In the buying market, the era of creation belonging to players has come

"It's hard to get the volume" is the most commonly heard voice in the industry in the past two years, and even "no one buys the volume anymore", which has become a strong impression of some friends.

However, if you pay attention to relevant reports and data, you will find that although the number of games in the market is declining year by year, the buying market is not going out because of this, but is undergoing all-round iterations. Especially for the source of "volume" in the purchase chain, game manufacturers and advertising platforms are actively promoting a new round of optimization.

Indeed, manufacturers are becoming more cautious in their judgment of delivery, and both cost and conversion rate considerations are more stringent. However, from the relevant data this year, it can be seen that fewer games have invested more materials: it is not that they are not invested, but the trend of centralized game casting is more prominent. To put it simply, manufacturers think more and more carefully about who to vote for and how to vote.

So, why is the trick of throwing money at the past not working? What are the pain points of game manufacturers now? At the end of the day, now it's time to reach players – where are the players? Do players have a more suitable "new identity"?

Is the era of big KOL "monopolies" over?

In my impression, since the explosion of products such as "The Strongest Snail" on Douyin in 2020, relying on the influence of big KOLs and magic advertising materials to promote user conversion has almost become a general solution in recent years. In its heyday, it should not be too much to mention the phrase "the more you invest, the more you earn".

Nowadays, although the momentum of the top talent is still there, it is obvious that the resources of manufacturers are no longer fully flowing into it. At the end of the day, I think it's because the needs of game manufacturers have shifted a lot in the past two years.

In the past, manufacturers paid more attention to the level to which the volume of each node could be rushed, so they relied more on the effective explosion of large KOLs at key nodes. Nowadays, in the process of pursuing DAU, the attention to ARPU value is also rising, and many manufacturers are beginning to think about how to effectively reduce the cost of delivery and improve the efficiency of user conversion.

Especially for those manufacturers and products that do not have large IPs, medium scale and vertical categories, it is necessary to make more detailed planning for marketing.

In addition, in today's UGC culture, platforms such as Douyin have accumulated a large number of user-created content, which allows game manufacturers to change their advertising ideas to player creators, and have a feasible soil for extending the life cycle of games by establishing an exclusive author ecology.

Sometimes, instead of relying on the platform to find those head talents who are biased towards pan-entertainment to break through the new group, try to guide players to "self-produce and sell tap water", and gradually incubate a new generation of talents in the middle and tail, which is not only cost-effective, but also considerable long-term sustainability - now manufacturers are not a one-shot deal, and long-term operation can be described as the core consideration.

You must know that once the player group assets are opened, they can form a two-way supplement with the content pool. UGC content can effectively attract players, and more players can produce content. This kind of ecology that allows players to become content consumers and content producers, with controllable costs and good reach, may take some time to start, but it is not a path.

In short, if we ask where the "quantity" comes from today, we can't just hope for this road. Starting from the player ecology, it is urgent to seek a more high-quality traffic pool.

Use the right "tools" to unleash the player's power

Of course, to expand the product volume from the player group, manufacturers will also face many new challenges.

Because in order to revitalize the "volume" of the player ecosystem, it is necessary to complete the process of multi-platform activity aggregation, creator submission, and creator settlement in the game community. Efficient and easy-to-use "tools" can be used to ensure that players can participate and gain from the most intuitive entrance, so that players can be motivated to produce mass content and feed back the game.

In fact, on the market, we can already see some positions built for player ecology and talent incubation. For example, Lilith's "Xiaoli Creation Club" launched for creators is an activity platform that focuses on improving the ability of creators and incubating and disseminating content for different games.

Enter the mini program of "Xiaoli Creation Club", and you can see the ""Yuanguang 84" National Star Broadcast Project" that is now being opened. Interested players can click on the submission to receive the live broadcast task, and start the live broadcast on Douyin according to the rules. If the relevant results can be achieved, the platform will directly distribute cash, exclusive metric props and other rewards, and put the so-called "incentive content output" in place.

You can see the player content production channels mentioned above, and some products have gradually run. It is worth noting that this model is clearly carried out in close cooperation between the game manufacturer and the marketing platform. It can be seen from the detailed rules of the live broadcast activities in the "Xiaoli Creation Club" that whether it is the receipt of live broadcast tasks or the settlement and distribution of rewards, they all rely on the relevant functions of the giant star map platform.

"High Light 84", which opened for beta this month, is building its own player position

Obviously, under the transformation of manufacturers' communication needs, marketing platforms are also enriching product capabilities.

Giant Star Atlas, an intelligent marketing and management platform for talents, has mostly cooperated with game manufacturers in the purchase business. Nowadays, in order to meet the needs of manufacturers to establish exclusive author ecosystems, the platform has come up with more targeted functions. The live broadcast event promoted in collaboration with Lilith made full use of the new capability called "Game Ecosystem Management Position".

