Games Should Establish Their Own Brands: The Winning Tips in China Mobile Gaming Industry
Vincent Yan, Founder and Chief Executive Officer of AdMaster, China’s leading data solution provider, shared with global game developers the difference of Chinese and Western markets and the “Winning Tips in China Mobile Gaming Industry” at the Game Developers Conference this past month.
Games should establish their own brands,” said Yan, “There was an interesting change in the China mobile gaming industry in 2014.”Through the process of assisting brands to create their commercial values, AdMaster realized that gaming is still a rather challenging territory. In order to succeed in the gaming industry, it is vital for the games to adopt a comprehensive and integrating marketing solution.”
According to Yan, the global Internet market can be divided into two parts: China and outside China. The Chinese market is very complex. Applications distribution channel, social media platforms and video streaming play very important roles for games to establish their brands in China and thus is more complicated in exceeding the overseas market in terms of:
- Over 100 application distribution channels in China
- The diversity of social media platforms in China is over 5 times of foreign markets. Amidst the large variety of choices, it is a great challenge for the games to understand the consumers and quantify them into marketing effectiveness.
- Currently, there are still over 10 mainstream video streaming media platforms in the China market. Video streaming is not only a platform to enhance brand awareness but it is also an important channel for content dissemination. To accurately evaluate advertising effectiveness, the connection between an actual video streaming website and mobile application data is critically important, for which this is also the competitive edge of AdMaster in China.
Yan also emphasized that traditional TV advertising still has a great impact on consumers and is an important channel for brands to establish competitive edges. Based on some previous successful brand marketing experience, it is suggested to adopt cross-screen advertising in the gaming marketing strategy.
According to the AdMaster’s cross-screen advertising effectiveness report, not only it is easier for brands to be remembered by consumers via cross-screen advertising, but it can also enhance the intention to purchase and brand preference. As a result of the complexity of the media platforms, consumers will be able to reach out to loads of information. Apart from its competitors, it is also important to find ways for gaming advertisement to stand out from other brand messages. Therefore, it is crucial to have a solution that can help evaluate brand marketing effectiveness, and as a result, helping brands to save marketing budget in a smarter way instead of increasing attention via CPI buy. While mobile marketing is putting more emphasis on directional seeking and integrated platforms, ConversionMaster shows its value.
At the moment, not only AdMaster leverages its extensive experience in obtaining cross-platform, cross-screen and mobile terminal marketing data, but it also successfully expands the coverage of its market data solution to overseas. Therefore, we will integrate the experience of obtaining cross-screen marketing data, including mobile, social platform, video streaming, personal computer and TV terminals, from the east and the west, to assist the local mobile game developers to expand its business to the international market and enhance effectively via focusing on result-oriented marketing strategy,” said Yan.
AdMaster is China’s leading data technology company that uses big data to help brands measure the effectiveness of their marketing investment. We offer solutions for third-party advertising verifications, cross screen research, social and ecommerce measurement – including data obtained from computers, mobile devices and digital TV. We provide data solutions to 80% of the leading international and domestic brands in China.