Mobile game industry information flow optimization methodology: well-founded material analysis

According to Tencent's Q2 financial report, led by Honor of Kings , mobile game revenue increased by 54% year-on-year to approximately RMB 14.8 billion, exceeding PC game revenue for the first time.

Big companies are so powerful that they will also use various promotion channels to do marketing and buy traffic. Other game manufacturers are spending a lot of money on promotion , and information flow advertising is a must-win place for buying traffic for mobile games .

As competition has become increasingly fierce in the past two years, the cost of mobile game promotion has continued to rise. Let me share with you the average assessment costs of different types of industries.

In the promotion process, we often encounter three major difficulties:

1. It is difficult to get a return on investment . The promotion investment return cycle is long, and it is difficult to maintain and monetize in the later stage;

2. It is difficult to find effective channels . There are many channels on the market, and it is difficult to find reliable ones and the effects are hard to say;

3. It is difficult to find accurate users. During the promotion process, from downloading, registration, activation to retention , a large number of users will be lost with each step;

How to solve these pain points during the promotion process? Today, we will take Weibo information flow advertising as an example to talk about the optimization methodology of the mobile game industry!

1. Account Preparation

Before launching the game, you can optimize the Weibo account for the game. There are usually three ways:

1. Package yourself through Weibo names, and choose some interesting and strange Weibo names to make the account look more native in the information flow. For example, a cute girl who loves mobile games, an internet-addicted girl who loves cycling, please call me Babajiang, and Big Eyes playing games. Who else eats five mouthfuls per second, my boyfriend can’t be this cute, etc.

2. Disguise as the official system and release settings for different systems to appear more authoritative and credible, such as Android Evaluation Center, AppStore_Evaluation Center, etc.

3. Disguise as a mobile game master (recommending users to use the game from a third-party perspective), such as APP architect, mobile game assessor, mobile game reviewer who has been focusing on mobile game reviews for 15 years, game experiencer-Anthony, military game observer, etc.

2. Copywriting materials

Direction 1: Game original painting

Including pictures of people, scenery, equipment, etc., the pictures must be exquisite and high-definition. If necessary, render the design to make the picture more realistic and atmospheric.

Direction 2: IP

The game itself has IP attributes, and the material copy should highlight the characters and scenes in the IP to arouse users' sense of familiarity.

Direction 3: Apply strong IP

Through the game scene pictures, character pictures, equipment value pictures, combined with strong IP game pictures, or directly use the strong IP game high-definition pictures.

Direction 4: CG video

Use the game's own CG video. If you don't have it, you can look for a CG video that is highly compatible with the customer's game. CG videos are generally controlled at around 25-30 seconds. The video effects should be cool, and the video must fit the mobile game landing page or Appstore picture introduction.

Direction 5: Real-time Game Shooting

Suitable for RPG or games with a strong sense of operation. It is recommended to use a real person's mobile phone to record, and to use a high-level account for recording. After testing, good-looking hands will produce better recording results.

3. Advertising Form

There are various forms of Weibo information flow ads, including blog pictures, blog videos, nine pictures of application owners, application home cards, and pinsu cards. Different ad forms are suitable for different games, specifically corresponding to:

Blog post pictures: The interaction rate is between 0.3% and 1.0%, the interaction cost is high, and the conversion rate is high.

Blog video: The average interaction rate is 5%, which is suitable for games with strong IP and can improve the quality of the account.

Nine pictures of application owners: The average interaction rate of IOS is 10%-15%, and that of Android is 5%-8%, which is suitable for a set of 9 pictures of the same type.

App Home Card: The average interaction rate of the copy is 1%, which is suitable for games with higher cost requirements.

Pinsu Card: Suitable for 3D illustration placement, with an interaction rate of 0.8%.

4. Delivery skills

1. Orientation

In terms of orientation, there are two directions, depending on the game:

Targeting based on IP, traditional IP can target this IP group, classic IP can be targeted

According to the game style, such as Xianxia, ​​ACG, etc., you can place ads according to the corresponding style groups.

2. Copywriting skills

When testing copywriting, the traffic allocated to each copywriting is not the same. Therefore, it is best to test a set of copywriting at least twice to get a rough idea of ​​the quality of the material.

The amount of copywriting during the test period should be sufficient. It is recommended to test 10 pieces per day;

When testing good copywriting materials and need to run them in volume, it is recommended to open multiple accounts. Because an account is unstable, the traffic of each account will change during each period of each day. To ensure that good copywriting can run normally, it is recommended to open at least one more account;

The survival period of a new copy is about 3 days. After 3 days, even the best copy will see the traffic quality deteriorate and the cost start to increase. To ensure that this copy can fully play its role, it must be placed on different accounts to ensure the freshness of the copy.

5. Case Data

After reading the above material directions and optimization techniques, let’s look at some classic and excellent cases of how games perform in Weibo information flow ads:

1. A strategy mobile game

Platform: iOS

Delivery effect: activation cost 20-25 yuan

2. A dress-up mobile game

Platform: iOS

Delivery effect: activation cost 15-20 yuan

3. A certain RPG mobile game

Platform: iOS

Delivery effect: activation cost 15-20 yuan

4. A certain Xianxia mobile game

Platform: iOS

Delivery effect: activation cost 12-17 yuan

Finally, I have one more thing to share. Today is August 23. For most people, this may be an ordinary day, but for the operation of Weibo information flow advertising, it is of great significance.

Today, all Fans Passes have been switched to Super Fans Pass, and many friends in the circle of friends are saying goodbye to Fans Pass.

The end of an era and the beginning of a new era, I also believe that the gaming industry will take off again with Super Fan Pass! In the future, I will share with you more useful information from Super Fans!