Do not let movie rights just become a game marketing tool

BEIJING, Dec. 9 / Xinhua-PRNewswire / - In today's game market, the trend of making games through movies has become quite widespread. It is not uncommon for "games with well-known movie skins" to appear to various game manufacturers as such Have created the illusion that as long as the marketing materials to buy the movie to promote, even if the game has nothing to do with the movie can be popular by the momentum of the movie, this erroneous understanding led to countless Games are only short-lived, a short time after the "hot" Sedum Jinsha wave in the online games.

The status quo: the movie is just a game marketing tool

According to "Beijing Daily" reported that many game companies nowadays in the face of a movie game, in order to market the game, just buy the video marketing materials, and exaggerated to Bo media exposure and players eyeball. When players actually enter the game, they will find that neither the content of the game, the play or the character settings, are not related to the movie itself. This approach seems to have gained some benefits in the short term, but in fact it is a very absurd behavior. For example, the recent Sohu Changyou a product is the use of unmanned area gimmick to carry out a big way to carry out marketing activities, but the product itself has no connection with the movie content in no man's land. This cheating behavior not only objectively reduces the company's reputation and reputation, but also because of the reputation of the film player will also refuse to continue to buy it, in addition to more damaging the original copyright brand image. And this "rubbing the ball" behavior will also involve infringement disputes, thus triggering more serious problems.

Breakthrough: Realm Games and China Film Group to create deep cooperation

For the above phenomenon, the real estate game CEO Zhu Jialiang said: If you want to maintain the vitality of a game and stable operation of the film for a long time, the marketing of video footage as a means of marketing is completely unsustainable, focusing on short-term interests tantamount to eggs, Both parties must reach deeper strategic and cooperative relations. The state game and the China Film Group jointly launched the "movie empire", marking the future of all film works in the film are likely to be implanted in the realm of the game products, the cooperation is also the realm of gaming into the online games the first step in entertainment, After the realm of the game there will be more entertainment industry partners and entertainment online games products.

With the release of the movie "No Man's Zone", the state game has successfully won the sole adaptation of the film and completely embedded the drama, characters and scenes in the film into the game. Realm of the game to make this rapid response has also been the industry as a very smart move, on the one hand, the realm of the game can be the recent movie momentum to achieve a certain degree of marketing effectiveness, at the same time, the film has been the corresponding feedback Role, the two companies truly realized the principle of mutual benefit and win-win concept.

Although many game companies are still only by the market effect of the movie to make momentum, but the movie material is not just a tool for game marketing. The deep-seated strategic cooperation reached by Realm Games with China Film Group will lead to the promotion and commercial value of 1 + 1> 2 through resource swaps and multi-platform promotion and promotion strategies, which will jointly open up a win-win journey.