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乙女游戏是指男女恋爱游戏，玩家以女主身份在游戏中与多个男性角色进行互动，选择“恋爱对象”，剧情风格浪漫温馨、互动甜蜜，多以“卡牌抽取+剧情解锁”为主。不同于操作性强、竞技性强的游戏，乙女游戏的玩法主要为用户通过消耗游戏资源抽取卡牌、升级卡牌，以此来通关解锁新的剧情，解锁剧情时只需要按照屏幕上的提示，点击选择不同的选项，便可推动剧情发展，这类游戏多强调能给用户带来模拟现实恋爱互动的体验感。

国产乙女游戏自2017年末至今发展火热，成为国产游戏行业中一条不可忽视的重要赛道，而基于生态位理论对国产乙女游戏的研究暂时处于空白状态。鉴于此，对于该类游戏为何发展迅速，玩家需求是否在游戏过程中得到了满足，该类游戏在发展过程中存在什么问题，如何解决其在发展过程中存在的问题并推动其更好发展等问题的研究则显得具有必要性。

本文以媒介生态位理论为基础，利用文献分析、个案研究、调查问卷和深度访谈的方式，以582份调查问卷数据和10份深度访谈记录为蓝本，对《恋与制作人》《时空中的绘旅人》《未定事件簿》《光与夜之恋》四款国产乙女游戏及其用户在消费、广告营销、玩家心理等方面进行研究，从而分析出国产乙女游戏在发展过程中存在的问题，并提出相应建议。

研究发现，从宏观层面来看，国产女性向游戏用户的强社交、强心理期待、强心理需求的特点，为国产乙女游戏机制与内容的开发奠定了基础，其成熟的广告营销模式也为国产乙女游戏提供了有益借鉴；国产乙女游戏结合女性向游戏用户为“爱”、为“胜”、为“美”付费的心理需求，在游戏内外为用户打造不同的消费场景。因此，国产女性向游戏的发展早已为国产乙女游戏的火热打下基础。从微观层面来看，参与本文调查问卷的582名用户中，有83.2%的用户更看重游戏画面及文本内容，即更稳定、精致的画风，更合理、吸引人的剧情可以使用户的游戏体验得到满足，但也仅有38.8%的用户对于国产乙女游戏的活动质量和更新频率感到满意，这一数据也反映出国产乙女游戏虽然发展火热，但内容质量并不能很好地满足用户需求，是影响其后续发展的一大桎梏。

综合深度访谈与问卷调查内容，国产乙女游戏在发展过程中存在同质化倾向明显、游戏质量不稳定、用户结构出现低龄化趋势、用户氛围不和谐、用户维权困难、游戏官方缺乏主动作为等问题，对此，在未来的发展中，游戏官方可以打破对女性用户的刻板印象，引入更多竞技元素与机制，从视听方面综合提升用户的体验感与参与感；在符合剧情发展的基础上，大胆创新，打造多元立体的人物设定；主动作为，维护游戏社区的和谐氛围，对未成年人进行正确、积极地引导；最重要的是，将对女性的尊重贯穿游戏始终。

Otome game refers to male and female love games, where the player interacts with multiple male characters as the female protagonist and chooses the "love object", and the plot style is romantic, warm and sweet, and the gameplay is mostly based on "card extraction + plot unlocking". Unlike games with strong operation and competition, the gameplay of Otome games is mainly based on users consuming game resources to extract and upgrade cards to pass the levels and unlock new plots, and when unlocking the plots, they only need to follow the prompts on the screen and click to select different options, which will promote the plot development, and this kind of game emphasises that it can bring users the experience of simulating real-life interactions.

Domestic Otome games with young female groups as target users have been developing hotly since the end of 2017 so far, becoming an important track in the domestic game industry that cannot be ignored. The research on domestic Otome games based on the ecological niche theory is in a blank state for the time being. In view of this, it is necessary to study why this kind of game is developing rapidly, whether players' needs are satisfied in the process of the game, what problems exist in the process of the development of this kind of game, and how to solve the problems in the process of its development and promote its better development.

Based on the media ecological niche theory, this paper uses literature analysis, case studies, questionnaires and in-depth interviews, with 582 questionnaires and 10 in-depth interview records as a blueprint, to study the four domestically produced Otome games of "Evol×Love", "For all time", "Tears of themis", and "Light and Night" in the aspects of consumption, advertising and marketing, and players' psychology, so as to analyse the domestically produced Otome games in the development process of the existing problems, and put forward the corresponding recommendations.

The study found that, from the macro level, the strong social interaction, strong psychological expectations and strong psychological needs of domestic female-oriented game users have laid a foundation for the development of the mechanism and content of domestic Otome games, and their mature advertising and marketing model also provides useful reference for domestic Otome games; domestic Otome games have combined the psychological needs of female-oriented game users to pay for love, victory and beauty to create different consumption scenarios for users both inside and outside the game. Combining the psychological needs of female-oriented game users to pay for "love", "victory" and "beauty", domestic Otome games create different consumption scenarios for users inside and outside the game. Therefore, the development of domestic female-oriented games has long laid the foundation for the popularity of domestic Otome games. From the micro level, among the 582 users who participated in the questionnaire of this paper, 83.2% of the users valued the game picture and text content, i.e., a more stable and delicate painting style, and a more reasonable and appealing plot can satisfy the users' gaming experience, but only 38.8% of the users were satisfied with the quality and frequency of the activities of the domestic Otome games, which also reflected that the domestic Otome games were not as popular as the domestic Otome games, although the development was hot, but the quality of the content was not as good as the domestic Otome games. This data also reflects that although the development is hot, the quality of the content does not satisfy the users' needs well, which is a major shackle affecting its subsequent development.

Comprehensive in-depth interviews and questionnaire surveys, the development of domestic Otome games in the process of homogenisation tendency is obvious, the game quality is not stable, the user structure appears to be the trend of underage, the user atmosphere is not harmonious, the user's rights protection is difficult, and the game official lack of initiative, etc., in this regard, in the future development of the game, the game official can break the stereotypical image of female users, the introduction of more competitive elements and mechanisms from the audio-visual aspect of the comprehensive enhancement of the user's sense of experience and the frequency of satisfaction. In this regard, in future development, game officials can break the stereotypical image of female users, introduce more competitive elements and mechanisms, and comprehensively enhance users' experience and sense of participation from audio-visual aspect; boldly innovate and create diversified and three-dimensional character settings in line with the development of the storyline; take the initiative to maintain the harmonious atmosphere of the game community, and correctly and positively guide minors; and, most importantly, respect for women throughout the game.