Some time ago, "Original God" and Musk's "passionate interaction" on Twitter became the most talked about topic by the melon-eating masses recently. As we all know, in addition to being the founder of Tesla, Musk also has a special identity, that is, the top Internet celebrity on Twitter.
Originally, it was a "joke-style" activity promoted by overseas officials of "Original God", but because Musk personally "brought goods" and attracted many big Vs including TGA founder Geoff and e-sports team Secret to come to watch, this "I can't wait to enter the original god" Dynamics was forwarded thousands of times in a short period of time, and liked 30,000.
Although it was later confirmed to be an "accidental" marketing, it caused such a viral spread in a short period of time, and it has to be said that Musk, an Internet celebrity, has "played an indispensable role" in it.
In fact, it is not difficult to find that KOL marketing has become the "standard" of domestic game manufacturers, such as "Wilderness Action", which has been deeply rooted in the Japanese market for a long time and sits firmly in the top 10 of Japanese mobile games, will serve KOL marketing throughout the life cycle of the game. Not only did it release the anniversary theme song with the music head KOL for two consecutive years, but also held hands with the fastest youtube blogger to sing a chorus of 10,000 people, creating a topic that caused the IP heat to soar.
Coincidentally, Lilith's latest war mobile game "Warpath" also chooses to cooperate with Internet celebrities to attract potential users who are interested in war and history. Earlier, "Sword and Expedition" invited Elijah Wood, a Hollywood star who starred in "The Lord of the Rings", to endorse it, further enhancing brand recognition and influence.
As Zhang Hao, co-founder of Lilith, said: "Nowadays, the cost of buying is getting higher and higher, and the traditional way of buying is no longer feasible." Lilith will land some resources through KOLs, and combine some brand promotion at some important nodes of the game version, such as doing some player recalls in combination with activities, so as to achieve the purpose of continuous profitability of a game during long-term operation. ”
In fact, in the early days of domestic games going overseas, marketing strategies were only reflected in a single purchase, and repeatedly washing users with a large number of game advertisements on video and social platforms became the most conventional marketing means. After that, the advantages of marketing methods with more localized characteristics are highlighted, and celebrity endorsements are invited online, and offline physical scene cooperation is greatly improved. With the strong rise of today's live broadcast and short video industries, more accurate KOL marketing has emerged.
So the question is, why are big manufacturers now keen on KOL marketing?
On the one hand, there are many choices of games now, for players, KOL has a higher reference, according to Google data survey, about 73% of players like to watch YouTube game KOL trial video, which means that such potential users have a higher conversion rate; on the other hand, this kind of experiential "advertising" is more disseminated, easier to reach potential users and expand IP appeal.
Compared with other forms of promotion, the data advantage of game KOL marketing is also more prominent. Relevant data show that the average retention rate of KOL marketing is 10% to 20% higher than that of ordinary delivery effect advertising, and the average investment of 1 US dollar can make a profit of 6.5 to 20 US dollars, which also means that KOL marketing has the characteristics of high retention and high return. In addition, the long tail effect of KOL marketing is obvious, and the video influence of YouTube can usually be as long as 3 months. It can be seen that the size of the influencer marketing market is developing at a high speed, and the market size is expected to reach 13.8 billion US dollars by 2021, an increase of 42.2% year-on-year.
With the further intensification of competition in the domestic mobile game market, the game going overseas has become a general consensus reached by many manufacturers. That being said, there are only a few products that can really go abroad and have a long-term foothold in overseas markets.
The reason is that, on the one hand, in this era of "wine is also afraid of deep alleys", it is impossible to find effective marketing methods that make many manufacturers eat "dumb losses". Especially after the implementation of the iOS New Deal, the degree of refinement of game purchases has been greatly reduced, resulting in a continuous increase in the cost of buying. According to the Global Mobile Game Benchmark Report, iOS marketing budgets generally rose by 15% in 2020, RPG game CPI by 34%, and non-organic installs fell by 35%. Small voice, low exposure, and high marketing costs have become the problems that most domestic manufacturers will inevitably face after going to sea.
On the other hand, different countries and regions due to human customs, cultural habits, etc. are different, even if the manufacturer personally goes to kol to talk about cooperation, due to the language barrier, the communication cost is too high, expensive; contact kols, both sides also have trust costs, resulting in low response efficiency, trouble; from selection, reach, negotiation to cooperation, inexperienced manufacturers often encounter many problems, laborious.
It is difficult to get all of the above done, but due to the unfamiliarity with various countries and regions, and the marketing strategy of competitors, the conventional gameplay and creativity in China may not be applicable overseas. In the case that manufacturers have not done a large number of cases, due to poor commercial effects, lack of KOL contract spirit and other factors, it is easy to step on the thunder and overturn the car.
So, how to accurately grasp the user preferences of each region? How do I match the right KOL for my gaming product? How do I optimize my assets locally? Youdao Ads, which has been deeply involved in the field of game influencer marketing for many years and has deep insights into all major markets, has something to say!
Kol marketing in the game industry has actually risen for only three or five years, as the earliest enterprise in China to open the business, Youdao Ads has served game customers including NetEase, Lilith, Funplus, Mihayou, Heartbeat Network, Mu Hitomi Technology, etc., and won the "Top Ten Excellent Service Providers Abroad", "Top Ten Marketing Cases of the Year" and other awards, and customer satisfaction has reached 9 points (out of 10 points).
On December 22nd, 16:00-18:00, Youdao Ads will bring "Make a Friend!" 2021 Game Overseas Internet Celebrity Marketing Live Conference], 10 senior regional operators of NetEase will bring services and other overseas manufacturers to the top 30 list of large customers to share wonderful practical experience, live broadcast will cover SLG, MOBA, FPS, casual games and other major game types, as well as Southeast Asia, North America, Japan and South Korea, Europe, Hong Kong, Macao and Taiwan, the Middle East, Latin America 7 major game overseas popular markets.
Reject monotonous preaching and only talk about data, cases, and methodologies. Full interactive live broadcast, ask questions at any time, ask questions and answer! Throughout the event, there are NetEase limited dolls and blind boxes, Bluetooth headsets, red envelope benefits are dropped from time to time, and Youdao Ads will also broadcast high-quality direct sign KOL lists, free 1v1 instructor consultation opportunities and other N heavy benefits!
Check out the poster below for details of the event, scan the code in advance to register for a seat!