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The four high moves of the diversified era of online games to the diversification of online games

2025-01-27 13:33:27|Myriagame |source：minecraft skins

In 2016, some people said that the domestic page game market has been weak, and its development speed has decreased year by year. The page game market will be further squeezed by the mobile game market.It is also said that by 2016, the real golden age of page games will officially come.Because the foam of the virtual high in the past two years has been squeezed, and a large number of CPs have joined the mobile game market, which has weakened the competition situation virtually. All those who stayed are all conscience companies that are sincere in doing games and marketing.In the stage of stable development, it will continue to grow and benign in the future.

In any case, in 2016, China's online game market will have more obvious changes, showing a diversified development trend.Whether it is the development of a relatively mature page game market or the gradually entered the right mobile game market, it has entered the stage of "no boutique and no game".This means that short -term and skin -changing games no longer have a market. The product cycle will be extended as much as possible. The market heat endurance has become one of the important criteria for testing a game.

Do a game like a long -distance running

Taking the first web game "Legendary Domineering" occupying the first page game in 2015 as an example, this game pulled into the distance between users and manufacturers through multiple offline large -scale players' events, and launched the customized web drama "The Legend of the Barry RestaurantThe method of harvesting a large number of new users, two spokespersons Lin Zicong and Deng Chao, both are very representative, making the game's popularity further rise.All kinds of operations are updated with stable versions in the game, making it operate for more than a year, and still have a large number of active users and more than 100 million monthly current income.

It is precisely because of these successful precedents that the original simple and rude marketing model in the domestic game market is becoming diverse and rich in subtly.Especially in the market background of the integration of the entertainment industry, game spokespersons have almost become the standard for every popular game.The star effect does bring considerable new users to the game, which virtually adds the game's attention and exposure.However, the overwhelming videos and website patch advertisements also made game spokespersons of Zhang Liangying, Zhang Weijian, Angelababy and other game spokesperson labeled with "visual pollution".If the use of the spokesperson is only limited to simple COS game characters, shooting video short films and advertising materials, then it is not difficult to estimate that this form will only be more and more disgusted by netizens in the future.

At the moment when the film game linkage becomes a hot word in the industry, the spokesperson should be created by multi -dimensional.

How should celebrities make full use of it? In fact, under the good conditions of the development of film games to become a major trend, the timing of multi -dimensional creation of game spokespersons has matured.

Throughout the page game and mobile game market, many manufacturers choose spokespersons, with the purpose of spending small money for publicity, most of them are mainly small and small.From the early selection of hot online celebrities, to the endorsement of female stars, they only to attract players' attention. Whether the spokesperson is enough to match the game and whether they can cooperate with the game to make more three -dimensional market propaganda without being fully considered.

In 2015, "Legendary Overbacco" abandoned the inherent thinking of beauty endorsements and took the lead in opening the "tough guy" Lin Zicong as the spokesperson as a spokesperson, and obtained a greater market response from a novel perspective.Then, the concept of the linkage of the movie game is popular. Zhao Liying in "Flower Thousand Bone" and Hu Ge in "Langya Bang" all endorsed the IP adaptation game of the TV series.Do not judge whether these endorsements are successful, at least the degree of matching with the game is enough.

Next, what game manufacturers need to think about how to use the multi -dimensional influence of the game spokesperson.Finding the spokesperson is not just for simple attraction, the shaping of games and even the company's high -end brands is the long -term plan.In 2016, Deng Chao, the second spokesperson selected by Lin Zicong after Lin Zicong, can see the game and its publisher Sanqi Mutual Entertainment, based on brand building planning.

Deng Chao endorse "Legendary Overbacco", millions of people tear the brand -name activities

In terms of the spokesperson for Deng Chao, Sanqi Mutual Entertainment used many new ideas to make the game spokesperson bid farewell to Facebook and flattened, and became the idol -style player leader who could really communicate close -up and visible.In summary, it can be summarized as four moves of "martial arts".

The first trick: Yiyang Finger -In -depth portrayal of the spokesperson and the inherent connection of the game and the company's brand.

