Once upon a time, people found that the website and mobile APP news were interspersed with "come as soon as you are brothers" and "your girlfriend came up to get the magic egg and turn it into a dream." such similar advertisements made people laugh. In fact, these are the industrial and streamlined marketing strategies of the game-- buying volume.

Don't laugh at this publicity mode Low, in fact, so many manufacturers adopt this way, it is this way to really make money!

If you think about these big stars, they don't have to do anything when they come. Put on some clothes and say a few lines. 2 million is convenient and affordable, so Chen Xiaochun, who was all the rage at that time, Jet Li and Jackie Chan, who were all popular at that time, have all become regular visitors.

As for manufacturers, these stars are the idols of their game target users. A few simple words, coupled with passionate music, may also have a few pictures of beautiful girls to wipe the ball, and see that these brothers immediately rekindled the blood of that year. I think of myself at that time. I have no time and money, and this time I have to "make up for my lost youth."

Therefore, seemingly rough, but extremely targeted delivery, directly hit the hearts of the target users.

In fact, at the beginning of this model has not been vertically subdivided, all games, until after 2016 found that the more like legendary brush games, the more suitable for buying, the core is, the more serious homogenization, the more suitable to buy.

Why are legendary ones so appropriate?

Because "Legend" can be said to have opened the entire era of online games in China. It is said that there were only 400 million netizens and more than 300 million legendary players, and it was the legend that directly made Chen Tianqiao the richest man in China. At that time, a piece of equipment in the game sold at a high price of hundreds of thousands. Think about how much the house price in Beijing was at the turn of the century.

It can be said that legends have influenced a generation. This generation is now in middle age and has some small money on hand. The young man who did not take Shabak at that time said goodbye to a tired day's work after dinner. Why not ask his old friends to have fun together. And ultra-high explosion rate, Yuanbao recycling, recharge can be brushed, cool.

And the legendary source code has long been leaked, the production cost is low, and the user's goal is rich, so you can do a lot of running water directly by buying a lot of money, not to mention that many brothers come up to play for fun, charging all kinds of money, even if you know that you are GM, the operator is adjusting the value, and the equipment that others have just smashed ten thousand yuan is blown up, and they still continue to charge money, just to have a person to play.

Therefore, it is possible that a big R player of mobile games and page games can top the sales of a single game, so this kind of environment in China is really not suitable for stand-alone development (digression). Therefore, in a moment, there was the scene I just started talking about. All kinds of advertising for brushing games were launched on various websites and APP. He invited "dregs". I invited Louis Koo, and the manufacturers all kept pace with the times and evolved into "Cai Xuyi" and "Xie Guangyi". All of a sudden, it is to create a "love to play Blue Moon", such as the monthly flow of billions of easy game manufacturers.

However, as mentioned earlier, serious homogenization is suitable for buying, such as two-dimensional, strategic games, the player audience is more vertical, and the playing method and characteristics of each work are different, even if a large number of early users pour in, there will be problems after retention. Therefore, many of these games are promoted through specialized channels such as Bilibili Inc. or TapTap.

With the rapid development of the game industry, especially domestic mobile games, the supply of content is increasing, and the cost of buying is also rising, and because of the popularity of "Arena of Valor", the vast majority of players play this game, greatly compressing the living space of other games, then the only remaining market, fighting intensity increases significantly, buying costs rise again, so the industry shuffle in an all-round way, only the strong can survive. In addition, starting from 2018, the enhanced examination and approval of version numbers and the removal of games without version numbers from Apple Inc Mall this year, it can be said that the whole industry has experienced a round of cleansing, and there are basically some means to stay, either with good marketing or good research and development.

However, in the domestic industry environment, even if the R & D capability is strong, there is still a big gap compared with overseas studios and game companies. For the release of a game, Apple Inc, Android and other platforms have to withdraw 30%, coupled with the purchase of marketing spending 30%, the rest of the talent for R & D, and R & D can not only bet on one work, it is conceivable why the industry is full of all kinds of skinning games, which is why even big companies do not want to invest human capital to develop stand-alone games. Spend so much money, the final effect is not sure whether it is good or not. Then why don't we change the skin, plus internal purchase, and the player will cut it again and again.

Fortunately, mobile games have indeed expanded the group of players. As users gradually realize the routines of manufacturers, the industry also realizes that shoddy products alone are disadvantageous to the development of the market, and supervision and practice are developing in a good direction.

Back to the theme of this article, game buying can be said to be an example of the industrial operation of game marketing.

According to the purchase market monitoring of thermal cloud data, the number of domestic purchases of App has maintained a steady growth trend since the beginning of this year. Especially in the post-epidemic stage, various industries gradually entered the recovery stage.

Especially in the field of mobile games, the activation rate of mobile game purchases in the first half of the year, under the strong flow dividend, reversed the decline from last year's summer vacation. Although most mobile game manufacturers overoperated in the first quarter, it affected the incremental space of mobile game players for activation and payment data in April to a certain extent. However, with holiday marketing such as "International Labour Day", "Mother's Day" and "520", the data on the effect of mobile games buying improved in May.

According to the ranking of ideas launched in the first half of the year, the growth rate of leisure mobile games is obvious, and its proportion has exceeded that of simulated operation, so it can be seen that this type of mobile games has begun to launch an impact on the number one role-playing mobile games.

One of the most prominent "strongest snails" is leisure, which can be regarded as the dark horse in the first half of this year. Through cooperation with a huge number of engines, the "strongest snail" of celadon culture is very clear from advertising creativity to target positioning, using star endorsements, entertainment games LOK, funny creative plot and other play methods, using intensive multi-coverage delivery strategy, combined with KOL short videos, carry out multi-frequency high-coverage bombing, with "Save unhappiness" as the main line, easily and humorously pass the works to users. From the final result, this set of publicity mechanism can better improve the natural number of users, while taking into account the brand effect of the game, it can be predicted that this kind of momentum will be more common in the future.

On the whole, every link of China's game industry is constantly standardizing and evolving towards standardization and industrialization. I believe that with the continuous improvement of players' cognitive level, under the improvement of industry supervision and game companies themselves, the competitiveness of the whole industry will continue to enhance, and we can also convey our own culture and views to the world through games.