Want to promote the game, come to a reliable platform.

For a specific type of game, people who are interested in the game can be roughly estimated. The so-called cross-promotion, refers to the cooperation between two games, * * * enjoy each other can cover the user base. This new marketing method has attracted much attention. Compared with the previous marketing methods, cross-promotion can get better results at lower cost, and this resource is relatively easy to obtain and operate.

Because the promotion object of the game is "players who are enjoying the game", the quality of exchanged users is relatively higher. Through traffic exchange, you can get more independent users that your products can't contact at ordinary times. For an island-like APP model, this is an extremely effective way to reach more users. Judging from the current market situation, more and more cross cases between different CPS are gradually increasing. However, how to get the maximum promotion benefit without disturbing users as much as possible is still worthy of the attention of game developers.

Second, platform recommendation.

The powerful game distribution capabilities of social platforms are obvious to all, whether it's Ka Kao Talk and Line abroad or WeChat and Momo in China. These platforms have a large number of users, and the spread of viruses can bring rapid user introduction, which can attract great attention in a short time, and the game can easily get the desired exposure. The ARPU value of users is extremely high, and the user base is huge. As long as the quality of the game passes, it will be easy to succeed.

But social platforms also have natural disadvantages in distributing games. With the increase of the number of games, the actual download influence of platform games will gradually decline, and the marketing effect will "decline indefinitely". How to use social platforms to develop creative marketing methods is worth digging deeply by game developers.

Third, TV advertising.

Page tour is a transitional era, and combined transport is the main theme of this era. It emphasizes washing users through network effect advertisements, so no one attaches importance to the creation of game brands, and few people invest in TV advertisements. The promotion and distribution of mobile games are very similar to end games in many aspects, and brand and IP rival games are very important. Because of its own product characteristics, it is dominated by R&D, so advertising mobile games may become a trend in the future.

In Japan, mobile game companies GREE and DeNA are becoming the largest TV advertisers in the Japanese market. The main channels of these game companies should be the Internet and mobile phones, but the reason why they spend so much budget on TV advertisements is that the effect of TV advertisements is still in the forefront of all types of advertisements. Compared with Internet and mobile advertising, TV advertising is more helpful to shape the high-end image of the brand. You can even promote your game CG in the cinema while the audience is waiting for the movie to start, which can help game manufacturers build their own brands.

Fourth, social networks.

Weibo, Facebook, Twitter and QQ space are the largest social networks in the world. In China, it is mainly in Weibo and QQ space. Many games often ignore the communication energy of social networks. Similar to mobile social platforms, social networks also have social relationships necessary for the spread of viruses, and this social relationship contains more energy. Although it does not have the focusing ability of the mobile social platform, the energy of the explosion cannot be underestimated. You can try simple methods: personalized recommendation of user timeline, guidance and dissemination of opinion leaders, and index of interest-related accounts. Once you find the right tipping point, you will get more cost-effective marketing.

In addition, social network is an excellent game testing platform for mobile game developers because of its openness. In the past ten years, King, the developer of Candy Crushing, has developed a set of complex game development strategies. First, it publishes casual games for online platforms, and then promotes these games on social platforms through Facebook. After Facebook is successful, it will consider pushing them to the mobile platform, which can greatly reduce the possibility of failure of its mobile platform games.

Now many game manufacturers are complaining that they can't buy enough users when testing games, and the channels support the games too little. But it never occurred to them that they could develop mini-games on social platforms first, and then consider transplanting them to mobile platforms after the performance was acceptable.

Verb (abbreviation of verb) Internet cafe cloud

Before, a friend asked me if Internet cafes were suitable for promoting mobile games. Internet cafe users are the target users of mobile games, and their needs are the same. The only thing you need to solve is the download method. Internet cafes have the characteristics of young and active users, as well as the strong exhibition power of Internet cafes themselves. Internet cafes will become the next key channel for mobile content providers (such as mobile phone software and mobile games).

What I want to talk about here is a cloud solution. In fact, as we all know, although Internet cafe users and gamers have a high degree of matching, many people have no need to play mobile games in the scene of Internet cafes. In most cases, Internet cafes have content management tools, 360 security guards and QQ. So in my opinion, Tencent and 360 are the best opportunities now. They can directly synchronize the games downloaded from Internet cafes through the account system, without the connection of data cable. Small and medium-sized game openers can ponder more in this respect.

Sixth, the scene layout

As long as the scene is suitable and the strategy is correct, any place can be used to promote your game. University campus promotion, coffee shop promotion, subway promotion, etc ... Many people say that offline promotion costs are high and the acquisition cost of a single user is high. In my opinion, this is still watching mobile games with the thinking of end-tour. I saw the advertisement for offline travel, because it is very time-consuming for me to download such a game of several G sizes, and it is not surprising that the offline conversion rate is low. However, the mobile game can be downloaded directly after the user sees it, skipping many steps, and the conversion rate is actually quite good.

