Cheng Analysis of game marketing opportunities and practices

After a total of 5 awards, Donews, as the historical witness of the entire Chinese internet, really felt the power of the gaming industry itself-a game that, in addition to the other vertical areas of the Internet, was evolving on its own (and rightly so) More attached to the free business model of the total subversion, creating the current scale of the largest and most effective industrial transformation model. Therefore, not just content, the value of the industry at the commercial level is also worthy of attention and analysis. This is the original intention of donews to set up a special marketing award in the annual awards ceremony.

"2014 Donews the First Prize award ceremony", "the Internet industry's best marketing idea of the Year" one award by the Tencent Game "counter-war" of "reverse attitude" Pan Entertainment Marketing project exclusive. At the same time, with the successful creation of several marketing cases over the past year, the honor of "game industry's best market team of the Year" has been awarded to Tencent Games. In fact, in these two professional marketing awards, Tencent Games have been the second consecutive year.

The so-called "internet thinking"

We believe that with the rapid development of industry and intensified competition, the game is increasingly accepted by the community at the same time, the importance of marketing has become increasingly prominent. including Tencent, NetEase, perfect, swim and other game operators, there have been more than one example, successful game marketing has long been no longer satisfied with the single industry narcissism, but across a number of industries, has a broader and far-reaching impact.

But the marketing flaws in the traditional field are obvious: the precision needs to be a big question mark, due to the fact that television or print is the way to reach. To the Internet, especially the mobile internet era, this limitation is greatly improved. Through better data analysis and judgment of user's individual behavior, it provides more accurate marketing path, process and effect can be better tracked, evaluated and optimized. In recent years, the so-called "internet thinking", which is so hot that even makes people queasy, is so much the essence.

No one knows exactly which year the marketing of the "Internet Thinking" label was specifically started. But looking back over the past year or even a long time, we found that people can impress the marketing case, there may be no outside the electric field of Jingdong, Ali (and so on); It field of millet, the Charm clan (etc); Of course, there are games, although most of them were used in vulgar promotion to attract attention. And they are all closely related to the Internet.

Cheng Analysis of game marketing opportunities and practices

Specific to game marketing, the entire game industry in the domestic development has not yet 20 years, the network game is shorter, and its related marketing in most of the time, only as a product of the attachment and existence, is dispensable embarrassment. And more game practitioners of the so-called "attention" to marketing, in fact, is limited to simply can "suction" or rough resources piling up, not to mention the professional system of the summary and reusable methodological refinement.

With the rapid development of the industry, can the current game marketing? The answer is obviously negative. The quality of the product itself is important, however, when faced with limited marketing resources, Limited user attention (and of course, financial resources), as well as the rapid expansion of the industry will inevitably bring the product homogeneity of the dilemma, the game for marketing creativity, marketing effect requirements, but also must ascend to unprecedented heights.

Donews was invited to participate in the annual meeting of Tencent Mutual Entertainment marketing team in early 2014. Cheng, vice president of Tencent, faced more than 500 in-house employees at the conference-Yes, light marketing team has more than 500, this size is the largest gaming industry in China, but also the entire Chinese Internet industry, one of the largest, and more than a considerable number of internet companies-to throw away the team specifically for its PPT, I made a more than 10-minute, unscripted speech on the topic of marketing. With regard to the content of this statement, we have not made any public requests for entertainment at that time, and have now been confirmed, to extract the core views of the following, and share with you, especially those in the marketing industry

The era of internet and mobile Internet is a rare revolutionary opportunity for every marketer.

How to create new marketing theories based on the internet and mobile Internet, how the content, the convenience and the user touches each aspect, lets the product continue to reduce in the communication cost, but has the better creativity and the effect, thus lets the user have the better experience, the Internet and the mobile Internet provides the more possibility.

How to use large data analysis to draw a regular, can be used in different market segments of the marketing strategy, how to make large data based marketing more accurate, user insights more in line with the needs of market segments, all marketers need to explore the field.

 with the (Mutual entertainment) business from a simple game derived to the field of literature and animation, with the Pan-entertainment strategy from the Chinese market to the global interactive entertainment market, for all marketers to put China's marketing ideas and marketing innovation to the world to provide an important opportunity.

So far, China's real global scope of marketing of the systematic, innovative contribution to a handful. The Internet not only provides us with the possibility of leading the world in product and user experience, but also provides the opportunity to lead the world in marketing idea, practice and summary.

is also the annual meeting, we and Tencent Interactive Entertainment marketing Department of data analysis, user research, creative design three team leader of the face-to-face in-depth communication, the relevant content see "Behind the story: Tencent Game Marketing Methodology" a article.

The whole Tencent Mutual Entertainment market team in addition to the above three, but also responsible for the various business brand management, marketing planning, Media PR, user research, business development, website architecture, regional promotion, channel construction, etc.-many of them do not seem to belong to the "marketing" category. For this question, Tencent Mutual Entertainment did not elaborate, only to explain that "the surgery industry has specialized." Here, we take "counter war" "Reverse attitude" Pan Entertainment Marketing this award-winning project as an example, through some simple demonstration analysis, try to glimpse the team's work thinking, mechanism and effectiveness.

Case: "Reverse attitude" pan-entertainment marketing

"The war" in the joint promotion with the Zhangjieqiang, lasted a full three years, all the cash investment only up to tens of millions of dollars. This and the end of the industry is common in a game of light listed on the ruthless hit tens of millions of of the same.

Through the cooperation, "the war" has received many media, the promotion channel as well as the concert title, depth implantation, such as many times in the input of high-quality rights (are free or lower cost), their own user activity and product income rising, become Tencent in large client online games after the "League of Heroes", "Dungeons and Warriors", "through the FireWire", "QQ speed", "QQ Dazzle Dance" This "five classics" after the most successful products, embodies the outstanding cost management and effect output.

As the main target users of the game, "the war" on the user in the crowd segmentation, social behavior, personality labels, focus on the content of multi-dimensional research and analysis results. And with such user insights, determined to join hands with Zhang Jie, and entertainment marketing methods to communicate with users to explain the product selling point and the spirit of the core marketing strategy. In Donews view, Zhang Jie in the "war" is not a simple product endorsement nature, more importantly, through cooperation to achieve IP value-added. It is not only a "war" game, or "war" song, but also represents the traditional "reverse attitude." When the song was sung by the fans and became a kind of entertainment culture phenomenon, the game itself was understood and accepted by the broader crowd, thus realized the brand and product's overall promotion.

Comments of Donews

For this project, the awarding ceremony of the jury gave the following comments: "The war" fully tapped the target users of the characteristics, accurate positioning of the spokesperson, to create product differences in the shooting similar to the quality of serious products in the category to stand out. At the same time, we are more delighted to see the process of professional marketing system and methodology of precipitation, its brand-building and cross-sectoral impact of the construction of game marketing, especially Pan-entertainment cooperation has a wide range of reference significance.

This comment also represents Donews's view of marketing. In fact, there is no strict distinction between "best" or "better" in the case of excellence, and the award itself represents an output of attitude and opinion. We are convinced that the essence of marketing is common, and traditional marketing theory and experience need to inherit and develop in the new era. From this point of view, the Internet and games are giving such a new carrier and opportunity, and therefore, we hope, and call to the industry in the company's marketing team more encouragement and support.

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