Integrating intangible cultural heritage elements into mobile games: an exploration of player cultural identity

Purpose In today’s world, there’s a growing recognition of the importance of cultural heritage. Mobile games have emerged as a powerful medium for the dissemination of culture. However, there’s a noticeable gap in the existing research concerning the cultural experiences within games and how they contribute to the development of cultural identity. This study addresses this gap by developing a scale to evaluate cultural experiences and constructing a theoretical model of cultural identity. By focusing on the popular mobile game “王者荣耀” (King of Glory), we highlight its rich representation of intangible cultural heritage elements and its influence on players' cultural identity. By doing so, it seeks to provide valuable insights and guidance for the development and design of mobile games. Design/methodology/approach To achieve its objectives, this study employs a combination of user interviews, factor analysis and structural equation modeling. These methods are used to identify four key dimensions of cultural experience and explore the intricate relationships between various influencing factors and the formation of cultural identity. Findings The concept of cultural experience within games encompasses four distinct facets: emotional connection, design aesthetics, perceived playfulness and knowledge acquisition. Aesthetic appreciation notably influences emotional connection and the overall enjoyment of the game. Furthermore, emotional connection plays a pivotal role in facilitating users' acquisition of knowledge. Additionally, users' cultural heritage values positively impact emotional connection, aesthetic appreciation, emotional attachment and, ultimately, their cultural identity. Within game-based cultural experiences, emotional connection and knowledge acquisition emerge as central elements that significantly influence users' sense of cultural identity. Originality/value The originality of this study lies in its pioneering construction of a comprehensive framework for assessing the impact of cultural experiences within mobile games on cultural identity. By examining “王者荣耀,” this study bridges the gap between intangible cultural heritage and interactive digital media, making an original and significant contribution to both fields.