in Frankfurt and London Starting with dense population centers, Tencent will focus on securing a strong foothold in key markets where cloud gaming demand is high.
Phase 2: Expansion in Other Asian Cities Building on the success of the initial phase, Tencent will gradually expand the cloud gaming platform to other major cities in Asia, leveraging its existing user base and strategic partnerships.
Phase 3: Expansion in the Middle East, Africa, and the Americas Tencent will extend its reach to emerging markets with significant growth potential, capitalizing on regional demand for cloud gaming experiences.

Execution of Tencent’s Marketing Strategy

Tencent’s marketing strategy execution involves a phased expansion of the cloud gaming platform over an 18-month period. The company plans to evaluate the market response and set up regional centers to ensure efficient service delivery and customer satisfaction.

Each regional center will have a capacity of approximately 8000 servers to accommodate the growing demand for cloud gaming. By strategically positioning these centers in different locations, Tencent aims to provide optimal performance and low latency to gamers worldwide.

The recommendation is to rely on colocation centers for speed to market. This approach allows Tencent to leverage existing infrastructure and partnerships, reducing the time and cost associated with building new data centers from scratch.

Setting up regional centers requires substantial infrastructure investment. Each center is estimated to cost around 100 million USD per year, including server racks, network equipment, and operational expenses.

Financial considerations will be carefully balanced based on existing and projected growth targets. Tencent will allocate resources to facilitate the phased expansion while ensuring a sustainable return on investment.

The phased approach enables Tencent to adapt to market trends and behavior effectively. By evaluating the market response after each phase, the company can refine its strategy and make data-driven decisions to enhance performance and address customer needs.

Market evaluation metrics, such as Net Promoter Score, Customer Acquisition Cost, and Customer Lifetime Value, will be used to assess the success of each phase. These indicators provide valuable insights into customer satisfaction, acquisition efficiency, and the long-term value of customers.

Metrics Description
Net Promoter Score Evaluates customer loyalty and the likelihood of recommending Tencent’s cloud gaming platform to others.
Customer Acquisition Cost Measures the cost of acquiring new customers and helps gauge the efficiency of marketing efforts.
Customer Lifetime Value Assesses the total revenue generated by a customer over their lifetime, allowing for ROI analysis and customer segmentation.

By continuously monitoring these metrics, Tencent can refine its marketing strategy, optimize resource allocation, and ensure the long-term success of the cloud gaming platform.

Evaluation of Tencent’s Marketing Strategy

Tencent’s marketing strategy for the rollout of its cloud gaming platform will be thoroughly evaluated using key metrics to determine its success. These metrics include the Net Promoter Score (NPS), Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLV). Each of these success metrics offers valuable insights into different aspects of the marketing strategy and its effectiveness.

Net Promoter Score (NPS)

The Net Promoter Score measures customer loyalty and the likelihood of customers actively promoting Tencent’s cloud gaming platform. By surveying customers and asking them to rate their likelihood of recommending the platform to others on a scale of 0 to 10, Tencent can determine the overall satisfaction of its user base. A higher NPS indicates a higher level of customer loyalty and engagement, which is a crucial indicator of the success and future potential of the marketing strategy.

Customer Acquisition Cost (CAC)

Assessing the Customer Acquisition Cost enables Tencent to understand the cost it incurs to acquire new customers for its cloud gaming platform. By analyzing the marketing expenses and resources dedicated to acquiring new customers, Tencent can evaluate the efficiency and effectiveness of its marketing efforts. A lower CAC signifies a more cost-effective acquisition strategy, ultimately contributing to the overall success of the marketing strategy.

Customer Lifetime Value (CLV)

Examining the Customer Lifetime Value provides Tencent with insights into the revenues generated by individual customers over their lifetime as platform users. By considering factors such as average revenue per user, churn rate, and customer retention, Tencent can assess the long-term profitability of its user base. A higher CLV is an indication of successful user engagement and retention, suggesting that the marketing strategy effectively appeals to the target audience and drives sustained customer value.

These success metrics will be consistently monitored and evaluated throughout the phased rollout of Tencent’s cloud gaming platform. By utilizing NPS, CAC, and CLV, Tencent aims to gain a comprehensive understanding of the marketing strategy’s impact and make informed adjustments to optimize its performance. The data collected from these metrics will provide valuable insights that will shape the future direction of Tencent’s marketing efforts.

Budgeting and Investing in Tencent’s Marketing Strategy

Tencent has a strategic approach to budget allocation, focusing on areas that promise long-term growth and capitalize on market opportunities. The company recognizes the importance of both traditional and digital channels in reaching its target audience and achieving marketing objectives. With the rapid expansion of digital platforms, Tencent has adjusted its budget allocation to give online channels greater emphasis compared to offline avenues, reflecting market trends and the potential for growth in the digital space.

