The new game of mobile game manufacturers and channel dealers has begun

Summary: The grand strong promotion "Million King Arthur" practice, recently in the mobile phone game channel Community response is very intense. Touch Technology CEO Chenhao, said. The proliferation of millions of King Arthur's mobile phone game, released by the grand agency, was strongly dumped during the release process.

"The Grand Strong promotion" Million King Arthur "practice, recently in the mobile phone game channel Community response very intense. "Touch Technology CEO Chenhao," said.

The "spread of millions of Arthurian" Japanese mobile games by the Grand Agent, in the process of issuing a strong shake off the 360, 91 and other game channels, Shanda since July, the use of micro-blog, forums, outdoor advertising, mobile advertising, game sites and other channels for this mobile phone game launched a strong publicity, This approach is triggering a new wave of mobile gaming.

The grand approach is causing many mobile game manufacturers to follow suit, this makes all mobile gaming channel agents feel the pressure, before, 360, 91 and other mobile phone application stores are becoming more and more powerful in the distribution process of mobile phone games, these channels will often be divided into a game distribution of most of the revenue, Makes the mobile gaming company's profits meager.

The new game of mobile game manufacturer and channel trader has already started.

Try to avoid the strong channel

"The whole weekend, I worked overtime in the company to promote the grand promotion of" Million King Arthur "in the end spent a lot of advertising fees, the conclusion is that the grand only spent a small amount of promotional costs, access to millions of of the users. "The owner of a Japanese gaming company said he had been looking around and calculating the cost of the" Million King Arthur "ad in a place where the actual user costs of" King Arthur "were low.

"The spread of millions of King Arthur" is a well-known Japanese game company Square-enix launched the card class RPG mobile game products. Compared to other card games, the game in the art, sound efficiency and so on have a high standard, before entering China, the game in Japan, South Korea has made very good results, once in Japan, the Korean market has become the first sales row of mobile phone games.

It is because of the performance of the game overseas, plus Shanda is a veteran game giant, Shanda game will introduce the game to the domestic and many mobile phone game channels to negotiate when the grand performance is very strong.

People familiar with the matter said, "Million King Arthur" in the domestic line operation before, Shanda once looked for many mobile phone game channels to talk about cooperation, but because the grand requirements of a higher proportion of such reasons, big mobile phone game channel No one is willing to take this game.

Since then, Shanda simply ditch the channel, mobilizing the entire grand group of resources, investment in a number of promotional budget strong release of this game.

July 18 and July 19, Hunan TV's 5 entertainment presenters Xie Na, Jiong, wuxin, Du Haitao, Li Weijia at the same time on the microblog published on the "Million King" micro-blog, and even Japanese AV actress Hatano Garment also participated in this round of propaganda, social channel propaganda made "Million King Arthur" 's attention has soared.

In addition, the grand also in Shanghai subway station and other place a large number of outdoor advertising, Shanda also bought the Sina Weibo mobile phone client homepage pop-up ads, plus its in many mobile app ads, the game's popularity soared in the short term.

The reporter looked at the "million King Arthur" Baidu Index, found that the game's users attention in July 18, 19th before and after the sharp rise.

For a time, the industry about how much money to spend on the game to do marketing speculation, there are speculation, Shanda spent 3000万来 to promote the game, some people think that Shanda only spent millions of. "Specific marketing costs I cannot disclose. "Shanda Game CEO Zhang said.

"Million King Arthur" in the promotion process using a lot of experience in the end. "Shanda Game CEO Zhang said, Shanda has done the client game for many years, has accumulated very rich experience in this respect." Zhang said, "Million King Arthur" in the promotion process to use a lot of Shanda's own resources, such as cool 6, CHE, Yaoqi and so on.

Zhang for example, "Million King Arthur" in the technical operation, security, quality relations system, etc. are used in the past to promote the end of the tour. The game is also in 17173, play, Sina games and other game media hype, these are the past client-side game typical practice.

Reduce the channel dependence of hand travel

The grand "million Arthurian" play, to a large extent, has hit the existing mobile gaming industry rules of the game. The reporter learned that in the second half of the year there are some well-known mobile gaming companies ready to follow up the grand approach, the goal is to reduce the increasingly strong mobile phone game channel dependence.

