游戏邦在:
杂志专栏:
gamerboom.com订阅到鲜果订阅到抓虾google reader订阅到有道订阅到QQ邮箱订阅到帮看

Ziosk分享如何面向儿童展开游戏推广活动

发布时间:2012-08-03 11:20:21 Tags:,,,,

作者:Dant Rambo

在手机领域成功地营销一款游戏从来就不是一件简单的事,特别是当目标受众是儿童时。首先,他们不会像其他受众群众那样访问固定的一类网站,因此他们不太容易受大量广告攻势的影响。Ziosk首席营销官John Regal就这一话题举行了一次座谈会,为开发者们提供重要的建议,即如何向儿童推广游戏。

Regal谈到的第一点是,关联性很重要。他举例,Mattel公司凭借芭比娃娃的虚拟世界,可以接触到大量4-8岁的小女孩。这个虚拟世界是广告极有利可图的地方,但前提是你出售的是对口的产品。比如,在同样的地方做GI Joe广告,效果可能就不太好了。地点就是一切,特别是如果你想让特定的群体注意到你的游戏,“那就是为什么可口可乐会在电影院做广告。”

Regal也提到了沉浸感觉和“驻留时间”——我认为这两点大有关联。“如果人们不在你投放广告的场所长时间逗留,他们对广告就不会有太多交互活动或沉浸体验。”换句话说,在技术学校或游戏商店播放有趣的预告片比地铁站里设置静态图片更能吸引人的目光。

无论你打算吸引谁,地点都是广告的一个关键因素,对儿童尤其有重要影响。根据Regal所述,如果你在这些群体消费的媒体或地点投放广告,他们就更可能注意到。这里,他举了“虚拟世界”的例子——或者更准确地说,是虚拟世界可定制的特点。体验可以量身定做,广告也可以。

ziosk(from gamezebo)

ziosk(from gamezebo)

另一点是,必须知道你的广告方案的可行性是多少。“如果你不能预测投资回报率,你怎么知道自己在这些儿童身上花的时间和金钱会得到回报?”在现代这一点尤其重要,随着许多开发商被迫投放小本经营的广告,在最有成效的地方投资是非常重要的。所幸的是,近年来随着度量学和数字广告的崛起,评估可行性已经比较容易了。

但当然,儿童并非最终支付费用的人,他们的父母才是,这个群体才是你制定广告计划时要牢记在心的人。Regal认为,吸引他们的注意力不是唯一重要的事,尽管要以不麻烦的方式吸引他们购买你的游戏,这是至关重要的。如果他们必须购买的过程太过繁琐,你的广告效果肯定不好。

Regal提到他和工作伙伴如何对Ziosk进行一场“发现游戏的革命”,作为研讨会的总结。他们将与Applebees和Chevys等连锁餐厅合作,把7英寸的Android平板电子放在桌上给儿童和他们的父母玩。如果他们看到自己喜欢的游戏,他们可以当场购买。人们还可以拍下游戏的二维码,以便之后再下载。Regal很有信心,认为他们会在接下来的12个月里吸引到1亿人的关注。

儿童是手机领域非常重要的一类群体,要吸引他们的关注并不容易。我相信与会者们听完这席话走出会场时,一定会更加明白如何制作面向儿童的广告。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Ziosk’s John Regal on advertising games towards children (Casual Connect)

By Dant Rambo

Successfully marketing a game in the mobile space is never easy, but it’s especially difficult when you’re dealing with children. For starters, they don’t have access to the same suite of websites other groups do, and are thus insusceptible to a lot of ad campaigns. Ziosk CMO John Regal hosted a talk on the subject, and provided developers in the audience with some much-needed advice on how to get their games in front of kids.

One of the first things Regal discussed was the importance of relevance. He pointed to the mass amount of 4-8 year old girls Mattel is able to reach in their BarbieGirl virtual world. It’s a lucrative place to advertise, but only if you’re selling the right product. GI Joe ads, for example, probably wouldn’t go over well. Location is everything, especially if you want the right parties to become aware of your game. “That’s why you see ads for Coca-Cola in the movie theater.”

Immersion and “dwell time” were also discussed – two points I consider to be largely related. “If people don’t spend a lot of time in the environment where your ad is, they’re not going to necessarily have a very interactive or engaging experience.” To put it another way, an interesting trailer in a tech or game store is far more likely to sink its hooks into someone than a static image in a subway station.

The where factor is a crucial part of advertising no matter who you’re trying to court, but it can have an especially potent effect on kids. According to Regal, if you reach out to them in a medium or location they’re invested in, they’re more likely to pay attention. He gave the example of “virtual worlds” here – or, more specifically, the customizable nature of those worlds. The experience can be tailored, as can the ads that reach the users.

With Ziosk, Regal and co. are hoping to provide companies with a new way to reach kids and families.

Another point that translates to all advertising efforts is the need to know how well your methods are working. “If you can’t calculate ROI (return on investment), how do you know the time and money you’re spending to reach these kids is paying off?” This is especially crucial in modern times, as many developers are forced to operate on a shoestring advertising budget, and it’s important that their money ends up in the most effective places possible. Fortunately, it’s been made easier in recent years with the rise of metrics and digital advertising.

But, of course, kids aren’t the ones cutting the checks at the end of the day. It’s the parents; a group you’ll want to keep in mind when coming up with your advertising plan. Making them aware isn’t the only thing that matters, though: reaching them in a way that cuts the amount of work they have to do to purchase your game is, in Regal’s opinion, crucial. If they have to go through a bunch of hoops, chances are you’ll suffer from it.

Regal wrapped things up by talking a bit about how he and his coworkers plan to “revolutionize discovery of games” with Ziosk. They’ll be partnering with restaurant chains like Applebees and Chevys, placing 7″ Android tablets at tables for children and their parents to play with. If they find a game they like, they can purchase it on the spot. It will also allow people to take photos of QR codes associated with the games so they can download later. Regal is confident that they’ll reach 100 million people in the next 12 months.

Like any good panel at an industry event, I walked away pondering something I’d never really thought about before. Kids are a very important demographic in the mobile space, and reaching them is no easy feat. Judging by the amount of people jotting or typing notes throughout the talk, I’m pretty sure a lot of attendees walked away with a better understanding of how best to pull it off.(source:gamezebo)


上一篇:

下一篇: