Old-age players are starting to move "old-fashioned marketing"

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Donews Game August 20 News (reporter Sun Yongli) A fade out of the industry's vision of the old game, no vendor sponsorship, only a few old players self-financing tournament, but attracted the three small, innocent, love apartment total production Wang Yuan, as well as Sky, DC, BBC, Master, South Korean professional player bisu and many other stars and players from home and abroad participate in it. When the hand swims, the page swims in order to obtain the user to make badly beaten, this star player gathering has refreshed the appraisal to the old player value.

A self-financing competition

On the afternoon of August 17, the Shanghai World Expo Stage is playing a Sino-Korean star rivalry. The 3000-seater main audience has not only local star players in Shanghai, but also audiences from across the country as well as France and South Korea, and a series of video cameras, known as electric contests, are busy recording the ongoing race.

August 17 Star Carnival is packed

Such scenes, so that peer reporters trance produced a kind of into the limelight of the LOL Game illusion. But this is a star race, not StarCraft 2, but the StarCraft more than 20 years ago.

More surprisingly, the tournament was hosted by PLU, funded by a number of older star players. As the industry is becoming more professional and formalized, with millions of dollars in bonuses, this is a rare game of electricity without sponsors. It is not so much a tournament as a big party for the old and Chinese star players.

Old players are so enthusiastic, the money and energy of old players is more impressive. According to the past experience of the competition and the press conference, the same size and the number of stars involved in the competition, the conservative estimate cost not millions. (Sales tickets are available at the front of the event, but tickets can be refunded on site)

The value of old players and the cost of acquiring new users remain high

Today, "Star 2" in the domestic situation is far less than 16 years ago, the global "StarCraft", it is this old game opened the Korean occupation of electricity competition, the Enlightenment of China's electricity competition. For the organizers PLU and many participants, this is a party, for NetEase, is tantamount to a recall of the old player's activities.

While the world's power race has shifted from the star-centered solo race to the many-person competition that LOL represents, this game has proved the value and energy of the old players as Blizzard set up 20 years ago. 16 years ago, star players were just a bunch of shy, poor students, and 16 years later, they became tyrants to wave a cross-country race.

We have reason to believe that the money is not a problem as long as there is an appropriate pay point to hook up the old player's desire to pay. Similarly, there is reason to believe that this should be netease happy to see its become one of the main reasons.

The growth of older players has also brought about a rise in influence, connections and discourse effects are not the same, and they are more viscous than the new players, more loyalty, more understanding of the charm of the product itself, but also more willing to spread their favorite brand, the formation of Word-of-mouth impact.

On the other hand, in a different perspective, the game market environment also promotes the vendors to explore the value of old players. The most hot field in the game industry is the hand tour, for hand-travel distributors, whether the channel is directly related to the success or failure of the product. The so-called quantity is how many new users can be injected. For the end of the tour, the market scale growth slowed, "the plate is so large, the cost of acquiring new users is far higher than the Hand tour and page tour, how to avoid the loss of old users, recall the old users more cost-effective." ”

How to recall old players? Emotional cards and specific offers

Interstellar because of this Korean rivalry and attention, and use the memory of the old players to do activities, earn enough to move the point. In fact, there have been many vendors in the excavation of the value of old players, mainly two methods, emotional cards evoke back to the discussion, and then specific concessions to pull back users.

NetEase and Blizzard have been playing "old brand" marketing, "it every game of the old players, in fact, become the new force of the game." The Furnace stone and the Warcraft cooperation, play the stove stone to bestow the Horse of Warcraft's Mount Tianma's activity, has injected the new vigor to two products. For "World of Warcraft" The latest information film "King of the Draenor" operation, NetEase team also emphasized the recall of old players, and the launch of the helicopter 90 levels and other specific stimuli to make old players more easily return.

Big Talk 2 to attract old players to shoot the growth of the memorial film

Not long ago, netease in the "Dahua West Tour 2" new information and free version of the public test of the press conference, using the same tricks. In order to recall the old players, NetEase specializes in the production of a series of micro-movies, the plot has always been around a group of old players back, trying to impress the old players emotionally. At the same time, open the free version, according to the 2 operations team revealed that the test since the 16 areas full.

Not only on the PC side, in the mobile gaming market, the charm of old brands is equally strong. The perfect World launched the Magic Baby Hand tour, although many old players criticized and did not completely imitate the feeling of the year, but there are still many old players the first time to try the game, and willing to pay to find some of the feeling of the year.