This shift in budget allocation aligns with Tencent’s goals of long-term growth and revenue diversification. By investing in digital channels, Tencent can leverage the power of social media, search engines, and online advertising platforms to effectively reach and engage its target audience. These digital channels provide a wide range of marketing opportunities, from targeted advertising campaigns to interactive content creation and distribution.

However, Tencent also recognizes the value of traditional channels in certain markets and segments. Print media, television, and outdoor advertising can still play a significant role in reaching specific demographics and reinforcing brand presence. Tencent’s budget allocation strategy takes into account the unique characteristics and preferences of different markets, tailoring its investments to maximize impact and ROI.

Market Opportunities and Investment Priorities

Tencent’s budgeting and investment decisions are driven by identifying and capitalizing on market opportunities. The company continuously evaluates market trends, consumer behavior, and emerging technologies to determine where to allocate resources. By staying ahead of the curve, Tencent positions itself to take advantage of new opportunities and maintain a competitive edge.

When it comes to budget allocation, Tencent follows a data-driven approach, leveraging market research and analytics to make informed decisions. The company monitors industry developments, competitor activities, and customer preferences to identify areas of potential growth and innovation. By investing in these areas, Tencent can ensure that its marketing strategy remains relevant and effective.

As part of its investment priorities, Tencent focuses on enhancing its digital infrastructure and expanding its reach in key markets. This includes investments in technology and data analytics, enabling the company to better understand its audience and deliver personalized experiences. Tencent also seeks strategic partnerships and collaborations with other industry leaders to leverage their expertise and gain access to new markets and customer segments.


Tencent’s marketing strategy for 2024 revolves around the development of a cutting-edge cloud gaming platform. This strategic move aims to diversify revenue sources and mitigate risks in the gaming sector. By leveraging the potential of the cloud gaming platform, Tencent plans to drive B2B revenue growth and expand its presence in international markets. The phased rollout of the platform will provide valuable insights into its success, allowing for necessary adjustments to optimize market performance.

Tencent’s forward-thinking approach to marketing reflects its commitment to staying ahead in the rapidly evolving digital landscape. By capitalizing on the revenue diversification opportunities offered by the cloud gaming platform, the company is well-positioned to achieve its business objectives. The evaluation of each phase will be crucial in assessing market response and identifying areas for improvement.

With its well-defined marketing strategy, Tencent is poised to make significant strides in revenue growth and market evaluation. By embracing innovative technologies and leveraging its strengths in the gaming industry, Tencent is set to shape the future of gaming platforms and lead the B2B revenue landscape. As the global gaming market continues to expand, Tencent’s commitment to innovation and market diversification positions it as a key player in the industry.


What was Tencent’s total revenue in 2019?

Tencent generated total revenue of 53.15 billion USD in 2019.

What percentage of Tencent’s revenue came from advertising in 2019?

Advertising accounted for just under 19% of Tencent’s total revenue in 2019.

What are the main sources of revenue for Tencent?

Tencent’s revenue in 2019 was derived from advertising (19%), online games (29.4%), social networks (22.7%), and B2B services (27.5%).

What is Tencent’s strategy to reduce risk in the gaming sector?

Tencent plans to grow its B2B segment to represent 30% of yearly revenues in the next 18 months, leveraging the cloud gaming platform and expanding internationally.

What are the key strengths and weaknesses of Tencent’s marketing strategy?

Tencent’s key strengths include its dominant position in the Asian market and steady financial growth. Its weak global presence makes it vulnerable to competition from foreign actors entering the Chinese market. Additionally, there is strong competition from companies like Alibaba, Baidu, and NetEase in the Asian market.

What are Tencent’s objectives for its marketing strategy?

Tencent aims to develop and position a global cloud gaming platform that can also provide B2B cloud services. The company plans to shift its B2B segment to represent 30% of yearly revenue, reducing dependence on in-game purchases and diversifying revenue sources.

What is Tencent’s approach to rolling out its cloud gaming platform?

Tencent plans to roll out its cloud gaming platform in different regions, starting with dense population centers like Frankfurt and London, and gradually expanding to other Asian, Middle Eastern, African, and American cities. The company also emphasizes the need for organizational adjustments and the adoption of relationship marketing.

How will Tencent evaluate the success of its marketing strategy?

Tencent will use metrics such as Net Promoter Score, Customer Acquisition Cost, and Customer Lifetime Value to evaluate the success of each phase in the rollout of the cloud gaming platform.

How does Tencent allocate its marketing budget?

Tencent strategically allocates its budget to areas that promise long-term growth. The company invests in both traditional and digital channels, with an increased emphasis on online channels compared to offline avenues.

What is Tencent’s marketing strategy for 2024?

Tencent’s marketing strategy for 2024 centers around the development of a cloud gaming platform to diversify revenue sources and reduce risk in the gaming sector. The company also aims to grow its B2B segment and expand internationally.
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