Gamma Data Interpretation "2022 Game Industry Marketing Trends Report": Advertising platform resources have become the key to changing marketing models

Recently, the China Institute of Music Association (GPC) and China Game Industry Research Institute jointly issued the "2022 Game Industry Marketing Trends Report". The insight into the game marketing status correspondingly.

In the process of marketing, game companies generally rely on their own market -oriented marketing experience to perform user groups, but this also faces problems, that is, companies need to invest a lot of market resources to summarize more effective customers. Facing high trial and error cost pressure. Gamma data analysts believe that in this process, advertising platforms have become resources that game companies can borrow in -depth. After years of development, some head advertising platforms have in -depth accumulation on the level of resource integration and technological innovation. For example, Tencent Advertising, its intelligent tools such as intelligent bidding systems and deep conversion models have high maturity, which can help games based on the current status of the industry. Enterprise optimization play strategy.

For example, in the integrated marketing process of "IP+Buy", Tencent Advertising through full ecological resource empowerment+content creation and distribution to ensure the marketing efficiency of the entire life cycle of the product, thereby promoting the product breaking and obtaining more user recognition, improving products Various performance values.

Judging from the historical data analysis of this authoritative game research institution in China, at the level of industry marketing goals, Tencent Advertising has optimized the bid model and effect evaluation system, and established a model based on deep conversion goals. In terms of deepening capabilities and tools, then ensure the full -link marketing effect of game products, and help enterprises to flexibly adjust their promotion plans and improve realization efficiency.

In addition, the continuous improvement of technical capabilities also constitutes the depth advantage of Tencent advertising at this stage. First, including the new system intelligent directional release, it can help game products find and reach the user group more efficiently; The matrix, and deeply cultivated in -depth bidding tools, which not only helps the product rapidly, but also continuously optimizes the follow -up marketing effect. In order to better fit the characteristics of the gaming industry, Tencent Advertising also launched the industry version of the release end, helping to reduce the cost and threshold of the game products, and then accelerate the achievement of growth goals.

The upgrade of technical capabilities can also ensure that Tencent Advertising can better promote the implementation of content marketing and evaluate content marketing, and better combine conventional release strategies with content marketing.

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