3 cases reveal the marketing trend of overseas game brands in 2022H2: Genshin Impact, Endless Showdown, PUBG

Recently, the General Big Data Research Institute released the "2022H1 Mobile Game Marketing White Paper". As a partner, in this report, we provide all overseas gaming colleagues with the social media influence list of BrandOS gaming brands from January to May 2022.

The report covers nearly 70 countries/regions around the world, a total of 70+ mobile application channels at home and abroad, a total of over 1.2 billion marketing materials, and the download and revenue information of App Store & Google Play, two of the world's most popular stores. The provided BrandOS game brand social media influence list comes from the public data of Facebook, Twitter, Instagram, and YouTube platforms obtained by Marketing Cloud.

Affected by the long tail of the epidemic, game users have expanded from core players to all those with leisure and entertainment needs. Game users continue to grow around the world, and the competitive battlefield between game brands is also changing.

On social media platforms, traffic acquisition is still the focus, but by establishing social media influence, the importance of occupying players' minds is gradually increasing.

Combined with the observation of the changes in the influence of Chinese game brands in overseas social media and the cases of game brands that are among the best in the BrandOS list, we can see the overseas social media marketing trends of game brands in the second half of 2022:

1. Create character IP and strengthen fan marketing:

On social media, popular characters are a powerful tool for expanding your influence. As an important game brand asset, the character's appearance, story, and ability setting are all very good social media marketing materials. At the same time, focus on creating exclusive social media fan benefits for popular characters, which will further stimulate the interaction of character fans and enhance the character fans' recognition of the game.

For example, "Yuan Shen", which has nearly 18 million fans in the overseas social media matrix, is a typical game brand that builds influence on social media through characters and deepens interaction with fans.

Through the "Post Analysis" function, we can see the popular posts of the Twitter global page with the highest OS score in the original shrine media matrix. Among them, TOP3 posts are all related to the role.

TOP1 is the character Ayato Kamiri, who was installed on February 4th. Since the character has already participated in the overall story line before it was officially launched in the game, it also reflects the character and setting of the character. the player's appetite. Therefore, when the character was installed, the comment area of ​​the post began to look forward to and call for real feelings, and a variety of memes occurred spontaneously, which promoted the secondary spread of the new character's launch.

2. Get through the game inside and outside, and encourage users to expand their influence on social media platforms:

For replayable games, how to mobilize the power of core players, create influence outside the game, and attract new users is very important. Social media-exclusive interactive activities with game materials as incentives provide a bridge between inside and outside the game and mobilize user participation.

Game brands can set up exclusive activities with game materials as incentives on social media platforms, combining platform characteristics and platform user characteristics, to mobilize users to repost, comment, and like, while enhancing social media influence and covering more new users .

For example, "Endless Showdown", which ranks second in this issue's list, as a MOBA game, pays more attention to the social media influence of the game brand, and usually adopts the method of "quiz with prizes" to mobilize players on social media platforms. activity. Then, by setting in-game props as prizes, players on social media are guided into the game.

3. Upgrade the cooperation of celebrities and break the circle of players:

Cooperation with influencers is a common strategy adopted by game brands, but in the new marketing environment, the scope and method of cooperation between game brands and influencers should be upgraded.

On the one hand, the range of celebrities can be expanded from game celebrities to two-dimensional and lifestyle celebrities; on the other hand, in addition to trial play and evaluation, cooperation methods can also be extended to secondary creation, endorsements, etc. Through upgrading cooperation, break the player circle and gain a wider player group.

For example, the mobile version of “PUBG Mobile”, which is popular all over the world, launched the #PUBGMobileMadGala brand challenge on TikTok, inviting celebrities and dancing celebrities to participate in the pre-warming, and launched the challenge to follow the filter dance. Generated 8 billion views, greatly increasing the brand's exposure and visibility on social media.

Conclusion:

The global game industry is still growing, and going overseas is an important development direction for Chinese game brands in the future. In this white paper, we also excavated the overall trend of "refinement of mobile marketing and decrease in total investment". In the face of rising investment costs and the need for localization, social media has become an increasingly indispensable way for game brands to go overseas.

As a global social media data marketing management brand, it will continue to pay attention to the most popular and cutting-edge marketing methods and cases in the world. Welcome to continue to pay attention to us and go overseas efficiently and globally.