IP effect or will weaken marketing decision game market expressiveness

High-priced endorsement of the current marketing threshold to raise what will happen
Source: Hand Travel Net Author: 2014-11-17 9:58:50 industry: Mobile games
Guide: Into the end of 2014, hand Tour began to usher in another wave of the online tide, and these writings correspond to the big marketing events.
Into the end of 2014, hand Tour began to usher in another wave of the online tide, corresponding to these writings, is a big marketing event, the perfect World under the eight-digit endorsement fee signing International actress Fan Bingbing as the company's Hand Tour "Dark Dawn" the image of the spokesperson, the Sea of tourists as the "Goddess of the alliance" Spokesperson Lin Chi-ling marriage, two domestic first-line actress for the Hand Tour endorsement, people have to focus on the eye and focused on the marketing threshold to improve this matter.

In fact, the first-line actress endorsement of the Hand tour is not new, as early as last year Angelababy has begun to speak Silverside hand Tour "God Demon", but because Silverside and Angelababy Dongjiahua friendship between the merger and acquisition, endorsement fee is more just the replacement of internal resources. Other previously more hand-travel marketing is also a civilian route, through ideas and events to get the eye economy, some of the hand-tour manufacturers are also only the use of island artists, such as Kato, Heng Ze luo, Semaria, Chong Tian apricot pear, Hatano knot, such as AV stars or some of the face of a certain star of the tender mold to shoot a photo, Compared to real-world stars, their endorsement fees can be said to be negligible.

Game types tend to be heavy 3 A-class products emerge

The reason, and hand tour profit meager, can not support the international and even domestic first-line star endorsement fee is not unrelated. But starting in the second half of this year, we can obviously feel the rise of the Hand tour endorsement star value, in addition to the beginning of the article mentioned Fan Bingbing and Lin Chi-ling, and NetEase "Live Club" invited Pep Guardiola endorsement, Blue Harbor invited the popular fried chicken Chen Weixian Endorsement "The Sword of the Sky", Tour "Tianlong eight 3D" work together Zhonghanliang. Behind this, the refraction is the hand tour from the previous card, casual games in the mainstream, the main types of games from mild, moderate game slowly over to the heavy end of the trend of the transition.

Wang in the interview predicted 2015 hand tour will be a large number of 3 A-level masterpiece entry, that is to say, the cost of the hand tour, the production process will be upgraded, the system will become more and more complex, and the 3A poured into the back, is a variety of can burn a lot of money to make 3 a hand tour of the game company, after the big cost of production, Investment in marketing is bound to be pulled high.

Marketing Power competition market expectations are standard

As for why the masterpiece must match the big marketing, which involves a market expectations of the problem, what kind of products will have the market expectations value? only a masterpiece. The masterpiece is not necessarily that it is a masterpiece, at least you have to wrap it up is a masterpiece, so that users perceive it is a masterpiece, which requires marketing power. Therefore, with the advent of the hand tour, the promotion of marketing threshold became inevitable.

The promotion of hand tour marketing threshold, will change the whole hand swims very big pattern next year. Insiders predict that next year will see the mobile end of the user resources of large companies to tilt the resources down to do the game. For example, NetEase news, Sohu has Sohu video, these are not for revenue, just for marketing.

IP effect or will weaken marketing decision game market expressiveness

With the big investment in marketing, hand tour of the IP will also be weakened, the current hand tour vigorously pursue IP is a big reason is a lot of game manufacturers do not know how to sell, so the need for IP. But when the quality of the product really arrives at a point, no matter what kind of theme you choose, as long as the subject matter is not very biased, supporting a strong brand team, can still absorb the volume. For example, snail game recently performed a good "Taiji panda" and NetEase "shadow of the Blade", they do not have IP, but have a high capacity to absorb.

It can be said that 2015 years will be the real beginning of the hand tour and the end of the market in the same year, whether from the quality of the game or marketing concept, and the market will be like this forecast, may wish to let us wait and see.