I have tried to promote my own app offline, and the conversion rate is over 70% (note: just for fun, the reference may not be high). Let me give you an example. You cooperate with the tea shop in the school. The two-dimensional code of the game and the advertisement are printed on the cup, and the students take it to the classroom. Your advertisement has been exposed for at least 2 hours. I think there are not a few people who are willing to try early. Coupled with the free download traffic of app store, it has gradually become a trend and will become a battleground for military strategists in the future.

Seven, animation linkage

I won't say much about the importance of IP for mobile games here. Chen Zeng, the founder of Touch Technology, revealed that the same level of games are directly packaged with Japanese animation materials and put in the same promotion position, which is as high as 7 times different from the conversion rate of ordinary products. Faced with high moisture content, first-line mobile game publishers prefer this kind of infringing products, because such products have high conversion rate and high probability of success, and are more willing to put them into promotion.

IP is important because millions of fans have accumulated behind early comics or novels. As soon as related games come out, a large part of them can easily become hardcore players of the game. The value of IP is getting bigger and bigger, and the licensing fee is getting higher and higher, which leads to the developers of small and medium-sized mobile games not being authorized. However, the author believes that they can choose to cooperate with some online original comic writers, and the comic fan base has a higher degree of overlap with mobile games. One of the biggest advantages of online comics is that its readers come from smartphone users to a large extent. You can immediately enter the game download page by clicking the advertisement at the bottom of the comics. The cooperation cases between some domestic game manufacturers and runaway comics are worth learning.

Eight, cross-border implantation

Game commentary, grass-roots talent micro-movies, and online novels are three kinds of promotion modes that I have seen more. Because the producer of a domestic game is a well-known LOL commentary, it is reasonable to use the resources of game commentary to promote it. Many commentators introduced and recommended this game in the video. At the same time, the image of the famous LOL commentary is implanted into the card in the game, and the game commentary is used as a selling point for publicity. Because it is very compatible with the LOL theme adopted by the game itself, it has achieved good results.

Another example is the cooperation between Changyou mobile version of Tianlong Babu and a series of unexpected micro-movies, which is also a good example. During that time, according to the author's observation, the game briefly rushed to the top ten of the free list. Later, although it was abandoned by the public because of the poor quality of the game, the success of this cooperative promotion is worth pondering. Before, the author even saw a game called "Ask Heaven", and shot a series of micro-movies before it went on the market. In terms of online novels, there are many ways of cooperation, so I won't say much here for the time being. Cross-border implantation will be very effective as long as it is found on time.

IX. Rebate Guidance

This is the best of both worlds for users and game companies. Game companies should accumulate popularity at the beginning of the game. Especially for Game Point, which focuses on the game, the so-called die-hard players can win it from an early stage. However, the biggest problem of cashback application is that the unloading rate of the application is close to 95% after users get goods or cash rewards. That is, the user deletes the game immediately after downloading the game and obtaining the coffee coupon. Therefore, in the early stage of the game release, this marketing plan can play a certain propaganda role, but in the long run, it can't last long. (This passage is taken from those things about mobile games. )

X. community explosion

The most popular game recently is Flappy Bird created by Vietnamese, which is actually the most typical case of community detonation. A reddit user posted a list of dead and dead ios abused games, which happened to mention this game. After that, it attracted the attention of many game lovers, and a large number of rotten houses began to try this game. Although there were a series of factors later, it cannot be denied that the initial detonation. This game has been scheduled for half a year in 2000, until this topic was detonated … ..

Many people will feel strange when they see this place, and they will think that two, four and ten are talking about the same thing, but in my opinion, social relations can be mainly divided into three types: private socialization, social socialization and social socialization. What is private is QQ, Path, WeChat and the like, and the main function provided is chatting or communicating. The community is for people and watercress, and its main function is interest classification. Society is Weibo, and so is Twitter. Their main functions are broadcasting and watching. Different latitudes, the depth of the relationship, and the strategies adopted are also different.

Put the community explosion at the end, because the author thinks this is the most important place for the future marketing promotion of mobile games. On the one hand, the hub of the community is interest, and each different type of mobile game can find the corresponding community. In the mass communities such as content paragraphs, anecdotes, drawers, etc., basically any mobile game can be promoted here. People who are interested in grassroots community culture have a lot of fragmentation time in most cases. These people who are willing to spend a lot of time wandering online are mostly grassroots users, and they hope to find satisfaction through virtual worlds.

Douban Group, Baidu Post Bar, Momo Bar and other communities have stronger interest ties, which can lay a solid foundation for the precise marketing of mobile games. According to the author's understanding, after many mobile games are launched, they will soon be ready to start the construction of post bars. There are also some niche communities for high-end users. Although the number of users is small, it is worth investing resources. Once high-end users become gamers, due to the scarcity of their time, they will inevitably spend a lot of money to make up for their disadvantages compared with other players. It is no exaggeration to say that as long as a game has 10% high-end users, even if other users are free players, this game can still make a lot of money.

On the other hand, the community was originally only used for marketing and publicity, but in the end it is the most important place to precipitate user relations. Internet companies as long as you have enough users, then the business model will come naturally. So no matter what game it is, you must build your own community. You can get real user feedback from the community and find the direction of future game improvement and excellent ideas. Once the users really settle down, you will have the initial users of your next game.