Redefining Game Marketing

Redefining means having previously defined, so let me this 5 years of gaming marketing experience practitioners to bring readers back to the 2007, a brief understanding of the game of marketing some of the history.

Starting in 2007, a term-"IGA"-in Game Advertising, entered the vision of Chinese advertising and investment circles, because far away in the United States of the Pacific, In April 2006, Microsoft bought the game advertising company in 280 million dollar price massive,2007 Intel and several financing institutions together to the game's built-in advertising company IGA made a 25 million dollar investment, the same year, Google spent 23 million dollars to buy the game advertising company Adscape Media, the United States has nearly 30% of the game to join the embedded advertising system.

"Candidates who can play the full potential of the internet will stand out in the next presidential election," he said. "In 2008, in the predictions of Google CEO Eric, the Obama campaign invested 45000 dollars in advertising at a critical moment in the presidential election, placing campaign ads in 18 video games from October 6 to November 3, plus personal space, videos, communities, search engines, e-mail and other online forms, and eventually won the United States 53% of the electorate.

At the same time, the Chinese game circle is also happening in a revolutionary event, Chen announced that all the games in the free mode, with prop charges instead of the original time charges. Then, in addition to the World of Warcraft continued to insist on time charges, almost all Chinese online game manufacturers have announced follow-up, playing games for free. A year later, China's online game players grew 48%, 70 million network game users, making the media properties of online games further strengthened, officially into the advertising media people's vision.

October 2007, Chen Flyover to find the original Burnett Advertising Co., Ltd. China region managing director Chen Nianduan, as a grand senior vice president, in charge of IGA business, the integration of all the games built in advertising resources, with the Hao side of the platform, Vientiane Internet cafes system for the game crowd of advertising resources, the establishment of Sheng Yue advertising Within one year, the Royal network investment Sheng Yue Advertising, qiming venture investment Huan Bear, the media to buy cool media, Sequoia Capital investment Gecko, a IGA craze began to sweep in China.

However, the IGA era, which began in 2007, did not leave behind the winners, October 9, 2010, Microsoft announced that it would close three years ago to spend 280 million dollars to buy the game built-in advertising company massive. Domestic, Chen Nianduan sadly left Shengwei back to the familiar 4A advertising circle. Left is a deep thinking about game marketing ... The huge and growing game crowd, interactive, highly adhesive game mode, is not simply rough to turn the game into a media position is all right, the answer is obviously not.

The upsurge of capital, so many people see the real advantages of advertising combined with the game, enclosure expansion of the impulse to let many industry first-mover forget the essence of the logic of things, really become a pioneer. Long-time interaction is also established in 2007, the founder did not waste time to spend on capital operations, and in depth with advertisers, the game owners to explore their needs and puzzles, and through many cases, and constantly practice a reasonable and effective game marketing model, which I also have the opportunity to share some ideas today.

First of all, I'd like to make the word about the game clear. I was talking to some of the first advertisers about the game, their first reaction is, "Oh, play strange upgrade, are children!" "This is a common perception among Chinese people that we can learn the word game from another angle." First of all, English game is not limited to electronic games, sports is also a kind of game, such as football-football game, basketball-basketball game, even the Olympic Games also called Olympic Games also have chess-chess game, play cards-card Game。

And then look at the definition of the game by Zhe people, Plato: The game is a conscious simulation of all the young (animal and human) living ability learning needs. Aristotle: A game is a kind of behavioral activity that has no purpose in itself, resting and entertaining after labor. Ralph Coster (chief creative officer of Sony Online Entertainment): Games are activities that learn some skill in happiness. Cihai: Direct access to pleasure as the main purpose, and must have the body to participate in interactive activities.

These definitions illustrate the two basic features of the game: (1) The primary objective of direct access to psychological pleasure. (2) The subject participates in the interactive simulation activity. "The game is like the joy of people getting into trouble," says Jane McGonigal, director of game research at the Future Association (Cato for Future) at the "Gaming Summit" in San Francisco (Gamification Summit), who believes that users play games to get "Benign stimulation" to motivate us to express ourselves and release the psychological needs of stress. So, the game is human nature.

First we all feel the booming of the online gaming industry, web games, web games, social games, mobile games, a wave of miracles, the birth of a magical company. and games, electricity quotient, advertisement is the only three kinds of mature profit model that determine in the digital age, what makes the game so powerful charm, in the 2011, has not always liked to pay the Chinese Internet users actually spent 50 billion yuan in the game, whether there is a way to turn this enthusiasm into the user to participate in the advertisers marketing behavior? This is the game of marketing.

Gaming refers to the use of game thinking and game mechanism to solve problems and enhance the interaction with the object.

