Innovative game-placement ads pry 45 million children's consumer groups

In China, the application of IGA system has been unable to achieve its value, the early Wow and Coca-Cola's different industry cooperation in the country wide acclaim, but the praise is more from the game implanted outside the brand (image) cooperation, the contribution of IGA is relatively weak, across the development of IGA on the road,　　There are two basic issues that cannot be effectively addressed. One is the value of implanted advertising and game operation value of the contradiction, for online games, 100,000 of active users generally can produce about 1 million of the monthly operating income, at this time the advertising revenue will be effective for the overall game operating income to promote, but 100,000 of the coverage of the national advertisers can be negligible When online games reach millions of or even tens of millions of dollars, game operating revenue can basically ignore the income of the implanted ads.　　The second is to embed the advertising performance and game characteristics of the docking, embedded in the network game ads to reflect its unique advertising value, must be closely linked with the characteristics of the game, games and advertising through interaction, this game itself to adjust the adjustment put forward a greater challenge, more intangible increase damage to the user experience the great risk. This summer, "Prince Cookie" with 45 million valid registered users of the child virtual community "Obi Island" of IgA cooperation case, to overcome the problem of the application of IgA to find a breakthrough, Obi is our country's largest user of the child virtual community, this May Obi according to "Prince Cookie" The brand story has launched a new copy of the story----Prince Planet, as a large-scale cycling play system, "Prince Planet" according to the original brand of Prince Cookie image of NPC, scene design, play settings and task updates, to achieve the props, scenes, task copy and play system full implantation,　　Let the target customer group through the role play the way to experience a full range of interactive brand experience, to achieve IGA compared to other forms of advertising can not be compared to the depth of communication. According to the official statistics of game manufacturers, more than 15 million Austrian users have been involved in the "Prince Cookie" implanted content, and the average daily stay of more than 28 minutes, Obi Island "Prince Planet" innovation is not limited to the advertising effect, while meeting the needs of gamers, many users through the forum, Post Bar and other BBS as usual discussion of the game content as actively discussed the Prince cookies. The user's resistance to IGA content is even favorite, it is the most effective harmonic agent in the contradiction between the implanted advertisement and the game operation, meanwhile, the core users of the Audubon Island are the 6-14-year-old children Group, the user's individual consumption ability is weaker also determines that Obi Island needs to replenish its revenue ability through derivative products, embedded advertising and other business sectors.　　Obi based on the Web page game technology to achieve a weekly update of the rapid revision of the operation mode, but also decided that it can effectively grasp the timeliness and performance of IGA content, compared to MMORPG games, web games to carry out in-depth placement of advertising has the innate technical advantages. Because of the rapid development of the Internet, a variety of content information has been expanding, the user instantaneous access to information is also increasing, and this one of the various interference information is also increasing. In response to this situation, advertisers pay more and more attention to the effect of advertising itself, rather than blindly seeking coverage of people and clicks, the depth of the game embedded ads will become the future advertisers rely on a way to put. (Edit Zhang Xing)