Deng Chao, as the captain of the "Running Men's Team" in the positive energy group, is active and humorous in personal image, and the brotherhood of running the men's group is also deeply rooted in the hearts of the people.And "Legendary Bulletin" is exactly a game related to brothers, hard work, and fighting. Choosing Deng Chao as the spokesperson, reaching a complete fit between the spokesperson and the game style.But one blow is accurate.Although Deng Chao, as the second spokesperson for "Legendary Overlord", the personal image and the connotation of the game are accurate, which has a magnifying effect on the spokesperson and the distinctive characteristics of the game, and it is easier to resonate with players.

Not only that, Deng Chao's image of "love to play old meat" also matches the brand concept of Sanqi Mutual Entertainment "Play Heart Creation the World". At the third CIGC, he was hired as the company's world's first "player master master"It can also be seen that Sanqi Mutual Entertainment has a long -term plan in cooperation with Deng Chao.This is not the same day as some game companies hire AV actresses and big breasts Showgirl for short -term eye -catching, without long -term complete spokesperson planning.The second trick: Five Elements Boxing — Synchronous fisting in multiple aspects to shape the image of a three -dimensional spokesperson.

In the packaging of game spokespersons, Shaolin Wuxue "Five Elements Fist" should be practiced simultaneously to achieve the effect of both divine shapes and unity internal and external.That is to say, the use of spokesperson resources can no longer be limited to advertising shooting, but to synchronize punching in multiple directions to shape the three -dimensional image of the spokesperson.

In the use of Deng Chao's image, "Legendary Bulletin", online and offline simultaneous efforts. In addition to the shooting of conventional advertising materials, Deng Chao also recorded a blessing video, recruited "Super Fighter Lucky" on the anniversary on the day of the anniversary.On the 3rd, the entire layout of the Southern Metropolis Daily invited players to tear the brand -name online together. At the 3rd CIGC conference on March 7, they participated in the game live broadcast and PK with players.It is reported that the TVC short films specially created by Sanqi Mutual Entertainment for "Legendary Bulletin" and Deng Chao are also close preparations. They will be filmed in the near future and put off offline bus, subway, and private advertising channels.

The third trick: Destroy the palm -manufacturer and players will interact with players to deepen the sense of substitution in the game.

Star endorsements in the traditional understanding are the star orientation. Now Angelbaby, Yang Mi, Tang Yan, Zhao Liying, Wu Yifan, Li Yifeng, Jing Bairan and other Huadan fresh meat endorsement games.Users and players are mostly entered the game because of their love for the stars themselves.

In the related marketing planned for the spokesperson Deng Chao, "Legendary Bulletin" added more novel and effective content -oriented ideas to combine stars and game content. On March 7 this year, Deng Chao was invited to play with players in the game togetherA unique carnival carnival of the uniquely -millions of brothers tore the brand.The event was carried out in the game live broadcast. Deng Chao entered the game and gathered the brothers team to fight against players. He communicated with the player on the spot, saying that there would be many such opportunities to fight with players in the future.This method makes live audiences more attracted by the content, not just entering the game for the sake of the stars.This trick accurately grasp the "destructive palm" of users 'close contact with celebrities' demands, which not only deepen the star's sense of existence in the game, but also allows players to enjoy more game fun.

The fourth trick: Qiankun's great move -let the stars become the final bridge of linkage in the film and television industry and the game industry.

In the era of the interconnection of the film game industry, there is another more important role, that is, to become the link between the two industries.Just as the martial arts names are "moving", the merger and transition to the yin and yang, and the power of the ending of the yin and yang, and the final effect of casting should have an explosive influence.The spokesperson is equivalent to a medium, which helps the cooperation of film and television and games. Through such a multi -channel three -dimensional communication, it can create a more complete IP brand.

According to the description of the "2015-2016 Pan Entertainment Industry Report", a complete pan -entertainment ecological industry chain, the upper layer is an incubation layer based on network literature and animation., Form a huge IP value, and then use games, performances, derivatives to achieve the value -added and benefits of IP."Legendary Domineering" has the output of film and television works, and has accumulated star resources such as Lin Zicong, Deng Chao, Bai Huizi and other stars. During the endorsement of Deng Chao, the possibility of shaping the game brand in the film and television industry with the stars as the bond.Market action is worth looking forward to.

Future game spokespersons should be built in this direction.Let the game with the most communication with manufacturers communicating with manufacturers, with the reasonable use of star resources, generate greater commercial value, and also accumulate more popularity for celebrities, and finally achieve a win -win situation for the star image and game brands.

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