Dialogue: Interpreting game implantation Interactive Marketing

Interview: Wooxiao Andy Wu, vice president of Beijing Ngi Online games

www.ngiworld.com.cn

Notes：

Iga:in-game Advertising (game-implanted ads)

Thy billows: Woo, welcome you to join us this game group, this is also this group to do the game Marketing topic interview for the first time, thank you very much you can make an exchange with everybody.

Wooxiao: It's my pleasure to interact with colleagues in all aspects of the industry chain.

Thy billows: Your ngi, mainly engaged in the game related to which aspect business?

Wooxiao: We are an integrated network game media resources platform for the brand to provide integrated communications, interactive marketing services, the current business of the main body is in the field of IGA cooperation

Your billows: Current IGA is a very hot topic, Shanda has also set up a Sheng Yue advertising to enter this new market segment, please introduce this piece of domestic development.

How many companies are in the business of IGA? What is the form of development?

Wooxiao: As one of the most popular entertainment industries, the media features and advantages of online games have become more and more clear.

3 years ago, Ngi was the first person to come out to eat crabs, and now the companies that are in a hurry and may be more and more.

Of course, in addition to some of the following to see the lively, really in the mode, technology, team ready enough should not exceed 10, I refer to the focus on the business of IGA professional institutions.

Thy billows: It seems that Ngi is a leader in this new market. As a pioneer, certainly encountered a lot of unprecedented problems, compared to foreign and domestic, you think domestic IGA, what is the difference?

Wooxiao: In fact, in the sense of the real marketization of IgA, the gap between China and Europe, America, Japan and other countries is not big.

Even at some level, domestic soil may be more fertile. Of course, I'm talking about online games.

Thy billows: A few years ago a large number of domestic manufacturers are mainly agents operating foreign games, there are many manufacturers began to develop themselves, for IGA this kind of business, ngi more want to cooperate which kind of manufacturers?

Wooxiao: Ngi's vision does not entirely distinguish between domestic and foreign concepts to treat target resources,

But from the dissemination of resources, such as openness, matching, service and other aspects of the definition.

Of course, some products, markets, operational maturity is higher than the partner is we are very concerned about the target.

In addition, we also attach great importance to resource providers in the concept of IGA identity.

Thy billows: Before the World of Warcraft and Coca-Cola in the domestic game to promote, we can see the image of Coca-Cola in the game, this is not a form of implantable advertising?

Similar to the FIFA, need for speed, such as the Times of the game, also saw a large number of implantable ads

Wooxiao: First of all, I would like to make a statement that we cannot isolate the value of IGA for the marketing and dissemination of a brand or product.

IGA is also a lot of forms, its effect is not a point, but with the brand in the overall marketing activities linked

Thy billows: The form of IGA, is limited to the fixed advertisement place in the game only, still say can extend to the prop inside the game, the transaction in the game, interaction?

Can reach the player's brand/product to The Advertiser

Wooxiao: Take the network game as the core communication platform, take the participation and the fun to guide the consumer's brand experience, is gradually becoming the new media dissemination innovation an important direction.

When IGA this completely blends in the daily life of the Internet interactive Communication, and film, plane, outdoor and other traditional media to form the support, relevance, and brand in the channel, promotional activities to interact, not only will lead the target users to produce a great experience resonance, Its ripple effect on marketing will be far more than the traditional media information one-way transmission.

Thy billows: What is the value of IgA to the game manufacturer?

For gamers, they don't want to see the content of the ads, which undoubtedly undermines the fun of the game.

Wooxiao: A successful and effective IGA communication program should not only be the pursuit of a fixed brand, product simple implantation exposure, more important is the brand concept, product value, with props effect, task achievement and so on a series of satisfying the player's entertainment senses, play the game in the course of the behavior, emotional experience associated

The future of the game in the design, upgrade, update changes, will be led by manufacturers and players to lead the balance

More consistent integration with the player's experience, feelings, pleasures, and preferences in real life

Thy billows: If IGA can deploy in the game work more successful, how do you think the proportion of the game revenue can come from IGA? For a medium operating degree of the net, that is, the number of online 200,000 ~50 million game

Wooxiao: The ratio depends on the type and content of the game itself.

For example, a pure classical environment RPG game with a full synchronization of the real environment of casual games, its IGA shape, capacity space is bound to be a large difference

Thy billows: Is it said that advertising revenue at this stage is not suitable as a game manufacturer's main source of revenue? (In contrast, the Internet media, their business income is a large number from advertising)

Is it possible for casual games to have a higher success rate for IGA?

