Network games, entertainment and clothing under the cover of the channel media

(Photo description: In the racing game, Obama's campaign ads appear on the roadside billboard.) Online games, from single entertainment to multiple attributes before 2008, no one would have thought about the connection between a relaxed, entertaining online game and a serious, solemn presidential election, as if they were Franco.　　But the 2008 U.S. presidential election gave us a 0-distance contact between online games and presidential elections, and Obama made online games his own campaign tool. From October 6, 2008 to November 3, the Obama camp buys implanted ads in 9 of America's most popular video games, and its campaign ads are in the "Hurricane Park", "crazy Rugby 09", "The Wharton Racer 2009", "NHL hockey 09" and "Extreme skateboard" and other video games,　　Young men between the ages of 18 and 34 who are hard hit by traditional advertising patterns. Coincidentally。 The world's largest humanitarian aid agency, the World Food Program, has also cleverly used online games to promote humanitarian education. They have developed the world's first humanitarian education online game, "grain power" in the game, you're acting as a true WFP member, and your job is to deliver food for hunger in Cherlin Island, where there is a civil war, and to help the local people rebuild their self-sufficient development society.　　Through the game, you will learn about hunger and the World Food Programme's efforts to address the problem of hunger, and understand what action we can take to get rid of the problems of hunger and build a society in which production, development, disease control and education develop in tandem. Online games are originally a game of the paradise, but now by politicians, entrepreneurs and businesses in many ways, in addition to the above two cases, the business use of online gaming is strong. "Street Basketball" in the "China Telecom" game scene ads, "Crazy Car" in the "McDonald's" signs ads, "Jin Orchestra" in the "PHILIPS" flash Login window ads, "King of Kings 2" in the "OPPO" video game before/after advertising. Today's online games are no longer a simple entertainment tool, but have multiple value attributes, including entertainment properties, propagation attributes, advertising attributes, community attributes and so on. According to Eric's online game market research report, the main goal of online gamers playing games is to make friends, the ratio of 59.6%, followed by exercise of intelligence and pure entertainment, the ratio of 9.7% and 7.5% respectively.　　The proportion of users who expect to make friends through online games is much higher than the proportion of purely playing games, and the community attribute of online games is becoming more and more obvious. Online games, advertising value is extraordinary. Network games with multiple attributes, in addition to the most essential entertainment tool applications, the current most recognized by the outside world is its advertising attributes. In fact, network games from the Internet appeared on the development and application, but the awareness of its advertising attributes is not long, the reason is in the near period of time on the value of online game advertisingAwareness of the development of online games in the development of a wide range of promotion and application, mainly based on the growth of online game internal and external factors. Internal cause mainly stems from the game operators to promote the free mode. Early players need to buy a point card to spend money playing online games, the game operator's income is mostly dependent on this, and then play the game free strategy, income by the player to buy props. But according to statistics, the majority of the domestic market in the free game is about 5% of the players will buy props, the remaining 95% of the players are pure free players.　　The free model poses a threat to operators ' revenue, so it is necessary to develop new revenue channels to support the normal operation of online games. External cause is the obvious media characteristic of network game. In the case of online gamers, gamers are mainly young people aged 16 to 30, with a high degree of concentration; the average time spent playing the game is 4.1 hours per day; there is a certain amount of spending power, 78.7% is a revenue player, The average personal monthly income is 1683.7 yuan, the average monthly game fee (including internet fee) is 205 yuan. According to the 23rd "China Internet Development Statistics Report" data show that the current Chinese network game user penetration rate reached 62.8%, the user size reached 187 million.　　Such a large group of players with the ability to consume is the most valuable target advertising audience. Then look at the characteristics of the network game itself, the first can have a variety of ways to implant ads, pictures, text, video, flash, etc. can be combined with the game content; second, the game from the open, buy props, play to close, there are many opportunities for players to contact the ads, such as video ads before/after the game, login window ads, street signs ads , scene ads, props ads; third, some game scenes and real life scene is very close, easy to accept ads, such as "Second Life" game, from the game name to the scene settings are almost real life of the network copy; Four, can be tailored to the content of the game, customized ads, such as "Crazy Car" game,　　Players can choose from Nike, IBM, Li Ning and other enterprises in the title of the game area to play, but also according to their hobbies to choose different game props, such as the choice of polo racing and polo color outfit. In online games, advertising is not as in other media, and the media itself almost no direct relationship, but in a relatively friendly way. The design of a reasonable network game ads, not too will cause the player to dislike, but can because of these reality in the existence of goods and let the player in the virtual world to realize the real sense of proximity, so as to attract its eyeballs, played a subtle effect. For example, a racing game created by Sony for PS3, players can choose different brands and different configurations of the car according to their own points. In the replacement of different configurations, different brands of the car, the player can clearly feel the different brands of different grades of the performance difference between the car, in the game is obsessed with the real environment settings, committed to win a higher configuration of the dazzling car at the same time, unknowingly accept the perception of a lot of brand newsIncome。　　