Mobile game manufacturers enter the era of all-round marketing

The domestic mobile game industry has become a red ocean since its inception. Lack of money or lack of people are secondary problems. Both established companies and entrepreneurial teams are faced with the same problem: how to maximize the attention of users in today's media environment? How to prevent a good game with potential from being buried in the overwhelming publicity?

The beginning of the era of omni-directional marketing

Office workers must have noticed recently that they can see some mobile game ads on TV, in cinemas, elevators, subways, and even in convenience stores... except for home and office. According to observations, a game that has been released most intensively recently easily topped the AppStore bestseller list and broke the 100 million yuan monthly revenue mark. According to the analysis of senior people in the industry who have been engaged in advertising and marketing for many years, mobile game marketing has gradually moved from online channel management to "all-round marketing".

The so-called "all-round marketing" of mobile games means breaking through the limitations of online channels and simple sales, establishing a multi-level online and offline integrated marketing method that synchronizes market and sales, and fully penetrating the activity venues of the target population.

It seems that traditional media will become the focus of a new round of competition, and mobile game companies have also begun to "cover" offline media platforms. However, is it enough to just "cover" offline platforms?

Innovation direction of offline platforms

Offline platforms still need to innovate, otherwise they will not be able to adapt to development.

After entering the Internet era, offline media has been less valued, and some even believe that everything will be transferred online in the future. However, with the development of the Internet, the concept of O2O has been proposed, and offline media has regained attention. However, how to realize O2O on media platforms is still under exploration.

At the 2014 ChinaJoy exhibition, in addition to the exciting new games and the beautiful legs and breasts, a unique "Baima Bus Shelter" attracted the attention of users and manufacturers. Any passenger waiting for the bus can use their mobile phone to connect to the Baima Bus Shelter via Wifi and enjoy all kinds of popular games provided by the Baima Bus Shelter entertainment community. We experienced the content of well-known mobile game manufacturers in the industry such as Dangle.com, Youjiu, Touch Technology, and Gameloft in the booth of Baima Bus Shelter. It is reported that they are all discussing different cooperation models with Baima Bus Shelter.

"Playing mobile games is a favorite pastime for people during the fragmented time while waiting for the bus, and recommending games to mobile phone users during the waiting time is the best way to market mobile games," said the project leader of DangLe.com.

Can the bus shelter become the brightest star?

There are many media that provide local wifi services, each with its own characteristics. Using the most popular word "use scenario" to analyze, bus shelters do have some advantages. Compared with elevators, which are favored by advertising companies, users wait for a bus much longer than they take an elevator, and the effect it can play is by no means comparable to the narrow and short space of an elevator. Compared with bus Wifi, bus shelter media is comfortable and stable, and the user experience will not be affected by the crowded space inside the car.

The reporter experienced at the exhibition that a 90-megabyte game was downloaded in less than 5 seconds, and traffic was completely free. It is reported that this model has not yet been commercialized on a large scale, and only a small number of pilot projects have been established in Beijing, Shanghai and Guangzhou. "This is a brand new field, and mobile games are currently the most suitable project for bus shelter media, but this is not all." The relevant person in charge of "Jihao Interactive", the service support provider of Baima Bus Shelters, told reporters, "Today, when user time is becoming more and more fragmented, waiting time has become a widespread and relatively stable period of time. In terms of information transmission, bus shelter Wifi has advantages that other mobile media do not have, such as fast, stable, and convenient."

The advertising resources and fixed resident population of traditional media can be used to create a new O2O marketing form with a closed marketing loop by using today's mobile Internet technology. Whether it is games, shopping, CP, marketing and other industries, they can find their own position in it. How far the bus shelter can go still needs time and market verification.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.