Online games in advertisers ' eyes

With the rapid development of the animation game industry, new forms of advertising have also been spawned. When you have just finished fighting in the game and want to restore supplies, the food that is used to replenish energy is McDonald's "Big Mac"; When you travel through a virtual city, you find that the streets are full of advertising brands of all kinds of businesses ... Game ads, this new form of advertising has infiltrated into people's lives. According to relevant reports, last year's global online gaming virtual advertising revenue reached 1 billion U.S. dollars.　　In the eyes of advertisers, game ads like a piece of color and taste of the big cake, how to share the delicious, has become the focus of the advertisers coveted. Online games New media into the new platform of the domestic beverage giant Wahaha Group co-operation of the instant messaging market, Shenzhen Tencent Company, to carry out beverage products and online game products joint bundle sales activities. It is understood that Tencent for Wahaha to provide about 200 million password activation label, the total value of about 200 million yuan. As long as the players in the activity site input Wahaha promotional products on the back of the password, you can receive the game inside the blood props "nutrition fast Line" a bottle. Wahaha in the "QQ fantasy" game during the public testing period of "Drink nutrition fast line, play QQ Fantasy" and other interactive activities, after the end of the test period, players can also rely on Wahaha product tags behind the password to get 2.5 hours of free game time.　　Tencent sent the total game time up to 150 million hours.　　Coincidentally, Coca-Cola and the Nineth city of "World of Warcraft", Pepsi-Cola and the grand "dream Country" has also been in the previous marriage action, and achieved economic and social benefits, game manufacturers and beverage business double harvest. It is clear that the common win in the field of marketing is already commonplace, whether the Wahaha, or the former Coca-Cola and Pepsi, their choice of strategic partner's eyes does not seem to be limited to the win over, but in the search for a new propaganda carrier.　　If Coca-Cola and nine city cooperation, is the enterprise chooses the virtual medium The tentative movement, then Pepsi Cola and Wahaha can be regarded as a following strategy. Online games as a hot new thing, has not only a form of entertainment, but also a new media carrier. "Online games can exist and develop as a new form of media," said Professor Huang, dean of the Advertising College of the University of Communication in an interview. "Four advantages to show the good prospects of online games advertising and the final silence of the network advertising, as well as television, newspaper ads, online game virtual advertising has their own unique communication advantages."　　A network game company marketing manager recently interviewed by reporters summed up the online advertising value space, the user's ability to consume strong, high acceptance, low price four advantages. The network game contains huge advertisement value space. A market survey of online gamers shows that online games are dominated by large and medium-sized cities, with an age of 16 to 30 years old, with men taking up the majority; the average time spent by online game users playing games is 6 hours a day., including 28.17% online gamers who spend 3-6 hours a day playing games. With the decline in the number of TV core viewers, people spend more time on the game, so this is a huge brand promotion opportunities in the environment. Thus, for the network game groups, online games have surpassed the appeal of television. The group is also the main target group for beverages, sports brands and computers.　　In the face of this group of young people with the potential for consumption, the virtual ads in online games are far more in-depth than television and newspapers. Online gaming users have huge spending power, which many advertisers want to see. Compared with the traditional media, the network game virtual advertising audience groups are relatively concentrated between the ages of 16 to 30 years old, this age group is a fashion consumer of the speaker, its consumption ability and not inferior to any urban white-collar. A survey shows that school students in high-end products such as mobile phone consumption and update faster than any other age groups, which from a side of the game to prove the main players in the purchase ability of students. For such a special age structure, advertisers also need to focus on some of the fashion areas closely related to their interests, such as it, FMCG, clothing and so on.　　If the network game industry and Food enterprises are in vogue, it just shows that, these goods have a common characteristics, the value is not high and can quickly see the effect of advertising. The acceptance rate of online game virtual advertisement is better than other kinds of advertising media. Online game virtual advertising is weaker than other types of media advertising, in the online game, unlike other media advertising, and the media itself has no direct relationship, but in a relatively friendly way to appear. It can be imagined that we are in the world of the game wearing a Nike trademark shoes, with the blood of Haagen-Dazs ice cream, riding a good colt, wandering in a variety of advertising logo hanging on the streets of PK, or in the Sony store to buy game props ...　　All this will not interfere with the normal performance of the game, and will not cause the player to dislike, but because of the existence of these real goods and let the player realize the real sense of proximity, so as to attract its eyeballs, played a subtle effect. In addition to other traditional media advertising can not be compared to the unique advantages of communication, online game virtual advertising because it is in the initial stage, the advertising price is relatively low, the way more flexible, at the same time has a considerable expansion of space, such as Pepsi and Coca-Cola with Grand, nine city cooperation,　　By exchanging the advertising platform of both sides, it is simple and economical to achieve a win, so that the traditional media advertising can not reach the audience acceptance rate and interactive participation, so as to truly achieve the actual effect of the advertisement. Game advertising investment needs to follow the PAT interaction can be said to affect the network game embedded in the advertising of a double-edged sword, if reasonable use, organic combination, mobilize the player's sense of achievement, control to penetrate the brand information and product information, the advertising effectWith less effort, I believe that no other form of advertising can be compared with it.　　But if cannot find the union way, the dragged, has affected the user in the network game experience, then not only has the negative influence to the product brand, is also one kind of harm to the game product which is put on.　　Therefore, in this kind of advertisement, many times not only to fully understand the network game industry, network games audience psychology, but also on this basis to give full play to the imagination of advertising planning, to find an organic combination of ways. In other words, although the implantation of advertising is difficult, but the characteristics of online game products can be used for some interested businesses, this is integrated marketing.　　Online game products have their own unique marketing channels, and these marketing channels are difficult to cover other products. In Jinshan production of online games "seal God" and Columbia film "Kung Fu" integrated marketing is such a successful case. "Kung Fu" has implanted its characters into the game of "The Gods" and appears as a task NPC and in Jinshan propaganda channel for and "Kung Fu" cooperation put a lot of advertising, in Exchange, "Kung Fu" also in their own propaganda channels reflected the cooperation, and in front of the film inserted the "Seal God" of the patch ads. This integration of marketing cooperation, than hard advertising received better results for both the product promotion is very large, and cooperation space than pure advertising more extensive.