Search Engine Pry Game marketing

Author: Zhao "World of Warcraft" reopened the closed beta, and NetEase and nine city of the saliva war between the uproar.　　According to data from the Baidu Data Research Center, the online games index appeared in June a peak, one of the major operators to strengthen the game to promote efforts to seize the summer market ahead of time, the second is "World of Warcraft" did not reopen the suit, the major games have increased targeted marketing efforts. According to the survey, the game players will often use search engines to search for other gamers experience, for some specific problems also have the need to find solutions, some new gamers will be directly using search engines to find the game to play.　　Each time the search for a different move, these behaviors will be captured by the search engine, and its behavior analysis and research, these for the game operators, especially the small and medium-sized online games business marketing quite valuable. Interpretation of the player April 2009 "Eternal Tower" the public test achieved a good effect, the public survey on the day nearly 1 million of the search.　　From its targeted marketing activities, "World of Warcraft" Stop the day and the end of the month as expected to open the service, "The Tower of Eternity," the concern is greatly increased, and competing products such as "King of the Universe", "Jian Net 3," the attention of the change is not as obvious. This conclusion is based on the classification of search keywords, but also reflects the main focus of the player.　　Overall, the "Eternal Tower" players are more likely to use the game name search information directly, this is mainly due to its formal operation time is relatively short, the information is less caused. "A game in the introduction of the market, after the beta and the public test, the need to do a lot of market testing work, how the game players to see the game, the specific game is how to play this game, which requires in-depth insight." Because the game players need to use search query introduction, access to the relevant information of the game, search engine has become a convenient and quick tool for the study of gamers, game companies to study the behavior and preferences of the game provides a reference.　　"V8 software deputy general Manager and technical director Li said.　　July 23, 2009, Baidu in the ChinaJoy Summit Forum released a Baidu Game rankings, to the Internet on the basis of hundreds of millions of players, based on the classification of the game industry-oriented, the formation of the forefront of the network era of the voice of the game to form the ranking of the game. "Baidu game List of the announcement again confirms the rapid popularization of the Internet and network of a group of consumers to improve the basis of the Chinese network game market has a huge development space." And in the back of the list, search engine in the online games industry value is once again recognized, especially its increasingly prominent user value and marketing value, to a certain extent, to promote the development of domestic online games industry.　　"said Haoyu, vice president of business operations at Baidu. From the game information query to the introduction of the game, the experience of sharing, search engine coverage of the game users play the whole process of behavior. Especially for new users, when he learned from various channels of the preliminary overview of the game, and hope to do further understanding, the search engine has become almost the most convenient choice, can help him from the netTour details, carrier information, charging mode and so on to do in-depth understanding of online games. Through the search for the game's reputation, registered users, downloads and other information, the new user selected their most interested in the game. In the course of the game, the search engine has also become a lot of players experience communication platform. Online games, especially large multiplayer role-playing game, have set a number of levels, to beat the warlords, through, to a higher level, the need for the introduction, equipment requirements are higher, so in order to get more levels, players through the search for other players to discuss the game experience,　　and search for information on the transfer of game props. Marketing platform According to CNNIC report, as of the end of 2008, China's online game (MMOGs) user number of 55.5 million people. And through the search, know, stick bar and so on a game covering the entire process of the player's product line, Baidu has covered 50 million of them online games players.　　On the basis of such a large number of audiences, Baidu has been able to collect huge numbers of users ' search behavior data and analyze these data, thus providing marketing value for the online games enterprises, especially the small and medium-sized online games. Baidu Game Rankings of the selection of the reason is the attention of the network, the reason is the search platform for the vast number of users to search the data, reflecting the market situation of the online games industry, but also relatively reflect the real will of the games players.　　On the basis of in-depth insight into the player's needs, Baidu based on the closed test, internal testing, open testing to the final line of the entire process, trying to provide more rich marketing products for online gaming enterprises, to help enterprises marketing promotion. Haoyu to an online game from the seal test, to the public test of the process to the "China Business newspaper," the reporter explained the search engine in the online game enterprise marketing value. In the closed test period, the game has not been finalized, gain the attention of the majority of players and curiosity is the core of the promotion, at this time keyword promotion and full flow advertising can realize the mass exposure of information and the largest coverage of the game can bring the click-through and visibility for the follow-up marketing to lay the foundation for the audience; after being transferred to internal and public testing , the game has tended to perfect, the net swims the enterprise needs to provide the rich information of the game from each aspect, but the brand area satisfies this kind of demand.　　Through the brand area, the net swims enterprise can introduce the game information to the player in the form of illustrations. For example, after the search "giant", appearing on the search results page is the big "giant" official website and its "journey" game of the latest dynamic information, in search results on the right side, showing the "journey" eye-catching picture advertising information, such as the mini official website of the brand area in time to pass the rich information of online games, Has a high click conversion rate.