Sogou promotion case in the gaming industry!

Since the outbreak of the epidemic began in early 2020, many people have been spending much more time at home, which has also promoted a rapid increase in the number of players in the gaming industry. Students, the main force of the gaming industry who were sealed off from school and quarantined, have gone online and started to contribute to the development of the gaming industry. As the Qingming Festival and the May Day holiday approach, the gaming industry will continue to be popular and continue its peak season. So today we will take a detailed look at the gaming industry that everyone loves!

1. Overview of the development of the gaming industry

In my country, the game industry and the Internet industry started at basically the same time, both in the 1990s. However, the Internet industry has always been full of talented people, while the game industry has been very short of talent. If the shortage of talent is a major problem hindering the development of the gaming industry, then the other major problem, the lack of core talent capable of developing games, has made the already depressed gaming industry even worse. Compared to the booming Internet industry at the same time, the gaming industry is really in a difficult situation!

If we compare the gaming industry with the Internet industry, the gaming industry is in a very dire situation. All along, there has been a world of difference between these two industries in terms of national policies. The Internet industry has a series of policy supports from the government, while the gaming industry faces a series of policy restrictions. Just like the saying “No rain, no rainbow”, despite a series of obstacles in terms of talent and policies, the gaming industry has still carved out a new world of its own. Even though the gaming industry is not large compared to the Internet industry, its influence cannot be underestimated.

The beginning of 2021 is also a relatively peak season for the gaming industry. Tencent Games rarely launched brand advertisements on the Douyin platform. Perhaps, as Tencent Games said in its brand promotional video this year, in the future, the true value of games lies in "connection."

2. Ways to develop and promote the gaming industry

No matter how fun a game is, it must first be known to everyone. Especially in today's highly competitive gaming industry, if you don't promote it, your game will most likely be ignored. So what promotion methods are generally used in the gaming industry? Because the gaming industry relies heavily on electronic terminal devices and the Internet, it generally uses online channels for promotion.

Currently, the mainstream promotion channels in the gaming industry include Guangdiantong, Baidu, Sogou, UC Toutiao, etc., and overseas there are Facebook and Audience Network. Data from an analysis website shows that Facebook occupies a leading position in the global market and is the best channel for the gaming industry to promote overseas. In China, there are some game websites, such as Game Teahouse, Mobile Game Matters, Game Grapes, etc. You can go to these websites to learn about their styles and make some targeted content submissions based on the content of their websites.

In addition, the game industry usually uses the following methods for promotion:

Promotion of application market:

Since the application market entered the market early and has a large number of accumulated users, it is also an effective way for the gaming industry to promote itself. Promotion companies in the industry include third-party electronic product markets, such as 360, Baidu 91, App Store, etc.; mobile game manufacturers, such as OPPO's Coco Store, Xiaomi Store Management, etc.;

Network alliance promotion:

Network alliances bring larger numbers, quick results, and moderate costs, but they also have high uninstall rates and many silent users.

Occasionally, large games or game companies will hold offline exhibitions and events, but a considerable number of companies in the game industry are limited by funding or venue and are unable to conduct offline promotions. At present, online promotion is still the mainstream promotion method in the game industry;

In online promotion, search engine bidding promotion has become the favorite of many advertisers because of its quick results and strong controllability. Sogou Search, a search engine, is backed by the gaming empire Tencent and has both PC and mobile terminals. It is also popular among young people for its unique fashion style, which coincides with the main consumer group of the gaming industry. Therefore, Sogou promotion is also welcomed by advertisers in the gaming industry.

2. Game industry search promotion case

After introducing the online promotion channels for the gaming industry, how should the gaming industry promote itself in search promotion? Today, we will introduce a Sogou promotion case for a gaming industry client. The client's main business is to borrow, rent, sell accounts, and provide limited game equipment for an online game;

The client mainly promotes two games. Since these are online games, they are not subject to geographical restrictions, and the time when players go online is uncertain. Therefore, the account's promotion area is nationwide, and the time period is all time periods. The account budget setting is currently 100/day;

In terms of creative design, because the client mainly promotes the business of borrowing and buying accounts, the creative design should highlight the manufacturer's "real-name system" and platform security, and build confidence in the security of the website for netizens, so that they can place orders without any scruples or worries. In addition, here are two tips for writing creative ideas. When writing creative ideas, we should write according to the grouping of keywords and the parts of speech. If the grouping is price words, then in the creative design, we should reflect the price advantage; if it is a manufacturer word, in the creative design, we should reflect the manufacturer's advantages, such as the manufacturer's qualifications and strength, etc.

Because it is the gaming industry, we should make full use of pictures or videos in the creative settings to reflect the specific content sold by the account. By using the combination of picture albums and the single product direct access style unique to the gaming industry, we can better attract the attention of netizens and increase the click rate of the account. The gaming industry is particularly suitable for high-end styles that combine pictures and texts. Therefore, in promotion, we recommend that you design as many of your own pictures as possible and use exquisite pictures. Compared with monotonous creativity, the number of clicks will be greatly increased!

In addition, the gaming industry is also more suitable for information flow promotion. Therefore, we recommend that customers enable information flow promotion and set interest tags in the information flow. Because it is the gaming industry, potential customers exist in all walks of life. Practitioners in any industry may be game enthusiasts. Just like music has no borders, there are no industry barriers in games. Therefore, games may involve a wider range of industries, and any industry may develop into a potential customer. Therefore, we recommend that, except for industries with strong business characteristics, add as many interest tags as possible to gain more traffic and exposure;

Through monitoring and data analysis of account placement, we have compiled the account promotion data and made a comparison chart with the industry average data, as follows:

All of the client's data are far above the industry average. After communicating with the client, we also learned that the ROI also met the client's expectations. Overall, this is a relatively successful search promotion case in the gaming industry!

Well, that’s all I have to say about the promotion of the gaming industry. I hope that what I have said above can be helpful to you. It is spring, which is the peak season for active players in the gaming industry. I hope that friends in the gaming industry can dig up more treasures in the red ocean of the gaming industry!