The game mechanism is a professional term that game developers are relatively familiar with. We do game design must understand some basic concepts: Game mechanism (Game mechanics) main research,

First, in the process of the game (progression), feedback (Feedback), Behavior (behavioral)

Ii. type of game crowd (Personality Types): Explorer (Explorers) (achievers) Social (socializers) player (killers)

Nike is a classic game case, through an ipod chip, so that lonely runners will run into their own and their own with the user of a PK game, challenge, share, record, honor. If you do not understand, you can look at the definition of the game described in the previous article, Trouble, but happy.

Another interesting example is that the long-time interaction has been a game marketing consultant for Coca-Cola in China since 2009. In a game for customers in the internal training of marketing, I talked about the current brand companies do online marketing activities, blindly pursue the user participation process (users flow) of the concise short chain, and activity description is a large pile, this and the idea of playing the contrary. The game is fastidious is to add the interesting step by step appropriately, the information discloses layer by layer progressive. Wendy, then Coca-Cola's digital marketing director, found this very interesting and worth referring to.

Games and movies, is a cultural product, is not a simple media position, so IGA can only be a part of the game marketing, not all. Long more interaction in 5 years of practical experience summed up the game of the new marketing model for your reference.

Advertisers in the consideration of game marketing there are generally two ideas. The first, with a certain or several games to cooperate, the use of the existing large user base, implanted marketing information, planning to meet the game world view of the brand task, while the game props as a reward mechanism to stimulate the player's participation. The second, in their own network Marketing campaign learning game mechanism, the process of playing, can even be made into app games or SNS games, the same can improve the participation of the audience and share rate.

As a cultural product, the game itself derives many valuable resources: in game (game implants), on game (cross Game Media), off game (offline activity, Game Guild), game Match (electronic Athletics), ad game (custom games), cyber Café (Internet bar access), Game media (game medium, similar to 17173, play yy), game item (game props, game image), we can according to the different needs of customers, choose different games and resource combinations to meet marketing purposes. For example in game is suitable for exposure, game item is suitable for promotion, off game suitable for offline and so on. And the game itself is content, game marketing conforms to the web2.0 era content for Wang's development trend. We planted a pas de deux in the Dance Regiment in 2009 for the lovely road snow. In addition to the game in the hundreds of billions of exposure, tens of thousands of players in their own QQ space, happy, personal blog uploaded on the game to get cute multiple effects of the screenshot, two times spread and covered millions of of users.

In fact, after the United States that the IGA bubble burst, the brand owner and the game of cooperation not only not to die, but with the Facebook + Zynga SNS game mode, plant vs Zombie & Angry Birds of the mobile game mode of rapid rise and more in full swing.

SNS game its huge user group and user adhesion degree, is the best guarantee of brand network marketing.

Clarins, a famous French beauty brand, last year launched its first Clarins social gaming spa life--, a traditional business-management gaming game. Its in game form in a short period of time greatly increased the brand exposure, to achieve the effect is far higher than the original brand expected.

FMCG brands are also flocking to this new and effective way--after advertising with McDonald's and Zynga's Farmville games, and after launching a series of McDonald's-branded merchandising events, Coca-Cola Cola has joined a similar built-in advertising showcase for promotions, Cooperative Games Cafe World. Over 2.5 million Coca-Cola gifts were delivered through Cafe World during the promotional campaign. According to a third-party research firm, 80% of players took practical action after advertising, including buying real Coca-Cola beverages or promoting Coca-Cola to friends or family.

Mobile gaming because of its easy to move, can take full advantage of the fragmentation of time, but also for brand promotion provides a unique favorable conditions. The Swedish post is a good example: The app works for the iphone platform, where contestants can select one of the 40 virtual packages and ship them to a predetermined location in the city. The application process will use your location information, provide a reference route, the first person to deliver the parcel to the intended location will be the entity items in the parcel delivered by the organizer, worth 300 to 5000 Swedish krona. The application is a location-based intelligent game that allows users to participate in a marketing campaign, while at the same time giving users a new insight into the concept of postal services.

Long-time interaction in the game before the 2011 most of the cases are working with large online games.

and 2011 we respectively for Unilever's Lynx customized brand SNS game, for Bright dairy implanted plant war zombie SNS version, for good friends and a variety of children's web games, have been very good market response.

Game marketing can be said to be a new form of digital marketing, can also be regarded as a new idea of digital marketing, new theory. Finally, I borrowed Jennifei Lopez's lyrics "New generation, tightly don ' t play no Game", the game is a new generation of young people to release themselves, the best way to publicize their individuality, in the media flooded, information fragmented today, the user active participation, Unsolicited advertising is the future. So for a new generation of audiences, advertising media people, try to give your marketing plan to point to the game.

Reprint please indicate from Damndigital