Unlike foreign countries, China's Android Market has little Google Play this channel, resulting in 360, 91, pea pods, millet and other domestic strong Android channels, the current mobile phone application store is the most powerful channel.

Mobile games in these channels to promote, not only can take the way of joint operators, and ultimately in accordance with the game Revenue and Channel division, can also use the way to buy ads, in these applications store to get a better promotion position.

In many App Store companies, game-through and advertising are two competing, even opposing divisions. But the CEO of a well-known game development company says that really good games, these channels will not let you buy ads, will require the game company and their joint operations, so that the channel to earn the highest yield.

Because the content of mobile games is very homogeneous, the distribution of mobile games is becoming more and more serious. Take card games For example, Japan's "Wisdom Dragon Fan City" after the popular, China overnight appeared hundreds of card games, the core play of these games are not very different, plagiarism is serious, so who can "wash" to enough users, who can quickly high income.

In this case, the channel side to separate the income more and more, from the earliest 37 points (game company 7, Channel 3), to now appear 37 points (Channel 7, game company 3) situation, making mobile gaming company's profits are becoming thinner. While many mobile gaming companies claim to have their monthly running water, profits are getting thinner.

"If a game quality is good enough, the game revenue of 20% enough to support the game's marketing costs, why should be divided into channel 50%?" "The CEO of a well-known game company said that the grand approach to some extent let the game promotion party to see a new way of promotion."

In the client game and the web game market, China has a lot of policy constraints on imported games. Especially in the era of web games, China has formed a special market pattern which is very rare in the rest of the world, and many games with low quality can earn a high income.

But in the era of mobile gaming, because of the emergence of a global platform such as the App Store, the Chinese market is facing competition from world markets, and many world-class games can be seamlessly entered into China.

Both the early "Plant vs. Zombies", or later the "tribal conflict" (COC), have a very good mass base in China. These world-class games have come into China, triggering a ripple effect that has been buffeted by the purely operational, heavily dependent channels of the web game era, such as the tribal conflict, which has not been popularized in China, and is popular in China for its high standard of game quality.

In this case, there will be more and more like "Million King" of the world class mobile games into China, these games, which are good enough, will likely have effective checks and balances on powerful mobile gaming channels, making it possible for some of the domestic gaming companies that are agents to issue these overseas games to find a new way to distribute them.

New opportunities for mobile advertising

The ripple effect of the million-King Arthur is not limited to the gaming industry, which is likely to bring new changes to the mobile advertising industry.

Prior to this, mobile advertising in China's market is very small, the current mobile advertising accounted for the total amount of Chinese advertising is less than 1%. Mobile ads are less efficient at driving game downloads than mobile apps because of the smaller screen.

"I once launched a well-known mobile phone application of advertising, the actual conversion rate I am embarrassed to say." "said the CEO of the well-known mobile game development company.

But as the cost of the channel of the application store games is soaring, the role of mobile ad platform is being paid more and more attention by mobile gaming companies. For example, touch-control technology, everyone's game has built their own mobile advertising platform. Mobile advertising talent also began to become popular in the game industry.

The reporter learned from some mobile app stores that after the rapid growth of many application stores, the growth of new users began to slow down, and mobile phone application store in the promotion of the relatively limited location, the existing application store traffic has been unable to meet the huge demand for mobile game promotion, so the search for new ways of promotion is imperative.

Previously, the game company Blue Port Online once spent 1 million packets under the popular casual game "crazy guess map" ads, used to promote its popular mobile phone game "Sword of Kings." Blue Port Online CEO Wang Feng said that the game industry has been in a misunderstanding, to put into effect, but ignored the establishment of the game brand. Blue Harbor Online "Crazy guess map" advertising is to create the "Sword of the King" of the game's brand, rather than expect it to bring much revenue.

This concept is becoming the consensus of many mobile gaming companies, touch-control technology CEO Chenhao Zhi pointed out that through large-scale advertising to obtain the brand and attention, through the channel pull transformation, through the market distribution to enhance efficiency, will become the future mobile phone game industry new play.