From pure endorsement to role-playing game circles, more and more value "interaction"
"Smart marketing" creative endorsement of the game market becomes mainstream
Recently, the end of the game market has become "endorsement style". With the popular female group THE 9 endorsement "Zhu Xian" mobile game youth version, the international popular idol Lisa endorsement "Wildness" and Yang Mi endorsement mobile game "New God Demon Continent" , Big-name celebrities have endorsed the game labels to make fans happy to explode. In addition to asking for big-name celebrity endorsements, many small-cost game endorsements have been favored by the public through clever shooting techniques, and they have become "hot spots" nowadays. The Beijing Youth Daily reporter interviewed industry experts to sort out the gameplay of game endorsements.
Artist endorsement game popularity affects sales
After forming a group from THE 9, the industry has been paying attention to the first group endorsement. After successfully becoming the first explosive variety show in 2020, "Youth Have You 2" attracted a large number of young fans, how to continuously increase its viscosity has become the primary consideration of THE 9 commercial endorsement. According to the requirements of the endorsement, nine artists performed nine different occupations in the youth version of the "Zhu Xian" mobile game. "Zhu Xian" not only created an image of the "Zhu Xian" world for everyone, but also had a game line and interactive gameplay for everyone.
From pure star endorsements to role-playing endorsements, the game endorsement road has gone through several advances. Recall that in the 1990s, some well-known singers and groups such as Jay Chou, Sun Yanzi, Lin Junjie, SHE, etc. became the spokespersons of the big and small games on the three sides of the strait at that time. Using star popularity to drive game sales was the norm at the time. A reporter from the Beijing Youth Daily interviewed Ye Wei, a veteran of the game industry, and he said bluntly: "At that time, the game industry was still in a niche culture, and many celebrity endorsements did bring real benefits to the game. At that time, Sun Yanzi endorsed a game with a point card It's sold out every month, and many games use the influence of stars to drive the number of game registrations."
However, with the gradual development of the game industry, similar endorsement of popular games by artists is not a marketing highlight. Singing a game song or shooting an endorsement ad cannot stimulate the audience to play. In response, Xu Peng, CEO of Kunpeng Gold Wings, told the Beiqing Daily: "Many games have chosen to be strongly tied to the artist's IP, but the final effect is not satisfactory. The "Three Dances of the Three Kingdoms" entrusted by Jay Chou's "Dance of Spring and Autumn" finally also The failure to create a sales miracle is actually a change in the fan circle. Although game fans and star fans have a certain intersection, there has not been more two-way exchanges."
"Slag residue" creative endorsement of the circle into the mainstream
In the past two years, celebrity endorsements in the game circle have paid more and more attention to creativity and second-level marketing. A business endorsement is no longer just an advertisement, but more like an "interactive show" between celebrities and players. You may not have played "Music Blue Moon", but you must have heard "Hello everyone, I am slag hui", this sentence is because Zhang Jiahui's Mandarin is not very good, in a recording, put your name " "Zhang Jiahui" became the homophonic "slag slag Hui", which was ridiculed by everyone for a long time, and became the most magical game slogan.
Recently, a brand new advertisement in Wilderness Fighting was promoted on the short video platform, from Su Daqiang clamoring to play games with his children, to Aunt Xue's revisiting the hometown only to open the black; from Wang Jingze's "true fragrance" again, to Zheng Zicheng and Liang Jianping of "Do whatever they want" in "Reading Heart Detectives" were antagonized... With the theme of "Wild Fighting, Laughing to the End", several sets of advertisements with different perspectives and different entry points let the expression packs and The GIF pictures gathered together to achieve a win-win effect rarely seen in domestic game promotion in the past two years from the spreading effect and word of mouth.
Game interaction enhances endorsement change strategic cooperation
Regarding such "out-of-circle" operations, Xu Peng bluntly said: "With the development of the game industry, the interaction between game marketing and users has increased. After the "slag Hui", Hong Kong artists are invited to become legendary game routines." For example The two-year-old "gutianle is green" has now become popular, "Uncle Da recycles ingots" and so on.
From the perspective of stars, they began to realize the importance of the player group, and the endorsement game has also changed from pure "one-shot trading" to a strategic cooperation with more considerations-in the endorsement, stars began to gradually learn and interact with players , Become or approach the player. For example, male stars such as Chen He, Lin Junjie, and Jay Chou have turned playing games into hobbies, and have been online to interact with netizens from time to time. Text/Reporter reporter Wang Lei coordinating/Man Yi