Changsi Advertising makes full efforts to help "Fishing Master 3" win the championship again

Mobile advertising revenue will reach 31.5 billion US dollars in 2014. The development of the mobile game industry can be best described as "rapid growth". The performance of "Fishing Master 3" is also so impressive. In the first month of its launch, the cumulative downloads exceeded 45 million, and it ranked in the top 20 of the iOS list. In 14 hours after its launch, the Android downloads exceeded 6 million, and the revenue reached 746,000. In 24 hours after its launch, the Android downloads exceeded 10 million, making it the well-deserved "King of Mobile Casual Games in 2014".

Changsi Advertising has played an indispensable role in the success of "Fishing Master 3". Changsi Advertising is the fastest growing advertising platform in the past year. With its huge media traffic, rich customer resources, leading mobile advertising technology and professional operation team, Changsi Advertising has formed a complete and unique delivery optimization solution for the operation and promotion of mobile games, providing one-stop traffic monetization services for mobile games.

How did Changsi help "Fishing Master 3" achieve such brilliant results? Specifically, it can be explained from two aspects: preparing to position marketing goals and maximizing the realization of marketing effects.

Accurately identify marketing goals:

Fishing Master 3 has accumulated more than 400 million users based on its predecessors Fishing Master and Fishing Master 2, laying a solid user base for Fishing Master 3. The upgraded 3D Fishing Master 3 continues the core gameplay of the fishing series and is fully upgraded in terms of engine, graphics and playability to better meet the needs of players of all ages.

The marketing goal of Changsi Advertising this time is very clear. After "Fishing Master 3" is launched on July 17, the download volume will be rapidly increased, the charts will be impacted, and the game revenue will be increased.

Steady, accurate, ruthless, and multi-pronged approach to rapidly increase download volume:

In combination with the game features of Fishing Master 3, Changsi first promoted the game through a variety of manufacturer channels, App Store, and mainstream application market store channels to lay the foundation. At the same time, social media marketing promotion, mobile advertising (banner, interstitial, score wall, recommendation wall, etc.), and traditional media promotion were used to improve coverage. In addition, auxiliary promotion methods such as exchange and limited free, and even offline cross-border marketing, made Fishing Master 3 gain a lot of exposure in the shortest time, greatly increasing the download volume. The game revenue increased significantly.

The following are the innovative performances of Changsi in various dimensions in this promotion.

Stable: lock the manufacturer's channel and open up the download entrance.

360 was the largest source of users on the first day of the release, continuing the data of the release of Fishing Man 2; manufacturer channels became the largest channel support in the first release downloads, Lenovo was the dark horse of this release, and the download traffic from Lenovo, Xiaomi, Huawei and other mobile phone manufacturer channels accounted for 30% of the total. At the same time, Fishing Man 3 was officially recommended by Apple, which also played a great role in hedging the list.

Accurate: Comprehensively use a variety of delivery strategies to accurately target the target audience

1) Media investment, lock in high-conversion media, and make precise moves

2) Time-based advertising: Incremental advertising during the active online hours of users, making advertising more effective

3) Banners, interstitials, points walls, recommendation walls and other mainstream mobile advertising forms are used in a multi-pronged manner to echo the channels and application markets, greatly increasing the exposure of "Fishing Master 3" in the short term.

Ruthless: Creative marketing has no limits, directly hitting the user's pain points

1) Advertisement creativity attracts attention: Due to the limited screen size of mobile phones and iPads, if the ad creativity does not attract the user's attention at the first time, it is easy to be ignored by the user or disgust the user. In the ad creativity of "Fishing Master 3", Changsi Advertisement uses colorful cartoon screen design to catch the user's attention at the first time, and vividly displays the exquisite game screen of "Fishing Master 3". Words such as "World's first release" and "Shocking public beta" also attract the user's attention at the first time.

At the same time, Changsi Advertising designed multiple sets of advertising materials for "Fishing Master 3". During the promotion period, it continuously collected the conversion rate of each set of advertisements, adjusted and re-quantified the advertising creativity in a timely manner, and comprehensively improved the conversion rate.

2) Cross-border marketing captures people’s hearts: Before the launch of Fishing Master 3, Changsi Advertising followed the latest trend and boldly tried crowdfunding Fishing Master 3 to “sell fish with fish.” Offline, it teamed up with 360 to launch the Fishing Master 3 Tesla Relay Race, which was presented online and offline at the same time. The intensive brand exposure spread the word of the launch of Fishing Master 3 and increased the number of downloads.

***Achieve marketing effect:

"Fishing Master 3" was first released at 11:00 on July 17, 2014. By 24:00 on July 17, the Android downloads reached 5.448 million in just 13 hours. 14 hours after the launch, the Android downloads exceeded 6 million, and the revenue reached 746,000. By 11:00 on July 18, the downloads on both iOS and Android platforms exceeded 10 million 24 hours after the launch.

As of August 18, 2014, within one month of its launch, the cumulative downloads of Fishing Master 3 exceeded 45 million, and it remained in the top 20 on the iOS charts.

Fishing Master 3 became the undisputed king of casual mobile games in 2014, with an estimated return on investment of more than 200 million yuan. As a result, Changsi Advertising also won many industry awards, and its unique delivery optimization solution will surely bring greater benefits to more mobile game companies.

With the rapid development of mobile Internet, APP-based advertising networks will release more unlimited marketing potential. The China Game Industry Report from January to June 2014 released by the China Audio-Video and Digital Publishing Association Game Working Committee shows that from January to June this year, the number of Chinese mobile game (including mobile online games and mobile stand-alone games) users was about 330 million, a year-on-year increase of 89.5%. The market share reached 25.2%, up 17.7% from the same period last year. The actual sales revenue of the mobile game market was 12.52 billion yuan, a year-on-year increase of an astonishing 394.9%.

However, the development of the entire industry has not been smooth sailing. Judging from the current development status of the mobile advertising industry, which is a barometer of the industry, with the rapid growth of traffic, the low conversion rate brought by crude delivery is increasingly unable to meet the advertisers' growing demand for precise delivery. They are increasingly evaluating the value of traffic in a more detailed manner to reduce costs and increase ROI, rather than using extensive delivery just to rush to the top of the charts as in the past. More precision, higher ROI, and more income have become the general demands of the industry.

At this time, the role of an excellent mobile advertising marketing service provider is crucial. Changsi's performance in this regard is as outstanding as its full-case cooperation with "Fishing Master 3". As the fastest-growing mobile advertising platform in the industry, Changsi has currently served more than 900 well-known advertisers in the industry, and its excellent cases include well-known games such as "Fishing Master 3", "Boom Beach", "Gods and Demons (Weibo)", "Wuxia Q Legend", etc. Its complete and unique set of delivery optimization solutions will provide one-stop traffic monetization services for mobile games.