In my opinion, the filling of similar capabilities can be regarded as a further "two-way bridge" between game manufacturers and talent players, ensuring the effectiveness of the specific delivery process - this makes the player content ecology mentioned above a communication choice that can be implemented immediately.

But since it is not for the big KOL resources that rely on the platform but hopes to cultivate its own traffic pool, why do you need the participation of the platform? In fact, it is obvious to look at the specific advantages and capabilities in the "game ecological management position".

First of all, a platform like Giant Star Map can provide real and open data.

The data interface of the platform can provide real and complete submission content data, and with the help of the visual transformation data of the automatic mounting ability of the huge star map component, it undoubtedly directly solves the manufacturer's verification needs for the conversion effect. Because it supports accurate data backhaul, it can also effectively reduce data errors caused by manual operation review, and then monitor public opinion in real time.

You must know that data can be said to be a prerequisite for manufacturers to choose the direction of content, guide design experts, and plan the form of delivery, and it is also a reference for comprehensively guiding the communication of the entire player community - without the support of platform data, the cost of trial and error is incalculable.

The second is the "ability to distribute tasks efficiently" that cannot be ignored.

The platform supports the distribution of different tasks to players in the game and their own positions, making it easier for players to participate in them. This advantage undoubtedly solves the manufacturer's thirst for content sources. In order for players to produce high-quality content that can be disseminated on a large scale, it must not just be a "waiting process", but must be targeted to guide players at all levels to participate, so that they can gradually grow into normalized content creators in a targeted manner.

When it comes to distributing quest hatching masters to players, it is impossible not to mention the advantages of position master protection.

By setting up task barriers, the giant star map can effectively manage talents and help them cultivate and incubate. With management functions covering tasks, contributions, revenues and other dimensions, a clear growth path is built for talents, which is undoubtedly a big guarantee for "ordinary players" to gradually embark on the road of "talent players" and produce long-term content.

Then it's about freeing up labor costs. Highly flexible custom settlement methods and data backhaul settlement, one-stop solution to the customer's settlement development pressure.

At the same time, in terms of materials, high-quality materials will be automatically pushed to the AD background for bidding and delivery, providing game manufacturers with a reasonable price range for materials. The cost expectation of player content production has greatly reduced the cost expectation of delivering materials, and the platform's bidding function has further optimized the price of materials. The self-driven content ecology and the labor-heavy model of liberating manufacturers in content acceptance and settlement are in line with the essential needs of manufacturers to reduce costs and increase efficiency.

If you take a look at the business solutions of the entire ecological front, you will clearly see that through task management, reward distribution, advertising delivery, integrated distribution API and other functions in the background of the giant star map, most of the output and revenue needs of game manufacturers, individual talents and MCN unions have basically been covered. With sufficiently automated functions, the workflow between manufacturers and talents, and between talents and unions has been connected more efficiently and visually - so that the so-called player ecosystem can be operated.

It can only be said that the change of thinking of the giant star map is very suitable for the current industry trend. It accurately sees that players are no longer a "passively accepting" role, especially those core players of the product, and should give full play to their advantages to become a powerful grip for IP to break the circle.

Now it seems that as long as the platform can provide effective tools and manufacturers are good at diversified use, over time, this kind of traffic source built on the player ecosystem will become a moat for the corresponding products and manufacturers - this is not something that can be smashed by just throwing money.

Player ecology: a vitality position that cannot be ignored

In recent years, the traditional buying model has become weaker, and we have clearly seen that the user reach and conversion of future products must be based on sufficient high-quality communication content and effective community matching. In order to truly bring the creativity of players into place, further cooperation between the platform and game manufacturers is also indispensable.

Just like the new feature of the giant star map mentioned above, it is precisely because it focuses on the players themselves in a timely manner, and focuses on deepening the collaborative relationship with manufacturers to embrace the era of players, so that players can be active on the big stage in the form of UGC and other forms.

Let players build a "content world" on their own

In the current market environment, whether it is game content or buying materials, there can no longer be only advertising thinking and eye-catching gimmicks. The relationship between manufacturers and platforms should not only be pure marketing cooperation, but should rely on new co-construction relationships to drive the industry and players to build a healthier and more dynamic new ecosystem.

It is believed that with the more open attitude of marketing platforms and the opening up of more data capabilities and functions in the future, platforms and game manufacturers will further work together to solve the problem of immeasurability in brand management, and truly realize the ideal state of "integration of quality and efficiency".

The in-depth participation of players may also allow the concept of "buying volume" to gradually break the stereotype of rough money and hard communication in the past. The vitality of the player ecological position will allow the industry to see what kind of new content, new ideas, and new directions will be brought by this thriving traffic pool - the change in buying volume is leading the new node of the market.

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