And PS3 by many teenagers, this indoctrination will greatly affect these players to the brand recognition, or even to cultivate a future consumer groups. internal factors encourage network game operators to continuously promote the game built-in ads, research and development of new advertising and game fusion mode, advertising media format and how to enable users to more effectively accept online games in the built-in ads. External factors allow game operators, channel vendors, media, enterprises, businesses and even politicians to recognize the high coverage of game ads, high arrival rate and high precision, recognize the special value of online games carrying ads, realize the long-term benefits of online game advertising. The dual role of internal and external factors allows us to see the unusual advertising value of online games, but also let us think about the nature of online games.　　Since the network game has the advertisement attribute, then has the media attribute at the deeper level? The network game, is the medium or the media whether is multiplayer the network game or the webpage game, to its carrying advertisement value and the function all has no doubt. According to the 2008 China online game built-in advertising Development report published by the company, the 2008 Chinese IGA (game built-in advertising) market size of 130 million, an increase of 116%, as the industry starting point is low, so in the next three years, the annual growth rate will be maintained at a higher level,　　It is expected that by 2011, when the IGA operation mode matures, the growth curve appears a peak, the increase reaches 205.9%, then the Chinese IGA market will reach about 1 billion yuan. In the great profit temptation, more and more games wrapped in entertainment, singing the melody of the media into the market. In addition to advertisers, operators pay attention to the traditional media has also taken the initiative to choose and network game cooperation, the development and utilization of network game audience characteristics and media features, and strive to expand the content coverage of traditional media to achieve a win. For example, Oriental Satellite TV 2006 launched the "Dance of the General Assembly" to create a "star PK" precedent has been the community's extensive attention, and as the activity of the Crown, long Tour network under the operation of a dance class leisure games "Jin Dance troupe", the two in the market to promote each other, with the benefit of the results are both benefits,　　Become a model of the campaign. Is the network game the emerging media? The definition of "media" in journalism and communication includes two aspects, contents and channels. Traditional newspapers, radio, television, not only to release news information channel, more own production of original content, around the content of creative planning, and carrying the dissemination of information, education Watch and public opinion supervision function. Content and channels are the wings of the media, information and public opinion is the root of the media. Online games have the value of publishing ads, but at present do not have to become a lot of media elements. Just as we don't call instant messaging the media, instant Messaging can also deliver information and advertising. Network games have the value of disseminating information, is the most direct and real platform for interaction between people, but the identity of the network game should not be played in the mediaLabel, it is more like a channel media like instant messaging, an information publishing platform or tool. If the media industry can see the game industry's strong development momentum and huge development potential, and cooperation with the network game, will own original, special content and network game platform docking, directly facing a larger audience group, then the network game will really have the media value.　　From the current situation, network games can only be a channel media. At present, the network game channel Media attributes are gradually recognized by the government. Ko Xiaowei, deputy director of the audio-electronic and network publishing Management division of the National Press and publication Administration, has written about the future trends of online games. He thought: "In addition to the game operation, research and development of the two core business value continues to grow rapidly, the game industry began to try platform services and game client application expansion, to a greater extent to explore the game user resources brought about by the value." In addition to providing a service to the gamer, through the initial exploration of the cooperation of different industries, the network game began to open to some famous brands, to provide them with brand or product promotion services, and the dissemination of such information and the content of the game itself a closer combination of ads will be embedded in the online game, Developed a new form of advertising-game built-in advertising (IGA). The expansion of the advertising business for the game operators to create a new business-to-business profit model, the game players at the same time become an advertising audience, the network game itself from the simple game to become advertising media, network game Media development of the first clue. ”