Mobile Gaming Strategic Communication and Fear of Missing Out (FoMO) in Fan Culture: A Case Study of Final Fantasy Brave Exvius

This study examines a case study of the messages and strategies used in mobile game marketing and communication specifically of fans at the Final Fantasy Brave Exvius Fan Festa in December 2018. Through a lens of fear of missing out (FoMO) theory and understanding of fan communities, user-generated content, and public relations pseudo-events, this chapter seeks to understand the impressions of the fan community associated with the game. Through interviews and observations at the event as well as analysis of the online messages shared with individuals who played the games, the study seeks to explain the way players interact with the organization and its promotional materials. A discourse-analysis of the statements creates a window into the gameplay practices of these fans as well as an explanation of their relationship with in-game marketing and communication practices