An option to send the bottled juice to players’ friends was also incorporated into the game.Īfter two months, more than 22 million active members were registered on the campaign. Lohas brand awareness among game players rocketed to 36 per cent from zero, with sales 50 per cent higher than the client’s target, according to Charlene Lee, head of the Lohas account at JWT Beijing.Ĥ However, in-game branding on these sites has been sparse. According to Steven Hu, CEO of InGameAd Interactive, engagement is difficult to achieve because there’s a limited capacity for brands to integrate their messages. The companies that created it are not professional game-design companies there is little sustainability in their games.” There may be banner ads or billboards on the farm, but it is difficult to embed brands in the process of the game. Liu is more optimistic about this sort of in-game marketing. ![]() “It is a kind of advertising at an early stage, though has a promising future,” he says. “Web games attract million of users in China. Brands have a huge opportunity to make an impression on end users, who are often 25 to 30 years old. This is the target audience for many FMCG products.”ĥ Hu’s advice to brands looking to advertise successfully in the space is to be fun and make the campaign relevant to audiences in the context of the game. “For in-game advertising to be successful, it should be in the form of storytelling or part of the game’s multiple storylines. You can’t really leverage a brand off of straight advertising as the game has been created to be very light. It’s because of this that we haven’t seen lots of ads in this platform.” Happy Farm is China’s latest gaming trend. China’s social network space revolves around entertainment, with the games a site offers being a key part of its appeal. ![]() In an extremely fluid market, failing to keep up with the latest trends - or to anticipate the next ones - can affect share. ![]() Sites are largely dependent on app developers to produce these games. As a result, the process of making money out of them through tie-ups with brands can be complex - though not impossible. The games offer an avenue to reach millions of young users. Inserting a brand into the game can drive awareness, as shown by Lohas. There are now plenty of genres of casual gaming Marketers should be mindful of how their brand fits into the game and not force their ads into an environment just because there are millions playing it.
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