随着移动互联网媒介的迅速普及，近年来，手机游戏逐渐成为国内游戏市场的主流，伽马数据发布的《2017中国游戏产业研发竞争力报告》显示，2017年中国移动网络游戏用户数量约为4.6亿人，手机游戏市场营收突破千亿大关，未来游戏行业市场规模将继续增长。 由腾讯公司制作发行的《王者荣耀》自2016年问世以来，一直是国产手游行业的领军作品，在2017年度全球IOS和谷歌综合消费额榜中，《王者荣耀》雄踞第一名。本文将以《王者荣耀》游戏的商业化运营传播策略为研究对象，从新媒体传播视角深入分析王者荣耀问世2年来的商业化运营手段，探究其从众多MOBA类游戏中脱颖而出并最终实现2亿玩家注册、日活跃用户数5000万业界神话的原因，总结新媒体传播背景下的国产手游运营策略，为游戏产品运营提供对策建议。

With the rapid popularization of mobile Internet media, mobile games have gradually become the mainstream of the domestic game market in recent years. The "2017 China game industry research and Development Competitiveness Report" published by Gamma data shows that in 2017, the number of users of China Mobile online games was about 460 million, and the revenue of the mobile game market exceeded hundreds of billions. And the market size of the game industry will continue growing. Glory of Kings, produced by the Tencent company in 2016, has been the leading product in the domestic mobile game industry. In 2017, Glory of Kings ranked the first place in the global IOS and Google comprehensive consumption list. This article will take the commercialized operation communication strategy of " Glory of Kings " as the research object. From the perspective of the new media communication, this paper will analyze the commercial operation of Glory of Kings for more than 2 years and explore the reasons for its emergence from many mobile games, 200 million player registrations and the 5000 million daily active users. What’s more, this paper aims to summarize the domestic mobile game operation strategy within the new media communication background and provide countermeasures and suggestions for the game products’ operation.