Lei Feng network (search "Lei Feng network" public concern) : Author: Hui Chen TMT Internet Research Department analyst team Wang Yilin, Lin Renxiang, Liu Yao.
Pokemon go's current main profit-making method is still to earn money by selling props directly in the game. When the scenes in the game are combined with real-world locations and products, Pokemon Go will no longer be a simple game, but a new platform for getting online and offline services. It will become an expansion form of online and offline combined marketing. Merchants draining their marketing business may become new ways of realizing the game.
(via: gamersheroes.com )
Recently, the mobile game "Pokemon Go" has not been widely discussed in social media and friends circle since it was launched in China. Through the mobile phone screen, players can use the electronic map of the game or open the camera to discover nearby virtual genies through the panoramic map. And "throw" the elf ball to catch. The main task of the game is to collect sprites scattered throughout the game. It is a LBS augmented reality (card exchange + fitness) game that needs to be practiced. As many players download across regions, even triggering a number of game server crashes, the extent of the explosion is evident.
| Pokemon Go incites interaction mode to subvertPokemon Go represents a new way of interacting online (game) and offline (real world), meaning virtual and real-world interactions. Interaction is a natural property of the game. LBS-based mobile internet games allow online virtual scenes and offline geographies unlimited possibilities.
First of all, LBS games have strong geographical attributes and games can coincide with any real-life geography scene. In the office (do not let the boss discover ~), stadiums, department stores, tourist attractions, LBS-based mobile games can appear in every corner of real life.
Secondly, the LBS game incorporates the characteristics of real-world geographical attributes, and the game can better surprise users with a combination of realistic scenes and virtual game elements. Imagine finding ingredients for returning blood in the Roast Duck Restaurant in Quanjude. Fill in the knowledge and skill points of the characters in Yuelu Academy. Find treasures that have long been lost in Fujian Tulou. An LBS game can fill an ordinary real-life scene with eggs.
May wish to open a hole in the brain, from the perspective of marketing, what new marketing ideas can be opened for game operators and advertisers?
| Games at how to move the chain line service?Pokemon go's heat has also brought some unexpected situations. An Australian police station "Darwin" was selected as "Poke Stop" (an important place on the map to get a ball or a fairy egg). The result was a police station. With a large number of "training divisions" (game players), the police station was unbearable and was forced to "seek players not to come back."
The large number of people is not good news for the police station, but for others? Such as shopping mall operators, tourist area operators? A lot of people flow is something they can only hope for.
Imagine that a scenic spot cooperated with Nintendo to use the scenic spot as a scene area in the game and co-developed some tasks, even rare props. In the previous copy of the online game, the scene of the brush prop will be copied into the actual scenic spot. The area brings a lot of people, and the area operators must laugh together.
For some convenience stores , even a small "Poke Stop" can bring a lot of people. Players can easily buy bottled water, and they can get a lot of benefits for the shopkeepers. In addition, the props in the game can also be connected with the real-life products, for example, in the convenience store with the game to buy bread, you can get the corresponding props in the game to supplement the physical strength, in the cooperation mall to buy clothes, you can Obtaining the corresponding equipment in the game will be a win-win situation for game platforms, players, and sellers.
Traditional games mainly rely on direct charge (sale of games or time cards), value-added services (sales of props, equipment), development of game peripheral products, and hard advertising. From the perspective of Nintendo's announcement, Pokemon Go’s current main profit-making method is still to make money directly from selling props in the game . When the scene in the game is combined with real-world locations and products, Pokemon Go will no longer be a simple one. The game, but the new platform to open up online and offline services, has become an online and offline marketing expansion, through the drainage of merchants, doing marketing business or will become a new way to realize the game .
Not only Pokemon go, GTA, Assassin's Creed and other well-known IPs that run maps have become the potential for transforming into similar mobile games. This kind of LBS game combining virtual and real scenes has the opportunity to become a new way for offline merchants to drain.
What is the key to the success of the interactive model in Pokemon Go?
For merchants and advertisers, the explosion of content IP has always been the first choice for marketing opportunities, Pokemon Go's popularity, once again proved a super-IP like a pocket monster, the appeal of the crowd can not be limited to peripheral products . The high value of the Super IP also represents a high threshold. Google and Nintendo invested $20 million in game development funds for Pokemon Go's production company, Nianic Labs. Compared with the traditional forms of media and native content drainage, the production cycle and return cycle of investment in game marketing are longer. Such marketing cost is difficult for most advertisers to digest.
It can be noticed that compared to Magic Leap's use of AR technology to turn basketball courts into a sea where whales are haunted, the augmented reality technology used by Pokemon Go is actually a bit more advanced, but LBS interaction with mobile Internet is closer to the user's daily usage habits. The sense of participation that interacts with the real world and the fun of virtual interactive content is the key to its popularity. Once the players participate in the interaction, interest will attract players to participate in it and encourage them to share interesting things and form a benign Transmission cycle.
At present, there are already businesses starting with simple games and using WeChat and other third-party platforms to develop interactive games. Rewarding through the way of LBS punching and punching leads the player to the shop to be the most direct. Secondly, using the game props and points collected by players online can offset the corresponding offline services and form the linkage between online game activities and offline consumption. In addition, through games, connecting users and providing interactive social functions also contribute to the formation of stickiness. In the future, with the combination of more applications of LBS virtual/augmented reality technology, it will be able to bring a brand new experience to interactive game marketing at this stage.
The combination of virtual and reality triggers the subversion of the interactive model, which inevitably brings new horizons and imagination to the marketing model. In the future, new marketing development may have the following 3 tips.
Tip 1: Marketing content will interact with real-life scenarios.
The gradual adoption of mobile phone/smart hardware as a carrier for marketing is becoming more and more familiar to consumers. The integration of physical geography scenes with e-commerce and product advertisements will become more common. At present, the development of visual identification technology enables the intelligent terminal to "understand" the physical scene with enhanced capabilities. Only by photographing the item, the corresponding purchase portal can be found online. The stage of development of the interaction between marketing and reality is at the identification-information recommendation level. In the future, combining virtual interaction with augmented reality will enable mobile marketing to enter the recognition-recommendation-interaction level and further promote purchase conversion.
Tip 2: The online and offline drainage will become the starting point for marketing.
The marketing methods represented by virtual try-on, try-on, and trial have become popular. For example, IKEA has incorporated augmented reality modules in the APP to allow customers to simulate the placement of furniture in specific locations at home. The combination of practicality and virtual goods that meets the characteristics of the product and the real environment will break the limits of offline store locations and become the standard for online and offline drainage.
Tip 3: LBS continues to be the interface between online and offline marketing.
LBS has a high degree of popularity and is the basis for providing accurate marketing based on location, and will continue to be the preferred service for connecting online and offline marketing. At this stage, offline merchants have been able to provide services such as discounts and navigation to consumers in real time through LBS. In the future, like Pokemon water-based pocket elves can only be collected near the water surface, merchants will be able to provide real-world situations based on the store’s geographical location. Interactive Marketing.
At the next station of the subway, the president of the guild is sitting in the game; at the entrance, a kung fu panda hides a kung fu panda; yesterday your buddies dropped a sword in Xidan shopping mall... as long as the user can move on, the first step in marketing and drainage. It has already been successful. The combination of virtual and reality starts with the game first, or it will trigger the next marketing revolution.
Lei Fengnet Note: The team of analysts of Huichen TMT Internet Research Department studies smart+, smart+ research, and focuses on smart hardware, artificial intelligence, cloud computing, business intelligence, and related fields. Reproduced, please contact the authorizing, and retain the author's information and source, can not delete the content.
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