Wooxiao: Can only be said casual game in the form of IGA open speed, in the short term will be faster

Thy billows: What is the value of IGA, the marketing tool for advertisers, or advertising companies? Advantage？

Wooxiao: On the value side, an excellent IGA spread effect to the target user is an experience process. Because they are not in simple feelings, there is participation, there is behavior.

For example: An ad reading must be less effective than a single experience.

I'd like to say two words about my point: experience is more important than telling, and interaction is more effective than exposure.

Online games are based on the Internet is a product and media AH.

Thy billows: For the advertisement company, will calculate the release the cost, the game can the online million already calculate the top game, but compared with the mature Internet media, this magnitude is not big enough? This is bound to the conversion rate will be relatively low, it seems to be of little value?

Wooxiao:

I'd like to say two words about my point: experience is more important than telling, and interaction is more effective than exposure.

Online games are based on the Internet is a product and media AH.

Her advantage is that the interaction between the brand and the target user can be more entertaining and vivid

Thy billows: experience and interaction, because the existence of game environment can make the brand become more lively and interesting?

Wooxiao: The power of his transmission is based on "quasi", "moving", or "quasi-moving".

On the conversion rate, I would like to ask: where to go to do?

The goal of IGA should never be to stop the player from turning to another place to see the boring product information, but rather to keep the players in a state of fun to understand the value of the brand/product

Let's take a look at the traditional advertising performance: Why do brands/products have to evolve their ideas/interests into more luxurious, sensational dreams or stories? Not just to get consumers to accept it in a happy state?

And since online games have been able to give us the information to entertain and satisfy the player's ability, why should we let them out of the environment?

Thy billows: I very much agree with what Wu has said. Being able to experience products in interesting ways is very appealing to advertisers.

Your billows: In addition, these players are also the most familiar with the E-commerce group of people, a lot of players to buy game props, point cards are on the Internet, which may be the larger advantage of this crowd

Wooxiao: I believe that with the rapid development of technology, the further networking of consumer habits, the further unification of the rules of electronic commerce, the future of the game environment can be used for consumer goods trading behavior

Online Games In fact completely integrated the film, television, fiction, virtual athletics ... And so many cultural entertainment products to entertain the ability of the public, but they are in the consumption of different products.

Thy billows: But from the current data statistics, the domestic Internet user's Arup value is lower, the game user's purchasing power is not high, because the crowd is younger.

Wooxiao: You may say that the two or three market in a few years ago to play legendary people's low consumption ability, but who dare to ignore playing "Warcraft", playing "journey", there are a large number of highly mature chess game of the crowd without consumption ability? (Of course, entertainment is not food, so the game's up value is limited)

Because of this, IGA will be the profit growth point that every game cannot give up,

No one can deny that online games are being popularized at a very fast rate, which will certainly drive the contribution of IGA as an industry chain.

Thy billows: A successful game of embedded marketing, test the advertising company is not just creative, but also technical capacity/executive/understanding of the game/the degree of cooperation between manufacturers.

Ngi have any good suggestions? Or what services are available to you?

Wooxiao: Ngi can do is to drive the growth of this contribution, because ngi in 3 years of steady operation, with a can understand, promote advertisers, gamers, players profit-sharing team.

also has the corresponding business model, technical system.

In this regard, we can through the actual implementation of our customer cases to understand

Thy billows: If a company wants to release the advertisement in the game, find you can solve?

Even if advertisers value the game is not your partner, can also be achieved?

After all, the game for advertising companies more complex, it is difficult to do statistics and analysis.

Wooxiao: In such a mature industry, no one can say that they all.

International advertising, modern advertising, advertising Herald, Eric ... Many professional media have our case-sharing. Ngi has been working with some of the same outstanding peers to build a successful IGA

Your billows: Although everyone is very optimistic about IGA, but still want to know more about the implementation of the details, and evaluation of the effectiveness of the means. I hope that in the future, Wu will always give you more introductions in this respect.

Wooxiao: Of course, in the Chinese IGA industry still very short of growth process, ngi accumulated a very heavy industrial resource relationship.

It should be said that the current more active game manufacturers, operators, most of them have dealings with Ngi. Including now the Chinese online games of several big giants: Grand, nine city, Giant, perfect, Jinshan, net Dragon, long tour

Thy billows: Finally, please say a word to the Friends of the game Group

Wooxiao: This industry needs more links to break the narrow interests of the fence! Open the arms of the portal faction! I believe we can win the future in this internet era!