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The little games you don't like are already crazy

Brain-burning advertising 2024/10/24 16:15

The little games you don't like are already crazy.

"Jump" is a groundbreaking media innovation, "Synthetic Big Watermelon" is to take advantage of the situation, "Sheep is a sheep" to use players' desire to pry social "snowball", if their explosion is short-lived, then, the real powerhouse has quietly risen: QuestMobile data shows that in February 2024, Haoteng's "King of Salted Fish" will reach 117 million, which is a representative of works with more than 100 million users, and in June 2024, "Seeking the Dao" will be launched for one yearMAU exceeded 60.43 million, and has long been in the top 2 of the best-selling list, and in July 2024, the WeChat Mini Game Developer Conference announced that more than 240 models have a quarterly turnover of more than 10 million.

The rise of mini games is inseparable from its own easy-to-use and easy-to-invest product characteristics, and also thanks to the policy tilt of major platforms in traffic support. Although the entry of large manufacturers and the increase in user thresholds have brought about the involution pressure of "volume play", "volume purchase" and "volume realization", based on the unique product form and user structure of mini games, there are still opportunities for overtaking in corners on this track.

Open up platform traffic opportunities

According to the data analysis of multiple platforms, the users of Mini Program games show several significant characteristics: female players account for more than 40%, the age is concentrated in 24-40 years old, and the proportion of users in third-tier cities is as high as 50%. They play more frequently, but the duration of a single game is shorter, they are exposed to fewer game categories, and they show a high concentration in a few game categories.

This is significantly different from the user structure and behavior patterns of PC games and mobile games.

As a platform with a large number of active users, rich social scenes and strong interactive attributes, Weibo is an indispensable traffic entrance in the promotion of Mini Games. Weibo accounts for 52.9% of users aged 25-40 and has a wide user base in third-tier cities, which highly overlaps with the core demographic of Mini Games. In addition, Weibo content is dominated by short and fast information flow, and the content is highly fragmented and diversified, and the content ecology driven by interest can cover the above-mentioned target users.


Come to Baidu APP to enjoy high-definition pictures

Relying on a complete scientific insight system, Weibo can provide personalized insights from multiple dimensions such as user behavior and interest preferences through in-depth social data mining, and help advertisers formulate forward-looking marketing strategies based on periodic industry analysis.


In addition, Weibo has built a complete communication path from user interest to customized interaction through the content integration of the whole chain. With the help of hot events and entertainment content on the platform, advertisers can effectively stimulate users' enthusiasm for participation, detonate the spread in a short period of time, and help create popular games with high popularity.

Differentiated strategy building

By making flexible use of the Weibo platform's traffic entrance and streaming tools, advertisers can formulate differentiated strategies to help long-term recovery of advertising. A typical case is the medium-heavy RPG "Dragon Babu Glory Edition" - after the introduction of Weibo testing, the cooperation has been as long as two years.

Brain-burning advertising, a small game you don't like, has gone crazy

1. User Acquisition

Quickly surviving the cold start period is the key to stabilizing the cost and increasing the consumption of new Mini Games. Weibo Super Fan has a variety of high-volume products to help quickly obtain high-quality traffic. For example, the "one-click volume" function can significantly improve the pass rate during the learning period and lay the foundation for subsequent streaming.


In the high-volume period, advertisers can turn to the "automatic expansion" function, and gradually improve the coverage of the audience by analyzing the characteristics of existing users, so as to further improve the effect of buying volume.


2. Targeting Strategy

Detailed and diversified targeting functions accelerate the introduction of high-matching target users. On Weibo, the dimensions of targeting cover many aspects such as age, city of residence, mobile phone price, hobbies, and designated accounts.

In the process of streaming, "Tianlong Babu Glory Edition" combines free and platform data to ensure the accurate reach of ads, and at the same time, registered users are included in the "exclusion package" to avoid repeated delivery.

This targeted strategy of "opening up sources and reducing expenditure" ensures that every budget is worth its attention.

3. Conversion paths

Achieving rapid user conversions relies on efficient conversion paths.

Weibo provides a wealth of creative components, through which advertisers can edit and set appropriate "pervasive buttons" and "small blue bars" to ensure that the creative is intuitive and effective to guide users to the next step.

In addition, Weibo supports A/B testing functions, whether it is a landing page jump or a direct jump to a mini game, advertisers can find the most suitable conversion path for themselves according to the actual situation and local conditions.


4. Lifecycle management

At different stages of streaming, "Dragon Babu Glory Edition" flexibly adjusts its strategy. The cold start period focuses on rapid user acquisition, the volume period focuses on expanding user coverage, and the recession period maintains advertising effect by readjusting communication materials with better past data and digging deep into high-potential users.

Specific to maintaining the freshness of the material, "Dragon Babu Glory Edition" regularly adjusts the visual elements and drainage copy according to user feedback and data performance to ensure that the material remains attractive. At the same time, through Weibo's "frequency limiting tool", it prevents users' aesthetic fatigue and extends the exploration of edge users.


RPG games have high requirements for manufacturers' operational capabilities, and Weibo's long-term cooperation with Dragon Babu Glory Edition has verified its mature experience in user acquisition, targeting strategy, conversion path and lifecycle management. This is not only suitable for mid-core RPG games, but also for other types of mini-game streaming.

At present, Weibo has cooperated with a variety of games such as MMO, war strategy, simulation management, casual, tower defense, etc., with its strong social attributes, perfect data insight capabilities and all-round streaming support, Weibo has effectively improved the participation and conversion rate of the target group of mini games.

Epilogue:

With the development of mini games, platforms with perfect ecosystems, mature links, and large potential space will become an inevitable choice. While adapting to the competition of Mini Games, advertisers need to continue to optimize their streaming strategies in order to achieve long-term sustainable development.

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